The Tunisian government has identified e-commerce as a key mechanism for promoting the country's handicraft sector, allowing artisans to market and sell their products online, both locally and internationally. According to Khobab El Hadhri, Director of E-commerce and Digital Economy Development at the Ministry of Trade and Export Development, e-commerce provides an opportunity for handicraft businesses to access foreign markets and expand their customer base beyond the local market.
El Hadhri made these remarks during a workshop on the importance of e-commerce in the digital development of handicraft businesses, held on the sidelines of the third edition of the Articrea professional fair for traditional industries. The fair, which is taking place from October 5 to 11, 2026, brings together 228 handicraft businesses from across the country. El Hadhri emphasized that the government has put in place several mechanisms to facilitate the marketing and export of traditional industry products, including the "Easy Export" and "Raiedat Store" platforms.
The "Easy Export" program, in particular, enables artisans to sell their products directly to foreign customers through e-commerce, making it easier for them to export their goods and access new markets. This program, along with other initiatives, aims to support the growth of Tunisia's handicraft sector, which is a significant contributor to the country's economy. According to El Hadhri, the growth of e-commerce also allows artisans to move beyond relying on foreign tourists or local customers.
With the internet providing a platform for promoting and selling products directly to foreign customers, Tunisian artisans can now benefit from electronic payment systems, logistics services, and the Tunisian postal network. This development is expected to boost the country's handicraft exports and provide new opportunities for artisans to grow their businesses. The Articrea fair has attracted a diverse range of participants, with 60% of exhibitors being women and 40% being university graduates.
In order to protect handicraft products from counterfeiting and intellectual property infringement when sold online, several institutions, including the National Institute for Standards and Industrial Property and the Tunisian Society for Copyright and Related Rights, provide mechanisms for safeguarding the rights of product owners and trademarks. El Hadhri encouraged artisans to take advantage of the information and guidance available from these institutions before marketing their products online.
The Ministry of Trade and Export Development, along with the National Office for Traditional Industries, is working to incorporate intellectual property issues into various workshops and meetings aimed at professionals in the sector. This effort aims to raise awareness among artisans about the importance of protecting their intellectual property rights and the resources available to them.
The third edition of the Articrea professional fair for traditional industries will continue until October 11, 2026, at the Kram Exhibition Center, featuring 228 handicraft businesses from across Tunisia. The fair provides a platform for artisans to showcase their products and connect with potential customers, both locally and internationally.
Key points
- The Tunisian government has launched several initiatives to support the growth of the country's handicraft sector through e-commerce.
- The "Easy Export" program enables artisans to sell their products directly to foreign customers through e-commerce.
- Several institutions provide mechanisms for protecting the intellectual property rights of handicraft product owners and trademarks.
