Tunisia

Economy & income

Currency

• Tunisian dinar (TND, DT / د.ت; 1 dinar = 1000 millimes)
• ~2.96 TND per USD (1 TND ≈ $0.338, 14 Jul 2026)

GDP per capita

• ~$4,664 nominal (World Bank/IMF, 2025; ~$4,893 proj. 2026)
• ~$14,450 PPP (World Bank current international $, 2024) — World Economics est. lower ~$12,800 (2025)

Average salary

• ~$355 net/mo (~950-960 TND, Numbeo Tunis, 2026)
• gross ~$530/mo (~1,570 TND, Employsome 2026)
• wage.is national avg ~$383/mo

Median salary

• n/a — Tunisia's INS (Institut National de la Statistique) does not publish a clean national monthly median wage
• large informal sector (~35-45%) skews figures

Minimum wage

• SMIG 528.32 TND/mo for the 48h workweek (~$178) / 448.24 TND for 40h (~$151), since 1 Jan 2025
• +transport/attendance allowances lift the effective floor to ~566 TND
• agricultural SMAG 20.32 TND/day

Cost of living

• Low — Numbeo: single person ~£386/mo (~$486) excl. rent in Tunis (2026)
• all-in single-person budget ~2,610 TND/mo (~$506)
• Numbeo sample moderately thin

Digital landscape

Population

12.3 million (Jan 2025)

Internet users

84.9% (~10.5M users, +7.3% YoY)

Social media users

58.9% (~7.25M identities)

Mobile connections

15.7M cellular connections = 128% of population

Devices

• desktop ~58.7% / mobile ~40.8% / tablet ~0.5% (StatCounter web-traffic, Jun 2026) — note StatCounter over-counts desktop here
• real consumer usage is mobile-first (mobile connections 128% of pop, social/e-commerce mostly on mobile)

Ad spend

• n/a — DataReportal Digital 2025 lists no national ad-spend total
• Tunisia's formal ad market is small and TV/radio-led, digital modest but growing (Statista social-media-ad outlook exists but paywalled)
• MENA regional total ~$12B (2024) for context

Top social platforms

Facebook ~7.25M ad reach

YouTube ~7.01M reach

Facebook Messenger ~5.55M

TikTok ~5.18M, 18+ reach

Instagram ~3.45M

LinkedIn ~2.40M

Snapchat ~1.61M

Messengers

• WhatsApp (dominant IM — primary chat & COD order confirmation)
• Facebook Messenger (~5.55M reach)
• Instagram Direct
• imo (diaspora/intl calls)
• Telegram (secondary)

Payments & behaviour

Payment methods

• Cash on delivery (~70% of e-commerce orders) — dominant, pay-after-delivery trust model
• Bank cards (Visa/Mastercard/CIB debit via Monétique Tunisie/SMT) — growing minority
• e-Dinar (Poste Tunisienne prepaid e-payment account) — widely used online
• D17 (La Poste mobile wallet) & Flouci wallet — popular local mobile pay at checkout
• Bank transfer

E-wallets

• Flouci (leading digital wallet)
• D17 (Poste Tunisienne)
• e-Dinar (Poste Tunisienne)
• bank-backed wallets — all unified under the TUNPAY label (BCT, May 2026, 16 PSPs)

Cash on delivery

• Very high — COD ~70% of online orders
• low card/e-payment trust
• phone/WhatsApp call-center order confirmation is essential for CPA economics

E-commerce

• Low-to-moderate but growing
• card penetration modest
• La Poste (Poste Tunisienne) is the key rails (e-Dinar/D17)
• m-commerce rising

Notes

• BCT unified mobile payments under TUNPAY (2026)
• Jumia EXITED Tunisia in 2024, leaving local electronics retailers + classifieds dominant
• Offer COD alongside card/wallet to lift conversion.

