Ecommerce Inisghts in Tunisia - SMCP Monastir 2024

I am thrilled to share one of the best presentations I’ve made this year about e-commerce. In this presentation, I delved into the intricate details of the e-commerce landscape in Tunisia, supported by robust data and insightful analysis. As we all know, numbers speak louder than words, and real facts don't lie. This presentation aimed to shed light on the current trends, consumer behaviors, and market opportunities within Tunisia's e-commerce sector.

1. Ecommerce Insights
in Tunisia
Socialmediaclub.tn

2. Social Media Club Tunisia
Social Media Club (SMC) was founded in March 2006 to organize conversations
around the globe that explore the key issues our society faces as technologies
transform the way we connect, communicate, collaborate, and relate to each other.
SMC allows you to explore your personal and professional passions by helping you
connect with a community of your peers based on geography and areas of interest.
We exist to ensure that the world of social media does not become an echo chamber
of self-reinforcing thoughts, but rather is fueled by the diversity of opinions and
perspectives. SMC is a 501c6 non-profit organization.

The Tunisian chapter started in 2013 and has organized hundreds of meetings and
events on pioneering topics addressing both the community and professionals.
Recently, SMC Tunisia was ranked among the top 10 clubs out of 600 worldwide.

3. Abdelkarim Benabdallah
●Business Developer at Digibell Agency.
●Digital Marketing consultant and trainer.
●Senior IT Support for over 20 years
●One for the first Tunsian bloggers (2001)
●Co-founder of Social Media Club Tunisia
●Director of Global Communities at SMC Global
●Founder of BIL Tunisia
●Official community manager for Foursquare and Instagram
in Tunisia.
●Tunisian chapter manager for Woocommerce.
●Co-founder of Typo3 User Group Tunisia

5. قوﺳﻠﻟ قﻣﻋأ مﮭﻓ نﻣ ﺎﻧﻧّﻛﻣُﺗ ةرﯾﺻﺑﻟا"
ذﺎﺧﺗا ﻰﻠﻋ ﺎﻧدﻋﺎﺳﯾ ﺎﻣﻣ ،ءﻼﻣﻌﻟاو
ﺎﻧﺣﺎﺟﻧ نﻣ ززﻌﺗ ﺔﯾﺟﯾﺗارﺗﺳا تارارﻗ
ﻲﻠﻋ نﺑ دﻣﺣأ - ".نﯾﺳﻓﺎﻧﻣﻟا ﻰﻠﻋ ﺎﻧﻗوﻔﺗو

6. Insights?
Insights are deep
understandings derived
from data analysis,
offering valuable
information for
decision-making.
Quantitative
(numerical data),
Qualitative
(observational data),
Predictive (future
trends).

7. Why We Need Insights?
●Informed Decision-Making: Helps businesses make data-driven choices rather
than relying on intuition.
●Market Understanding: Provides a clearer picture of market dynamics and
consumer behavior.
●Competitive Advantage: Helps in identifying unique opportunities and threats
in the market.
●Customer Satisfaction: Allows for better understanding and anticipation of
customer needs and preferences.
●Optimization: Enhances efficiency in operations, marketing strategies, and
resource allocation.

9. Good news: SMC Tunisia
will deliver a complete
yearly report to its
members.

10. 5 key indicators of Ecommerce in Tunisia
1.Internet Penetration: Internet penetration in Tunisia is a good indicator. As of
2023, it's estimated to be around 73% of the population [Source: World Bank ].
2.Ecommerce Market Size: Statista projects the total retail e-commerce sales in
Tunisia to reach around 1.4 billion US dollars by 2025 [Source: Statista].
3.Mobile Commerce Growth: A report by Jumia suggests that over 80% of
online orders in Tunisia are placed through mobile phones [Source: Jumia].
4.Popular Product Categories: Fashion and electronics are generally
considered the most popular categories [Source: Business Africa].
5.Cash on Delivery (COD) Preference: Tunisian consumers often prefer COD
(cash on delivery) as a payment method. [Source: Arab Advisors Group].

11. Tunisia is
cash-on-delivery,
which represents an
estimate of 70% of
all online
transaction
payments

12. Top 3 Ecommerce websites
1.Jumia
a.Pan-African e-commerce giant offering a wide variety of products across various categories like
fashion, electronics, homeware, and more.
b.Holds the top spot in website visits consistently ([Source: E2B Consulting - Top 20 des sites
e-commerce en tunisie (Novembre 2021)])
2.Mytek
a.Specializes in high-tech products like computers, smartphones, and electronics.
b.Regularly ranks among the most visited e-commerce websites in Tunisia ([Source: E2B
Consulting - Top 20 des sites e-commerce en tunisie (Novembre 2021)]).
3.Tunisianet
a.Focuses on IT equipment, electronics, and home appliances.
b.Known for its wide range of tech products and competitive pricing

13. First public insights

15. According to various studies
and industry benchmarks, the
average eCommerce
conversion rate globally
ranges between 2% to 3%. This
means that for every 100
visitors, approximately 2 to 3
visitors make a purchase.

16. The audience
●Age: Studies suggest online shoppers in Tunisia are often concentrated
between the ages of 25 and 34 [Source: TGM Research]. However,
e-commerce is becoming increasingly popular across all age groups.
●Gender: While data is limited, there's no significant skew towards a
specific gender in the Tunisian e-commerce audience. Both men and
women are actively participating in online shopping.
●Tech Savvy: Mobile Usage: Mobile commerce (m-commerce) is dominant.
This highlights the importance of having mobile-friendly e-commerce
platforms.

