Tunisian law does not allow wholesale or retail marketing by foreign businesses. The government restricts domestic market distribution to Tunisian nationals.  Every joint venture with a majority foreign investor is considered an exception subject to a license dependent upon the economic benefit of the product. For example, licenses were necessary for the opening of foreign-branded supermarkets established under joint ventures, such as Carrefour, Géant, and Monoprix. The government eliminated authorization requirements for ventures by Tunisian nationals, such as the opening of shopping malls and supermarkets. 

Although the traditional distribution network, based on more than 293,000 neighborhood grocery shops scattered throughout the country, continues to dominate the market, modern distribution channels are growing rapidly.  Hypermarkets now represent 22% of the retail sector, and the government’s stated goal is to increase that to 25% in 2030. Currently, there are more than 900 modern food retail outlets, including hypermarkets, supermarkets, and ‘superettes’ (self-service food outlets of less than 500 square meters). Fresh fruits, vegetables, and seafood products are also sold in local outdoor markets.

Ninety percent of Tunisia’s foreign commercial trade is conducted by sea. Most incoming and outbound trade passes through Rades Port, the country’s principal container facility, which handled 66% of the country’s container TEU traffic in 2024. Sfax is the second-largest city and a large commercial center, and its port handles about 20% of container traffic. Other active ports are in Sousse, Gabes, Skhira, Bizerte, and Zarzis. The port of Skhira specializes in petroleum transport. The ports of Bizerte and Zarzis have associated free-trade zones. The state-owned enterprise Compagnie Tunisienne de Navigation (CTN) is the principal shipping company. The Tunisian Port Authority (OMMP) oversees the management of ports.  

The major freight center at Tunis-Carthage Airport handles 97% of the country’s air freight. Tunisia enjoys a fairly advanced network of roads and railways to facilitate transportation and distribution to all parts of the country.

Using an Agent or Distributor

The utilization of well-informed and connected local agents/distributors is crucial for successful product introduction.  Agents’ knowledge of the local market and players can make the difference between commercial success and failure.  To assist U.S. firms in finding potential partners, U.S. Embassy Tunis, a U.S. Foreign Commercial Service Partner Post, provides services such as International Company Profiles (ICP), International Partner Searches (IPS), and Gold Key Matching Services (GKS). 

Many businesses are family-owned or controlled.  While some might welcome foreign investment in distribution or marketing ventures, others may be resistant to ceding control to foreigners. Distribution or marketing contracts should be very specific about financial obligations and performance measurements. U.S. firms should also consider establishing contracts to cover a probationary period for any prospective partner.

Tunisian commercial legislation contains provisions designed to protect minority shareholder interests. With few exceptions, exclusive distribution contracts are forbidden by law.  

Establishing an Office 

The Agency for the Promotion of Industry and Innovation (APII) offers a “one-stop shop” service to investors seeking to register a business. Generally, it takes about two weeks to complete the process. Some procedures can be completed online. Investors have complained of delays, opaque rules and fees, and other bureaucratic complications. Companies should obtain the advice of a local lawyer before starting the process. The U.S. Embassy maintains a list of English-speaking local attorneys.   

After establishing a company, firms may need to complete a wide range of regulatory, licensing, and logistical procedures before introducing products or services to the market. This can be a long process, but the active involvement of APII, FIPA, and TIA can accelerate procedures considerably.  

FIPA’s simplified procedures are not applicable to all commercial activities. Ministerial decree #417 of 2018 gives details of activities requiring government authorization.  This “negative list” includes activities in:
•    natural resources, 
•    construction materials, 
•    transportation by land, sea, and air, 
•    banking, 
•    finance, 
•    insurance, 
•    hazardous and polluting industries, 
•    health, 
•    education, and 
•    telecommunications.  

In 2021, the government announced the elimination of government authorization requirements for 27 business activities in various sectors of the “negative list,” about 10% of the total authorization categories. The change allows foreign and local investors to open businesses according to specific conditions without waiting for a government license.  

