Economist and development specialist at the United Nations Conference on Trade and Development (UNCTAD), Faicel Belaïd, stated that global e-commerce remains highly concentrated in a limited number of regions. The United States alone accounts for 40% of global e-commerce volume, followed by China with 18%, and Europe with 17%, while the rest of the world shares the remaining 26%.
Speaking on Express FM on Thursday, June 4, 2026, he noted that around 75% of global e-commerce sales are generated in China and the United States. This concentration is driven by strong technological ecosystems in both markets, widespread internet access, and deeply rooted digital consumption habits.
He explained that UNCTAD supports developing countries in improving their e-commerce environments, given the specific nature of the sector. In this context, the organization has conducted 41 studies in 41 countries, including Tunisia, where an assessment was carried out in 2022 to evaluate the country’s readiness for e-commerce.
According to him, the findings show that Tunisia has promising potential in this field, supported by a solid technological infrastructure. He highlighted that internet penetration in Tunisia reaches 76%, above the global average of 74%.
Belaïd stressed the importance of leveraging technology for national economic development and called for action on several fronts to boost e-commerce, including developing tailored banking financing mechanisms for investors and facilitating digital transactions to help Tunisian companies access international markets.
In this context, he announced the launch of consultations for a national e-commerce strategy for 2027–2031, in partnership with public and private sector actors, national organizations, civil society, and international partners, with technical support from UNCTAD and the Swiss State Secretariat for Economic Affairs.
He also emphasized that developing electronic payment systems is a key challenge, calling for easier international payments, simplified e-commerce export procedures, updated legislation, and improved logistics systems.
Belaïd further noted that the share of Tunisians aged over 15 who made an online purchase in the past 12 months does not exceed 8.7%, according to World Bank indicators, compared to a global average of 60%, highlighting the need to strengthen financial literacy and digital consumer culture.
