Tunisia's e-commerce sector is providing new opportunities for handicraft businesses to market their products and access foreign markets. According to Khobab El Hadhri, Director of E-commerce and Digital Economy Development at the Ministry of Trade and Export Development, e-commerce is a key mechanism for the digital qualification of handicraft businesses. This allows them to showcase and market their products online, opening up opportunities to reach international markets beyond the local market.
The Tunisian government has implemented several mechanisms to facilitate the marketing and export of traditional industry products. These include "Easy Export" and "Riyadat Store", as well as a system for exporting traditional industry products to foreign customers. El Hadhri highlighted these initiatives during a workshop on the importance of e-commerce in the digital qualification of handicraft businesses, held on the sidelines of the third edition of the "Articrea" professional salon.
The growth of e-commerce enables artisans to move beyond relying on foreign tourists or local customers, as the internet provides a platform to promote and sell products directly to foreign customers. This is made possible by electronic payment methods, logistics companies, and the Tunisian postal network. El Hadhri also discussed the "Easy Export" program, which allows artisans to deliver their goods to foreign customers through e-commerce, facilitating export operations and opening up new channels for Tunisian handicraft products in foreign markets.
To protect handicraft products from counterfeiting and intellectual property infringement when showcased online, several institutions provide mechanisms to safeguard the rights of product owners and trademarks. These include the National Institute for Standards and Industrial Property and the Tunisian Foundation for Copyright and Related Rights. El Hadhri emphasized the importance of raising awareness among artisans about intellectual property rights and the sources of information and procedures available to protect their products.
The Ministry of Trade and Export Development and the National Office for Traditional Industries are working to include intellectual property issues in various conferences and meetings targeting professionals. The third edition of the "Articrea" professional salon, which continues until October 11, brings together 228 handicraft businesses from different governorates, with 60% managed by women and 40% by university graduates.
The "Easy Export" program provides support of up to 50% of the cost of transporting handicraft products, according to the Export Promotion Center. This initiative aims to encourage Tunisian handicraft businesses to export their products and expand their reach into foreign markets.
Tunisia has completed over 400 commercial operations within the framework of the African Continental Free Trade Area agreement "Zlecif". The country is also hosting the Arab Financial Forum, which focuses on promoting flexible, sustainable, and result-oriented public finances.
Key points
- E-commerce provides new opportunities for Tunisian handicraft businesses to access foreign markets.
- The Tunisian government has implemented mechanisms to facilitate the marketing and export of traditional industry products.
- Intellectual property rights awareness is crucial for handicraft businesses to protect their products when showcasing them online.
