Tunisia's mobile commerce sector is experiencing rapid growth, driven by increased smartphone adoption and improved mobile internet infrastructure. By 2026, over 4.2 million Tunisians are expected to actively engage in mobile shopping, contributing significantly to the country's e-commerce revenue. The average transaction value also reflects the growing trust and familiarity with mobile payment methods, reaching €38 per transaction.
The expansion of mobile commerce highlights Tunisia's transition toward a more digital economy, with nearly three-quarters of the population owning smartphones. Businesses are increasingly optimizing their online stores for mobile devices, which now account for nearly half of all e-commerce transactions. This trend underscores the importance of mobile-friendly platforms to capture consumer spending in the country's evolving digital landscape.