Fashion market in Tunisia

The Tunisian Fashion eCommerce market is predicted to reach US$53.9 million by 2024 and accounts for 18.1% of the total eCommerce market in Tunisia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 9.9%, resulting in a projected market volume of US$78.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Other Apparel market in Tunisia

The Tunisian Other Apparel eCommerce market is predicted to reach US$0.8 million by 2024 and accounts for 2.4% of the Apparel eCommerce market in Tunisia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 2.2%, resulting in a projected market volume of US$0.8 million by 2028. The Other Apparel eCommerce market is a sub-market of the Apparel market. Further categories within the Apparel market are: Dresses & Skirts, Jackets, Coats & Anoraks, Pants, Socks, Suits & Trouser Suits, Sweaters, T-Shirts, Shirts & Blouses, Underwear & Nightwear, and Workwear.

eCommerce revenue development in the Other Apparel market in Tunisia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Other Apparel market in Tunisia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)81.399.184.319.864.271.243.024.0

Online share

eCommerce online share of the total Other Apparel market in Tunisia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Tunisian Other Apparel retail market, the online share is 4.7% and will increase by an average of 11.6% to 7.3% by 2028.

eCommerce online share of the total Other Apparel market in Tunisia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)51.2%62.6%72.1%32.2%3.3%45.1%76.4%45.8%

Market definition

Definition of the Other Apparel market within the Fashion market

Market definition: Fashion > Apparel > Other Apparel The category Other Apparel includes the online trade of maternity wear, wedding dresses, tracksuits, and more. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Maternity wear
  • Wedding dresses
  • Tracksuits
  • Bikinis and swim shorts

Market comparison

The Tunisian Other Apparel market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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