Internationalization of Tunisian Women Entrepreneurs in Africa: A Growing Reality
To celebrate International Women's Day, the 5th edition of Qawafel Gathering, a key event in the Tunisian export ecosystem, was held in Tunis. Organized as part of the Qawafel project, funded by the French Development Agency (AFD) and led by Expertise France, in partnership with Femmes Entrepreneures de Tunisie and Mazam, this event brought together entrepreneurs, public institutions, support structures, and experts to discuss a crucial question: how to succeed in expanding women-led businesses in the African market?
"These women entrepreneurs come to share their experience of expansion in Africa: success stories, practical advice, and concrete tools," explained Mazen AlKassem, Team Leader and Senior Key Expert at Expertise France, who coordinated the event.
Africa as a Growth Engine
Africa is now a growth engine, driven by the African Continental Free Trade Area (AfCFTA), the rise of the middle class, and rapid digitalization. Tunisia is at a strategic crossroads. The Qawafel Gathering offered a concrete dialogue space where public and private sectors collaborate to build a solid internationalization ecosystem.
The Importance of Networking
Speakers agreed that the issue of information is crucial: it is often the reason for the absence of women in networks and the problem of access to financing. The power of African women's networks is essential; having the necessary maturity to think about export and mastering communication is vital. It is necessary to know how to highlight products and services and position them in relation to very fierce competition. African countries are developing, and competition is becoming increasingly fierce. The importance of local partners who advise and guide on the specificities of their country is essential, which is why the COMESA network is of interest for East and South Africa.
Success Stories
Leila Belkhairia, President of the National Chamber of Women Entrepreneurs and Vice-President of the COMESA Federation of Women in Business, presented the results of her program launched in 2020. It has accompanied over 200 women entrepreneurs in 21 East and South African countries, with three pilot markets: Kenya, Ethiopia, and Madagascar. Among the highlights, a collaboration with the International Labor Organization (ILO) in Kenya led to the creation of the first 100% Tunisian agro-food and biocosmetics fair. The result was contracts for flagship products like couscous, honey, and olive oil, and numerous B2B exchanges in biocosmetics. These initiatives earned the Chamber several COMESA awards, including the most inspiring start-up in 2024 and the best marketing company in 2023. "We aim for more than 50 concrete achievements in the coming years," she concluded.
Comprehensive Support from A to Z
Sahar Mechri, Executive Director of Managers Magazine and founder of the "Femme Entrepreneure de Tunisie" program, detailed the 360° approach of the "export readiness" program for women entrepreneurs: adapting the offer, prospecting, economic missions, and post-contract follow-up. "The goal is to create a dynamic: if it's possible for one, it's possible for all; we must be aware that Tunisian products have a very interesting quality-price ratio and respectable economic competitiveness in most cases, it's just a matter of branding and highlighting them," she summarized, emphasizing the importance of these models for the entire ecosystem. She stressed that the Qawafel program has been very helpful, as it has allowed, through various structures and regions, to democratize export, popularize the approach, and function by example. Her advice to women who want to start exporting: "Structure your company from the start if you aim for international, whether in governance, process..., to allow for repeated absences, but also to be able to interest investors, business angels who could finance this growth."
Inspiring Entrepreneurs
Souha Bjaoui advises aiming for the largest customer in the market and thinking big from the start. Ameni Riehi, an entrepreneur active on five continents and elected Woman Entrepreneur of Tunisia 2026, founder of Steps, shares this ambition: internationalization is not an option, but a strategy from the first steps, after ten years of partnerships in Europe and then in the Middle East, Canada, and South America. Zheira Bennani complements this vision by illustrating her opening of a subsidiary in Nouakchott in coaching and training, highlighting the importance of active listening, a period of observation to understand the market, and taking into account cultural specificities while emancipating oneself from one's prejudices.
Key Takeaways
According to the speakers, to succeed in expansion, it is essential to structure the company upstream by putting in place clear delegation processes, allowing the activity to continue even in the absence of the leader. This organization must be accompanied by financial solidity to cover export costs and reassure investors. Rather than targeting the African continent as a whole, it is better to target specific countries where the product is competitive, relying on networks like COMESA, which master local ecosystems. Strategically, it is advised to target large accounts first to obtain solid references. Finally, a strong online presence through an attractive website and social media is essential to establish trust with future clients.
