Aziz Ben Taieb Discusses the Future of Q-Commerce at Tunisia Retail Days
Aziz Ben Taieb, Head of Q-Commerce and Global Affairs at Glovo Tunisia, spoke at the 4th edition of Tunisia Retail Days on June 18, 2026. The event, themed "New Levers of Growth for Tunisian Retail: Technology, Data, Artificial Intelligence, and Customer Experience," featured a presentation by Ben Taieb titled "From E-Commerce to Q-Commerce: Redefining Immediacy in the New Retail Landscape." He delivered three key messages to retailers and brands in attendance.
Key Messages
- Q-Commerce is Not the Future, It's the Present Ben Taieb emphasized that Tunisian consumer behavior has already changed, with widespread adoption of smartphones for shopping, more frequent and impulsive orders, and increasingly shorter delivery expectations. With a global market estimated to reach $245 billion by 2025, growing at an annual rate of 23.5%, Q-Commerce is now a market reality in Tunisia, rather than a future trend. The message to the industry is clear: adapt now, not in five years.
- Immediacy: The New Standard of Competitiveness The second message highlighted that fast delivery is no longer a differentiating advantage, but a condition for market access. Retailers who fail to integrate this dimension risk losing market share without always realizing the signals in the short term. Using examples from Morocco and Egypt, more mature Q-Commerce markets, the presentation positioned Tunisia at a comparable stage to Morocco in 2021, with a window of opportunity still open for local players.
- Glovo: More Than a Delivery Channel, a Media The third message focused on Retail Media, presented as an emerging opportunity for brands and retailers in Tunisia. According to Ben Taieb, Glovo is now a point of contact with customers who are already intending to make a purchase when they open the app, making it a highly qualified advertising channel. This observation is part of a strong global trend: Retail Media accounted for $184 billion in advertising spending in 2025, with a projected $312 billion by 2030.
About the Intervention
In addition to these three messages, the presentation outlined Glovo Tunisia's roadmap for Q-Commerce, structured around three pillars: expanding the range of available products, improving price accessibility, and guaranteeing the availability of complete orders.
Tunisia Retail Days
The Tunisia Retail Days, organized by Iceberg Agency and chaired by Lamia Tritar, CEO of Iceberg Agency and President of ATPMC, brought together experts and leaders in the retail sector from June 17 to 18, 2026, to discuss technology, data, artificial intelligence, and customer experience.
"The Q-Commerce is not the future, it's the present. Tunisian consumer behavior has already changed: the industry must adapt now, not in five years," said Aziz Ben Taieb, Head of Q-Commerce and Global Affairs at Glovo Tunisia.
