eCommerce market in Tunisia

Tunisia is the 98th largest market for eCommerce with a predicted revenue of US$295.6 million by 2024, placing it ahead of Albania. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 15.8%, resulting in a projected market volume of US$530.9 million by 2028. With an expected increase of 17.6% in 2024, the Tunisian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Tunisia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Tunisian eCommerce market. Hobby & Leisure is the largest market and accounts for 25.2% of the Tunisian eCommerce revenue. It is followed by Electronics with 21.7%, Fashion with 18.1%, Furniture & Homeware with 11.6%, Care Products with 9.1%, DIY with 8.6%, and Grocery with the remaining 5.7%.

Market development

eCommerce revenue development in Tunisia

Tunisia is the 98th largest market for eCommerce with a predicted revenue of US$295.6 million by 2024, placing it ahead of Albania. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 15.8%, resulting in a projected market volume of US$530.9 million by 2028. With an expected increase of 17.6% in 2024, the Tunisian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Tunisia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Tunisian eCommerce market. Hobby & Leisure is the largest market and accounts for 25.2% of the Tunisian eCommerce revenue. It is followed by Electronics with 21.7%, Fashion with 18.1%, Furniture & Homeware with 11.6%, Care Products with 9.1%, DIY with 8.6%, and Grocery with the remaining 5.7%.

eCommerce revenue development in Tunisia

in million US$

eCommerce revenue growth in Tunisia

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 69.1 27.5 18.2 21.5 47.3 14.7 95.0 3.9

Online share

eCommerce online share in Tunisia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Tunisian retail market, the online share is 2.3% and will increase by an average of 9.7% to 3.4% by 2027.

eCommerce online share in Tunisia

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 86.7% 73.5% 83.7% 23.3% 28.2% 43.5% 95.2% 23.8%