Tunisia boasts a relatively diversified economy, encompassing sectors such as manufacturing, petrochemicals, transport, agriculture, and tourism, bolstered by its proximity to the European market. However, the 2024 budget bill introduces a temporary 4% tax on bank and insurance company profits, a 15% tax on the profits of multinational and large national firms, and an increased tourist tax for foreigners. These measures also include a reduction in the public wage bill to 13.5% of GDP, down from 14.4% in 2023. Limited access to external financing and hesitance from foreign investors have compelled the authorities to seek support from local banks, bilateral borrowing from countries like Saudi Arabia and Algeria, and assistance from the African Export-Import Bank (Afreximbank) to address the public deficit.

The COVID-19 pandemic has prompted a shift in consumer habits, significantly stimulating the eCommerce sector. By September 2022, Tunisia recorded 9.4 million online transactions valued at USD 200 million, marking a 31% increase in transaction volume and a 52% increase in value compared to the previous year. However, the lack of credit cards and online payment systems has limited the eCommerce market’s scope, resulting in a reliance on cash-on-delivery for most online orders.