According to a study conducted by a specialized firm on behalf of the National Telecommunications Authority (INT) among a representative sample of the Tunisian population aged between 10 and 70 years, totaling 5,077 people, e-commerce is gaining ground in Internet users’ habits in Tunisia. According to the data presented in an infographic devoted to e-commerce usage, 36.9% of Internet users report making purchases of goods or services online. Social networks constitute the main channel used for these purchases, while Glovo and Yassir top the list of online service apps.
The social networks, leading channel of e-commerce
The analysis of the channels used shows a predominance of social networks in online shopping practices. Indeed, 84.5% of e-commerce users report going through social networks, notably Facebook, Instagram and WhatsApp, to make their purchases.
Merchant websites trail far behind, with 15.3%, followed by marketplaces grouping several sellers (8.9%).
Classifieds platforms represent 5.4% of practices, while online apps are cited by 4.6% of respondents. Other channels account for only 0.3%.
These results highlight the central role of social networks in the digital commerce practices of the respondents. The percentages are not exclusive, as users may rely on multiple channels.
Glovo and Yassir leading the apps used
Among Internet users who use online apps, Glovo ranks first with a usage rate of 71.8%.
Yassir occupies the second place with 44.6%, ahead of InDrive (23.9%) and Mytek (23.1%). These results illustrate the role played by delivery, mobility and service platforms in the digital practices of the respondents.
However, it should be noted that these rates concern users of online apps and not the entire Tunisian Internet population. They do not constitute national market shares.
Cash on delivery remains widely preferred
Despite the development of online shopping, payment habits remain strongly oriented toward cash.
According to the data presented, 94.6% of e-commerce users favor cash on delivery, which remains the most cited payment method.
Payment by bank card concerns 8.9% of respondents, while payment via D17 is mentioned by 4%.
These data show that the use of digital channels to order products or services does not necessarily entail electronic payment.
Income influences online shopping practices
The study also highlights differences according to income level. The proportion of Internet users engaging in e-commerce increases progressively with reported income.
It stands at 33.7% among people with 600 dinars or less, versus 38.1% for those with incomes between 601 and 1,499 dinars.
This rate reaches 41.5% in the 1,500 to 2,499 dinars range, then 47.5% for incomes of 2,500 dinars and above.
In professional terms, 40.7% of active Internet users report practicing e-commerce, compared with 33% among inactive users. The rate reaches 69.4% among active workers in the telecommunications sector.
Disparities between districts
E-commerce practice also varies according to the geographic distribution shown in the infographic.
District 4 records the highest rate, at 44.6%, followed by District 1 with 41.2%. District 5 shows a rate of 36.6%, ahead of District 2 (34.7%) and District 3 (32.4%). The gap between the most and least represented districts thus reaches 12.2 percentage points (TN calculation).
Overall, the data indicate an e-commerce landscape primarily driven by social networks, with strong use of certain service apps and a marked preference for cash on delivery.