17. Behavior and Preferences:
●Value Seekers: Price is a major factor influencing purchasing decisions.
Promotions, discounts, and free shipping are highly attractive to Tunisian
online shoppers [Source: TGM Research - cite "tgmresearch.com"].
●Cash on Delivery (COD): COD remains the preferred payment method for
many Tunisian consumers, even though most banks allow online purchases
with debit/credit cards [Source: Arab Advisors Group - cite "
arabadvisors.com"].
●Product Categories: Fashion and electronics are generally considered the
most popular categories for online purchases in Tunisia [Source: Business
Africa - cite " businessafricaonline.com"]
●Social Media Usage: Active on platforms like Facebook, Instagram, and
WhatsApp, often discovering products through social media.

18. Main Traffic Sources
1.Organic Search (SEO) (35%)
2.Direct Traffic (25%)
3.Social Media (20%)
4.Referral Traffic (10%)
5.Paid Search (SEA) (5%)
6.Email Marketing (5%)

19. Websites: 60% of online
shoppers in Tunisia prefer
buying from dedicated
eCommerce websites.
Social Media: 40% of
online shoppers in Tunisia
make purchases through
social media platforms like
Facebook and Instagram.

20. Percentage of Total Sales:
Websites:
70%

Social Media:
30%

21. Trends
The Tunisian e-commerce market is buzzing with exciting trends, adapting to global shifts and
catering to the evolving needs of local consumers. Here are some key trends to keep your eye on:
●Mobile-First Shopping: Smartphones are increasingly becoming the preferred shopping tool,
driving the demand for user-friendly mobile apps and optimized interfaces.
●Social Commerce: Social media platforms like Facebook and Instagram are becoming
powerful avenues for selling and discovering products.
●Influencer marketing, live streaming, and shoppable posts are gaining traction, blurring the
lines between social interaction and commercial transactions.
●Rise of Sustainability: Environmental concerns are influencing consumer choices, pushing
e-commerce platforms to adopt sustainable practices (same for pets).
●Voice Commerce: The convenience of voice-activated assistants like Google Home and
Amazon Alexa is making its way into online shopping.

22. Opportunities
Despite these challenges, the market also presents
several exciting opportunities
●Rising internet and smartphone penetration
●Increasing adoption of digital payments
●Growing demand for convenience and variety
●Government initiatives to boost e-commerce

23. Market Growth
The e-commerce market in Tunisia is experiencing positive growth, although it still
remains a smaller market compared to other African nations. Here's a breakdown of
the growth trajecto:
Current Growth Rate:
●CAGR of 6.7%: This is the projected compound annual growth rate for the
period 2023-2027, according to ECDB.com (source:
(https://ecommercedb.com/markets/tn/all)
●2.6% increase in 2023: This figure represents the actual growth observed in
2023, exceeding the global average of 8.7% that year (source:
(https://ecommercedb.com/markets/tn/all)

24. Projected Market Size:
US$342.6 million by 2027: This is the projected market volume based on the CAGR of
6.7% (source:
[https://ecommercedb.com/markets/tn/all](https://ecommercedb.com/markets/tn/all)).
Factors Driving Growth:
●Rising internet penetration and smartphone adoption: Internet penetration has
reached 67.7% in Tunisia, making it the third highest in Africa (source:
(https://www.lloydsbanktrade.com/en/market-potential/tunisia/ecommerce)
●Increased adoption of online shopping: Consumers are increasingly turning to online
platforms for convenience and variety.
●Government initiatives: The Tunisian government has implemented initiatives to
boost e-commerce, such as promoting digital literacy and improving logistics
infrastructure.

25. Top Skills to Master for eCommerce
1.Digital Marketing Expertise: Essential for driving traffic and increasing conversions
through SEO, SEM, social media, and email marketing.
2.Data Analysis and Analytics: Crucial for making informed decisions based on
customer data
3.eCommerce Platform Management: platforms like Woocommerce or Magento to
ensure efficient operations and customer satisfaction.
4.CRM: Implementing CRM systems to enhance customer interactions and retention
strategies.
5.UX Design: Creating intuitive and user-friendly interfaces to improve conversions and
overall satisfaction.
6.Digital Payment Systems: Understanding various payment methods and ensuring
secure transactions for customer convenience.
7.Content creation: increases brand awareness and drives traffic to websites

26. Content Creation
1.Increased Engagement: Engaging content can lead to a 48% increase in
website visits and interactions.
2.Conversion Rates: Well-crafted content can boost conversion rates by up to 6
times compared to sites without focused content strategies.
3.Brand Awareness: Effective content strategies contribute to a 67% increase in
brand awareness among target audiences.
4.SEO Benefits: Websites with optimized content are 53% more likely to appear
on the first page of search engine results.
5.Social Media Reach: Businesses with consistent and compelling social media
content experience 71% higher engagement rates.

27. 10 awesome rules
1.Stay Curious: Foster ongoing learning and innovation.
2.Conduct Your Own Research: Prioritize thorough research before decision-making.
3.Choose Events Wisely: Participate in relevant and beneficial events.
4.Engage in Online Communities: Join and actively participate across platforms.
5.Rely on Insights, Not Assumptions: Base decisions on data-driven insights.
6.Balance Beyond Social Media: Acknowledge social media's importance but seek
diverse strategies.
7.Embrace Experimentation: Test new strategies and ideas regularly.
8.Adapt Global Standards Locally: Align with global standards while considering local
dynamics.
9.Overcome Fear of Failure: Embrace risks and learn from setbacks.
10.Join the SMC Tunisia Team: Consider joining the supportive SMC Tunisia community.

28. More good news: Expect my
new tutoring pack in few
months with 80% practice

29. Thanks for
being a good
audience