Online Shopping in Tunisia: A Reality with Its Own Set of Challenges
Online shopping, which has become more than just a tangible reality but a daily practice in Tunisia, is flourishing like never before, driven by technological progress and the growing need for home delivery. The rapid expansion of the delivery industry has also contributed to this trend.
However, it is not uncommon to experience a harsh reality check when the product delivered to our doorstep does not match the one presented online. The product showcased in the virtual world often undergoes a virtual makeover, using modern commercial techniques, whereas the actual product delivered is a far cry from the online representation. This discrepancy can lead to a sense of mistrust, making customers feel deceived and prompting them to abstain from online shopping altogether.
In the early days of online shopping in Tunisia, the payment process was plagued by a lack of trust, which was mitigated by the option to pay upon delivery, either in cash or by check, after verifying the contents of the package. However, the meticulous verification of a product's authenticity and quality remains a subject of controversy. For many Tunisians, nothing beats the experience of physically visiting a store to see and touch the product before making a purchase.
The absence of a guarantee from a reputable brand or distributor can evoke a sense of mistrust in consumers. This phenomenon is widespread in various domains, including textiles, food products, hardware, beauty products, gadgets, and household items. For instance, a customer may discover that a product claimed to be 100% cotton is actually a 50% cotton and 50% polyester blend. Alternatively, they may find that the same item they paid 100 dinars for, plus 7 dinars for delivery, is available for only 30 dinars in certain parts of the capital. The issue of counterfeit or mislabeled products, such as "100% bio" honey or meals delivered in unhygienic containers, is also a concern.
Some online sellers, keen to maintain a good reputation, offer the option to return or exchange unsatisfactory products. Others allow customers to rate their service, using a 1-to-5 star system, to build their online reputation. Some brands even have physical stores, and online sales are just one aspect of their business.
One thing is certain: whether it's a scam or not, online shopping continues to thrive in Tunisia, driven by the logic of cost optimization and reduced travel, despite the often-lacking trust, which is not unique to online shopping or the Tunisian market.
