Tunisia's e-commerce sector is experiencing rapid growth, with an average order value of around USD 45 in 2026. This reflects increased consumer confidence and improved digital payment infrastructure. The total revenue has reached approximately USD 1.2 billion, driven by rising internet penetration and smartphone usage. Mobile commerce dominates the landscape, accounting for over 60% of transactions, emphasizing the importance of mobile-friendly platforms.
The online shopping penetration rate has climbed to 35%, indicating a significant shift towards digital retail. The number of active e-commerce sellers continues to grow, reaching about 8,500, which highlights the expanding digital business ecosystem. These trends suggest a promising future for Tunisia's e-commerce industry, with ongoing investments in logistics, digital marketing, and secure payment systems fueling further expansion.