Tunisia, a North African nation with around 13 million people (2023), boasts a diversified economy and a rapidly evolving retail landscape. With nearly 300,000 traditional grocery shops, modern distribution is expanding through hypermarkets, supermarkets, and emerging e‑commerce platforms .

Distribution Landscape

1. Traditional Channels

• Neighborhood groceries and “souks” dominate, representing about 78–88% of retail turnover .
• These outlets remain prevalent particularly outside urban centers, offering proximity and small‑pack solutions .

2. Modern Retail

• Around 900 outlets (hypermarkets, supermarkets, superettes), making up ~22% of retail, with ambitions to reach 25% by 2030 .
• Key players include:
  • Ulysse Hyper Distribution (operates Carrefour hyper, market, express)
  • Groupe Mabrouk (Monoprix, Géant)
  • Magasin Général (Mg Maxi chain) .

3. E‑commerce & Digital Channels

• E‑commerce reached ~$200 million in 2022, representing under 1% of retail trade but growing rapidly .
• Around 56% of internet users shop online monthly—yet over 80% use cash on delivery, showing cautious trust .
• Platforms include Jumia, MyTek, Carrefour.tn, Mall.tn, and social‑commerce on Facebook/Instagram .

Entry Strategy for Tunisia

1. Partner with local retailers
   • For modern retail: engage with these established retailers via authorized joint‑distribution or JV licenses .
   • For traditional channel: work with wholesalers supplying neighborhood stores and souks.
2. Balance presence offline & online
   • Combine reach through traditional grocery chains with visibility in supermarkets and superettes.
   • Launch with pilot e‑commerce offerings (e.g., electronics, fashion via MyTek) using COD and social‑commerce routes .
3. Navigate regulatory requirements
   • Foreign wholesale/retail operations only allowed via JV or licensing; no direct ownership.
   • Licensing for hyper/supermarket ventures is still required, despite eased regulations.
4. Recognize consumer attitudes
   • Hypermarkets sometimes meet cultural resistance due to unfamiliar shopping formats .
   • Tunisians prefer daily purchases at local shops for perishables .
   • In e‑commerce, emphasize cash on delivery, clear UX, trust signals, and reliable delivery .

How SCA‑Partner Can Help in Tunisia

In‑Market Support

• Navigating local retail licensing and registration
• Identifying distributors in modern and traditional retail networks
• Developing an e‑commerce pilot with local partners
• Conducting supply‑chain due diligence and logistics alignment

Service Suite

• Market and consumer analysis
• Partner search and JV support
• Retail channel mapping
• E‑commerce strategy and execution
• Trademark and IP assistance

Why Local Expertise Matters

Tunisia combines a huge traditional market, growing but regulated modern retail, and a nascent digital ecosystem. Success depends not just on supply—but on cultural fit, legal compliance, and channel mix. SCA‑Partner—with experts across 54 African countries—delivers the local insight and on‑the‑ground support to launch effectively in this market.

👉 Visit us at: www.scapartner.com