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E-commerce in Tunisia: How Some Online Shopping Platforms Have Shaped Tunisians’ Lives?

Written by Olfa Touil


June 11, 2022


The global economy has long been transitioning, leading to the emergence of e-commerce in May 1989 as a form of product exchange; buying and selling physical goods as well as non-physical ones such as services via internet where transactions are conducted electronically online. This industry is growing each year globally. In Tunisia, there are quite many examples of successful B2Cs and we are going to explore together four of them: JumiaTayara.tnFouna.com, and MyTek.tn.


Jumia is an international e-commerce website operating in eight African countries, alongside Tunisia. In 2018, CEO of Jumia Sacha Poignonnec stated in an interview that the platform has 40.000 active African vendors distributing goods like clothes, make-up, and food to name a few. In Jumia, they provide free food delivery at weekends in about twenty minutes using a landline number with operators working 24/7. During national and international celebrations, Jumia offers discounts reaching 60 for some articles during Mother’s Day, at reasonable prices. With summer around the corner, women can buy beauty sets and bundles, like SPF sunscreen and swimming outfits at the lowest prices, or purchase the most sought-after appliances like polaroid Fujifilm Appareil photo instantané - Instax mini-11. Jumia’s logo's colour is orange which symbolises joy and sunshine. It makes us energetic and enthusiastic, which explains why people are enticed to buy products and are kept interested to see more items on their website, Facebook or Instagram without understanding how or why they feel much attracted; it is simply the colour of logo Jumia, following a well-developed marketing approach based on psychology stimulus.


Invented by Schibsted Classified Media and linked to the multi-industry Norwegian company Schibsted, Tayara.tn was first launched in 2012 in Tunisia. On the website, you can find all types of goods, including items that people want to sell, such as furniture or cars. To make it easier for users, Tayara.tn developed its application on Play Store to download. To understand how Tayara.tn has a wider spread, we should first understand the impact of Tunisian cultural background on marketing content on networking sites like Facebook where admins post riddles inspired from Tunisian culture to increase social media interaction. The relationship between a language and culture is the complex dynamic that marketing team in Tayara.tn might be building their strategy on. The resemblance between colours of Tunisian flag and Tayara.tn logo plays a significant role in evoking pride, to be part of Tayara.tn community which is a thing all e-commerce website want; customer’s faithfulness. Tunisia has about 1150 e-commerce websites, Tayara.tn is #7 out of #30 most visited websites in Tunisia. During COVID-19 outbreak, usage of online shopping websites, like Tayara.tn and Jumia surged in a way that sometimes the websites crashed as they could not cope with the amount of traffic hitting the servers.


The idea of Founa.com, started in 2012 and as articulated by Karim Skik, CEO of Founashop.com said, whereby he focussed on a small number of people to test it out the idea and how it would evolve. In 2018 the group officially decided to open its doors to the public mainly selling biological food, which explains the choice of green colour that symbolises earth and other colours standing for diversity and variety of items which the website offers like appliances or cosmetics. The award "Voted Customer Service of the Year '' went to Founa.com three years successively 2020, 2021, and 2022. The International Trade Administration mentioned Founa.com as one of the most popular local e-commerce websites in Tunisia, especially during Covid-19 breakout providing customers with best services. Consuming biological food reduces health risks and is rich in vitamins and is a key to a healthy diet that everyone wants to go on. Founa.com encourages people to go on a diet eating bio on a budget, posting short videos of articles stating facts and benefits of consuming wheat biscuits or peanut butter made in Tunisia. Rewards create loyalty: this is a marketing strategy planned to reach more consumers. The most loyal customer is Founa.com’ s the most profitable one. At each purchase, the buyer wins points that would accumulate, and by the end of each year these will turn into privileges that entitle him/her to one of three badges; sliver, gold, or platinum as a bridge to join the club creating a community-like group of customers.


Founded in 2004, Mytek.tn is Tunisia’s leading technology supplier with more than 15 000 items in stock. With six stores countrywide, MyTek.tn makes it easier for customers to access their physical stores and to shop online with appliances (like smartphones, refrigerators, ovens, etc.) being delivered within 48 hours maximum if the purchase price is an excess of 300 TND. It also uses an instalment method of payments which encourages people to purchase their goods and stay up-to-date with the latest trends in technology. Mytek.tn has access to media like Tunisian radio channels through which they invite listeners to enter competitions and win appliances this makes it part of their successful marketing strategy in order to reach as many customers as possible to visit their websites, and consequently get them to buy their goods and services. Another very important selling point for MyTek is confidentiality. This by providing their customers the reassurance that both their personal and financial data is safe, thus encouraging people to trust MyTek by either accessing their website or physically visiting their premises.


The total population of Tunisia is about eleven million, seven of which have full access to the internet. This booming factor has played a significant role since 2011 in the emergence and sustainability of many e-commerce website that are still evolving nationally and internationally adding a touch to our daily lives and changing the way we look at purchase itself; not as a need to buy product, but what other characteristics we should take into consideration before buying it. This is the very point of competency between all Tunisian e-commerce websites: not what product but how to introduce it to the customer, at what price, and how much time needed to deliver it.


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Tags: #socialmedia #mindset #motivation #money #success #ecommerce #goals #life #inspiration #finance #startup #business #digitalmarketing #realestate #marketing #investment #work #Tunisia #design #entrepreneurship #entrepreneur #businessowner #smallbusiness #branding



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