Tunisia's Payment Landscape: A Mixed Bag
Card Payments on the Decline, but Digital Transactions on the Rise
As of September 2024, the number of bank cards in Tunisia stood at 6.361 million, down from 7.053 million in 2023. Despite this decline, the country's payment infrastructure remains robust, with 3,287 DAB/GAB (banking agencies) and 38,200 Electronic Payment Terminals. This is expected to boost the culture of online payments.
Monetic Activity Sees Progress, but Cash Withdrawals Dominate
Monetic activity through cards has made significant progress, with 121.2 million operations (up from 112.1 million in September 2023) worth 20,917.7 MTND (up from 19,040.0 MTND in September 2023). The average transaction size has increased to 172,588 TND (up from 169,848 TND in September 2023).
However, cards are still primarily used for cash withdrawals from DAB/GAB rather than for digital payments. In fact, 62% of monetic operations and 77% of their values are related to withdrawals. This is a positive evolution, as the proportion of withdrawals was 64% a year ago.
Average Payment Values Reflect Decreased Purchasing Power
On average, a payment by card, whether online or offline, amounts to 104,461 TND, down from 108,514 TND a year ago. This reflects the decline in purchasing power among Tunisian consumers. Further analysis reveals that the average proximity payment is 126,677 TND (down from 130,145 TND in September 2023), while the average e-payment is 61,412 TND (down from 66,268 TND in September 2023). The conclusion is the same: a higher volume of transactions, but lower in value.
Cash Remains King, Despite Measures to Reduce Banking Fees
The average withdrawal amount is 214,343 TND, up from 204,348 TND a year ago, proving that despite measures to reduce banking fees, cash remains the preferred method.
Mobile Payments See Growth, but Average Transaction Value Declines
The 15 authorized mobile payment service providers have 313,000 wallets, which have enabled nearly 1.6 million transactions worth 232,700 MTND, with an average payment value of 145,437 TND, down from 237,735 TND a year ago. Once again, the average transaction value has declined, reflecting a profound change in the behavior of Tunisian consumers.
A Mixed Bag: Card Usage Increases, but Transaction Values Decrease
In reality, the published figures are not encouraging. While there is a greater generalization of card usage, it is not accompanied by an improvement in transaction values. This is what hinders the development of e-commerce in Tunisia, as illustrated by the recent closure of Jumia.
