Tunisia's Ministry of Trade and Export Development is pushing for the adoption of e-commerce among handicraft businesses to enhance their digital presence and access new markets. According to Khabeb Al-Hadhri, Director of E-commerce and Digital Economy Development at the Ministry, e-commerce provides a vital platform for handicraft businesses to showcase and market their products online, opening up opportunities for them to reach international markets beyond the local market.
The Ministry has introduced several mechanisms to facilitate the marketing and export of traditional industry products, including the "Easy Export" and "Riyadat Store" programs, as well as a system for exporting traditional industry products to foreign customers. These initiatives aim to support handicraft businesses in their digital transformation and export endeavors.
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 international customers using electronic payment methods and logistics services. This shift is expected to increase the visibility and competitiveness of Tunisian handicraft products in the global market.
The "Easy Export" program, in particular, allows artisans to deliver their goods to foreign customers through e-commerce, facilitating export operations and creating new channels for Tunisian handicraft products in international markets. This program is part of the Ministry's efforts to support the development of the handicraft sector through digital means.
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 brands. These include the National Institute for Standards and Industrial Property and the Tunisian Copyright and Related Rights Organization, which offer guidance and support to artisans in registering their brands and protecting their rights.
The Ministry of Trade and Export Development, along with the National Office for Traditional Industries, is working to raise awareness among artisans about intellectual property rights and the resources available to protect their products. This effort includes incorporating these issues into various workshops and conferences targeting professionals in the handicraft sector.
The third edition of the ARTICREA professional salon for traditional industries is currently underway in Tunis, featuring 228 handicraft businesses from across the country, with 60% managed by women and 40% led by university graduates. The event aims to promote Tunisian handicraft products and provide a platform for businesses to network and explore new opportunities.
Key points
- The Ministry of Trade and Export Development is promoting e-commerce to support the growth of Tunisia's handicraft sector.
- The "Easy Export" program provides a platform for artisans to deliver their goods to foreign customers through e-commerce.
- The Ministry is working to raise awareness among artisans about intellectual property rights and the resources available to protect their products.