For example, government authorization is no longer required for business ventures to:
•    open shopping malls and supermarkets,
•    operate certain aircraft for tourism and leisure activities,
•    manage financial portfolios by non-resident companies,
•    organize sporting events, manufacture cement,
•    self-produce less than one MW electricity from renewable energies,
•    import and market films,
•    sell and distribute tobacco and alcohol, and
•    import used clothes.

For the latest Investment Climate Statement (ICS), which includes information on investment and business environments in foreign economies pertinent to establishing and operating an office and to hiring employees, visit the U.S. Department of State’s Investment Climate Statement website.

Franchising

Most retailers of foreign brands operate solely as product distributors. The private sector generally has little understanding of the franchising concept, but interest is increasing and significant sector growth is possible. 

The government views the establishment of a franchise-friendly environment as a priority for spurring economic growth among small and medium enterprises and has worked with the U.S. Department of Commerce’s Commercial Law Development Program (CLDP) to improve the legal framework for franchising. Franchises may now operate like any other foreign business.  

The Ministry of Trade and Export Development has responsibility for franchise-related contracts. The Ministry maintains a “positive list” that includes:
•    retail, 
•    distribution operations, 
•    hotels, 
•    tourism, 
•    training, 
•    teaching, 
•    vehicle servicing, and 
•    beauty salons.  

Franchises on this list can operate without prior authorization. Three key sectors, however, are not on the list and require case-by-case approval from the ministry:  food and beverage; real estate; and advertising.  To the Embassy’s knowledge, no application from a Tunisian franchisee for a U.S. franchise in these three sectors has ever been denied.  When adjudicating an application, the ministry weighs factors such as local competition, job creation, and value added to the national economy. 

As of August 2025, the government confirmed authorization for 30 foreign franchises not on the pre-approved list, many of which are U.S. brands, such as real estate brokers Re/Max and Century 21, advertising company Sign-A-Rama, and food companies Burger King, KFC, Fatburger, Chili’s, and Papa John’s.

Created in 2010, the Tunisian Franchise Association is the sector’s principal lobbying entity. The Tunis Chamber of Commerce and Industry (CCIT) works with the association and CLDP to organize an annual franchise conference in Tunisia. 

Direct Marketing 

Doing business in Tunisia remains largely dependent upon personal relationships. Although direct marketing is increasing, customers increasingly expect access to after-sales services and are sometimes reluctant to purchase new products, technologies, or brand names in the absence of a local representative. 

Joint Ventures/Licensing

When selecting a local partner, U.S. companies should be rigorous in conducting due diligence. There are several examples of successful U.S.-Tunisian joint ventures. The Embassy recommends, however, that U.S. firms retain management control of any joint venture company. Joint venture agreements should also clearly establish a binding dispute settlement procedure (such as referring cases to the International Court of Arbitration) acceptable to both parties. Licensing agreements have also worked well but may require periodic visits to ensure adherence to quality control and other standards.

Express Delivery

Reliable courier services are available through both international and local express delivery services. Express service points are found in several locations around the country. Average delivery time from Tunisia to most parts of the United States is about four business days.

Customs monitors all parcels. The de minimis value below which no Tunisian duty or tax is collected is 50 Tunisian dinars (approximately $17). 

Due Diligence

Market research firms and certified public accountants affiliated with major international companies are present. These companies can supply limited credit information on a selective basis. However, it may be difficult to perform due diligence on Tunisian banks, agents, and customers. Banks will not provide information on business clients without explicit permission from the clients themselves and then may only provide limited details. Credit checks and reports are neither standardized nor readily available.

U.S. companies that require due diligence investigations are encouraged to contact the U.S. Embassy in Tunis and inquire about its International Company Profile (ICP) service. The ICP service can provide extensive background information about a Tunisian company, including its capital, principals, foreign clients, and market share, but the financial details provided by the company’s bank are usually vague.