How e-commerce startup Little Jenaina champions local artisans in Tunisia

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Tunisian businesswoman Iman Chaabane quit her high-flying corporate career in order to make a more meaningful societal impact, launching an e-commerce platform that champions local artisans and makers of all-natural goods. Now stocking 360 items spanning organic food, cosmetics and personal grooming products, sales at Little Jenaina have soared since the coronavirus pandemic began, as movement restrictions spur Tunisians to try online shopping. “E-commerce in penetration was very low, but since the lockdown started we’ve seen a big increase in demand and in April we doubled our sales,” said Chaabane, who also works as a consultant after many years as a chief financial officer and accounts auditor.


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