The Tunisian Ecommerce Market in Numbers: the 2026 Data That Matters to a Seller
Tunisian ecommerce is growing fast, but from a low base. In the first half of 2026, ecommerce payments rose 28.1% year on year according to the Central Bank of Tunisia. Yet only 8.7% of Tunisians buy online, and about 86% of transactions are still paid in cash on delivery.
In short: the audience is there (10.4 million internet users, 84% of the population), online payments grow by close to 30% a year, and the number of active merchant sites is rising again (1,456 in the first half of 2026). But most buyers pay at the door and most Tunisians do not buy online yet: the market rewards sellers who master cash on delivery and earn trust.
How big is ecommerce in Tunisia in 2026?
The only official figures are those for electronic payments, published by the Central Bank of Tunisia (BCT). They understate the real market, since orders paid in cash on delivery do not appear in them.
| Indicator | Value | Change | Source |
|---|---|---|---|
| Ecommerce payments, H1 2026 | 10.3 million transactions | +22.1% year on year | BCT, “Payments in figures” |
| Value of ecommerce payments, H1 2026 | 771.4 million dinars | +28.1% year on year | BCT |
| Online card payments, full year 2025 | 1.375 billion dinars | about +31% | BCT annual report 2025 |
| Mobile payments, full year 2025 | 8.4 million operations, 1,769 MD | +80.5% in number | BCT |
| Bank cards in circulation, H1 2026 | 6.151 million | BCT |
For the trajectory: according to CONECT, the value of ecommerce transactions went from 217 million dinars in 2019 to about 1,375 million in 2025, a sixfold increase in six years.
How many merchant sites does Tunisia have?
The BCT counts 1,456 active merchant sites in the first half of 2026, 19.7% more than at the end of 2025. A site is “active” if it took at least one electronic payment over a rolling twelve months.
| Period | Active merchant sites | Source |
|---|---|---|
| End of September 2022 | 1,489 | BCT |
| H1 2023 | 1,102 | BCT |
| H1 2025 | 1,127 | BCT |
| 2025 (year) | 1,005 sites using electronic payment | BCT, cited by CONECT and the Ministry of Trade (June 2026) |
| H1 2026 | 1,456 | BCT |
Two readings. First, the series fell between 2022 and 2025 before clearly picking up in 2026. Second, it counts only sites that take payment online: stores that sell only with cash on delivery, and there are many, are left out. The real number of online stores is higher, but it remains small next to 10 million internet users.
Who buys online, and how do they pay?
| Indicator | Value | Source |
|---|---|---|
| Tunisians who have bought online | 8.7% | CONECT, June 2026 |
| North Africa and Middle East average | about 15% | CONECT, June 2026 |
| Tunisians with a bank account | about 38% | CONECT, June 2026 |
| Ecommerce transactions paid in cash on delivery | about 86% | Fayçal Belaïd, UNCTAD, June 2026 |
| Parcels refused at delivery (estimate) | about 30% | Tayara.tn, via Tunisie Numérique, 2025 |
Cash on delivery is not a leftover from the past: it is the entry ticket to the market while banking stays low. The flip side is the refusal rate, which turns part of your sales into paid round trips. Our cash-on-delivery guide covers carrier prices, payout delays and the 3% withholding on collected cash.
Where are the customers?
| Indicator | Value | Source |
|---|---|---|
| Internet users, end of 2025 | 10.4 million (84.3% of the population) | DataReportal, Digital 2026 |
| Active social media identities | 7.83 million | DataReportal, Digital 2026 |
| Facebook users, February 2026 | 9,136,600 (72.4% of the population) | NapoleonCat |
| Largest age group on Facebook (September 2026) | 25-34 | NapoleonCat |
The gap between 9.1 million Facebook users and 8.7% of online buyers sums up the market: the audience exists, trust and buying habits are still being built. Customers discover products in their feed, then want to talk to someone and pay on receipt. We cover these behaviours in how Tunisians buy online.
Five trends to watch in 2026
- Electronic payment is speeding up without replacing cash. +28% in value in the first half, but 86% of transactions are still paid at the door. Offer both, with cash on delivery by default.
- Mobile is becoming a payment method. Mobile payments grew by more than 80% in number in 2025, driven by wallets such as D17 and Flouci.
- Sales start on social media. With 9.1 million Facebook users, discovery happens in the feed; selling through Instagram and Facebook remains the first channel, and a real store is where you close.
- The state is regulating online selling. A 3% withholding on cash collected by carriers for sellers without a tax ID since 2025, and a bill on selling through social media: our guide to selling online legally covers both.
- Profit is decided by refusals. With about 30% of parcels refused on average, order confirmation and margin per delivered order make the difference: test your numbers with the margin calculator.
What these numbers change for a seller
- Launch with cash on delivery, not without it. It is what nearly nine buyers in ten expect.
- Earn trust before the purchase: a real name, a reachable number, return terms on display, customer reviews. With 8.7% of Tunisians buying online, many customers make their first online purchase with you.
- Measure margin per delivered order, not revenue: a 30% refusal rate changes everything.
- Prepare the next step: put your status in order (the 3% withholding makes your collections visible) and add online payment as an option.
To get started, our guide to ecommerce in Tunisia covers every step, and our comparison of ecommerce platforms helps you pick the tool.
Sources
- Central Bank of Tunisia, “Payments in figures”, first half of 2026, via Managers (August 2026, in French)
- Central Bank of Tunisia, 2025 annual report, via Tuniscope and AllAfrica (July 2026)
- CONECT on national radio, via Tuniscope and African Manager (June 2026, in French)
- Tuniscope: Fayçal Belaïd (UNCTAD), 86% of transactions paid cash on delivery (June 2026, in French)
- La Presse via AllAfrica: fewer than one consumer in ten buys online (June 2026, in French)
- DataReportal, Digital 2026: Tunisia
- NapoleonCat, Facebook users in Tunisia (February 2026)
- Tunisie Numérique: returns threaten ecommerce profitability (July 2025, in French)
Frequently asked questions
How big is ecommerce in Tunisia in 2026?
In the first half of 2026, ecommerce payments reached 10.3 million transactions worth 771.4 million dinars, up 28.1% year on year according to the Central Bank of Tunisia. Over 2025, online card payments totalled 1.375 billion dinars. These figures only count electronic payments: orders paid in cash on delivery, the majority, come on top.
How many ecommerce sites are there in Tunisia?
The Central Bank of Tunisia counts 1,456 active merchant sites in the first half of 2026, 19.7% more than at the end of 2025. A site counts as active if it took at least one electronic payment over a rolling year, so stores that sell only with cash on delivery are not included.
What share of online purchases is paid on delivery in Tunisia?
About 86% of ecommerce transactions are still paid in cash on delivery, according to UNCTAD economist Fayçal Belaïd (June 2026). Online payment is growing fast, but from a very low base.
How many Tunisians buy online?
Only 8.7% of Tunisians have bought online according to CONECT (June 2026), against an average of about 15% in North Africa and the Middle East. Part of the gap comes from banking: about 38% of Tunisians have a bank account.
How many internet users does Tunisia have?
DataReportal's Digital 2026 report counts 10.4 million internet users at the end of 2025, 84.3% of the population, and 7.83 million active social media identities. NapoleonCat counted 9.1 million Facebook users in February 2026.
Is it a good time to launch an online store in Tunisia?
The numbers point that way: an audience that is 84% connected, ecommerce payments up 28% a year, but only 8.7% of the population already buying online and about 1,456 active merchant sites. Demand is growing faster than organised supply, which leaves room for sellers who offer cash on delivery and a real store.