Audience & culture

Languages

• Tunisian Arabic / Derja (Tounsi — national vernacular, majority mother tongue, main ad language)
• Modern Standard Arabic (official, formal/press)
• French (~52% speakers; business, education, media — signals premium)
• Amazigh/Berber (Jerba/Matmata dialects, ~1-2%)

Religion

• Sunni Islam (Maliki school) ~99% — state religion
• small Christian & Jewish (Djerba) minorities <1%

Median age

32.9 years (DataReportal/UN, Jan 2025)

Key seasons

• Ramadan (huge evening media + shopping spike; daytime fasting lull)
• Eid al-Fitr / Aïd es-Seghir (gifting, apparel, food)
• Eid al-Adha / Aïd el-Kébir (livestock, big spend)
• Summer Jun-Aug (diaspora returns from France/Europe + tourism peak — higher spend)
• Back-to-school (Sept)
• Black Friday (Nov)

Cultural notes

• Comparatively liberal, educated, Francophone Muslim society (esp. Tunis/coastal cities)
• strong France/Italy/Germany diaspora ties
• bilingual Derja+French creatives convert
• COD + WhatsApp confirmation is the winning formula
• mobile-first
• football and Ons Jabeur (tennis) drive national pride

Where to find creators

• Instagram
• Facebook
• TikTok
• YouTube

Media landscape

Creators & public figures

Top creators

Celebrities

Ons Jabeur ~1.35M Instagram

tennis star — ex-world No.2, 3× Grand Slam finalist, biggest global Tunisian sports icon

Dorra Zarrouk ~15M Instagram

actress & fashion icon (star of Egyptian/Arab cinema)

Hend Sabri ~3.8M Instagram

award-winning actress, lawyer & UN WFP goodwill ambassador

L

Latifa Arfaoui ~3M Instagram

veteran pan-Arab singer ('the Tunisian diva')

Youssef Msakni ~1M Instagram

footballer — long-time national-team star

Saber Rebai n/a (limited/older social presence)

singer/composer, pan-Arab star ('Sidi Mansour')

Affiliate & traffic

Hot verticals

• Nutra COD (weight-loss, joints, potency, beauty, diabetes)
• E-commerce COD (gadgets, cosmetics, watches, home)
• Sweepstakes / prize-draw CPL
• Mobile VAS / subscriptions & app installs
• Gambling & betting (grey — offshore only, legally restricted)
• Dating (grey — modest framing)

Active networks

• AdCombo (COD nutra/e-comm)
• TerraLeads (COD CPA hub, in-house call centers)
• Dr.Cash (nutra aggregator)
• Everad (nutra COD)
• INB.bio (COD nutra, MENA)
• Mobidea / Adsterra (mobile/CPA)

Payouts

• Tier-3 low payouts: nutra COD CPA ~$8-16 per approved order
• sweeps/dating CPL ~$0.5-3
• approval rates hinge on call-center quality and address accuracy

Competition

• Low-to-moderate and under-served — solid COD population but Derja/French localization + call-center approval hurdles deter some affiliates
• cheap CPMs

Seasonality

• Ramadan drives late-night post-iftar engagement and shopping
• summer (diaspora return + tourism) and Q4 (Black Friday) peak
• daytime lull during Ramadan fasting

Traffic sources

• Facebook & Instagram ads
• TikTok ads
• Google UAC / search
• Push & in-page push
• Native & pop
• Influencer / WhatsApp / Telegram (Derja + French)

Good to know

Capital

Tunis

Major cities

• Tunis (capital)
• Sfax
• Sousse
• Kairouan
• Bizerte
• Gabès
• Ariana
• Gafsa

Time zones

• Single zone UTC+1 (Central European Time)
• no daylight saving (DST abolished after 2008)

Android vs iOS

85% 15%

Android 85% iOS 15%

Phone brands

• Samsung (~26%)
• Apple (~15%)
• Xiaomi (~14%)
• Infinix (~9%)
• Oppo (~8%)

Top e-commerce

• Tayara (tayara.tn — classifieds, most-visited)
• Mytek (electronics leader)
• Tunisianet (electronics/IT)
• Spacenet (electronics)
• AliExpress (cross-border)
• Shein / Temu (cross-border)

Peak activity

Evenings ~20:00-24:00 local (after work/dinner); during Ramadan strongest late-night after iftar; weekend Sat-Sun

Creative taboos

Islam/religion, alcohol & pork imagery, nudity/LGBTQ themes, domestic politics (President Saied post-2021, migration) — keep creatives modest and respectful

Also worth knowing

1. COD-first market (~70% of orders) — call-center confirmation quality makes or breaks CPA economics.
2. Crypto is fully banned (2018 BCT directive) and a 2026 bill cracks down on unlicensed online gambling with ISP/payment blocking — avoid crypto, treat offshore gambling as legal-risk.
3. Bilingual Derja+French creatives convert best; the large France/Europe diaspora is a valuable retargeting/lookalike pool; Jumia's 2024 exit shifted e-commerce to local electronics retailers + Facebook/Instagram COD sellers.