Terna, Mind the Bridge, and ELIS have selected Kamioun as one of the five standout startups for the Terna Innovation Zone Tunisia (TIZ).

That alone should raise some curiosity. But Kamioun doesn’t just stand out because of an award. Their model is changing how small retailers in Tunisia get their goods, offering a mobile-first B2B platform that connects Fast-Moving Consumer Goods (FMCG) manufacturers directly with mom-and-pop shops across the country. No middlemen. No delays. Just click, order, and get your inventory within 24 hours, free delivery included.

Mind the Bridge caught up with founder and COO Fares Belghith to talk traction, transformation, and the challenges of disrupting a market that’s still catching up to digitization.

Fares, let’s get straight to it. You say you’re transforming B2B retail tech in Tunisia. But Tunisia still operates in a largely informal economy. Isn’t it too early to digitize corner shops?

That’s exactly why it matters now. Compared to countries like France, where supermarkets account for around 95% of the retail market, in Tunisia, approximately 80% of retail takes place through corner shops — with an estimated 100,000 small stores across the country. Most of them still use pen and paper. But they’re digital-ready in the sense that they all use smartphones and WhatsApp to do business. So while the infrastructure is informal, the users aren’t disconnected. We just had to meet them where they are and bring efficiency to their daily operations.

What’s the value proposition in one sentence?

Shop owners can get all their inventory from a single app, without calling five different wholesalers, and have it delivered the next day.

Sounds simple. But how do you make money?

We work with FMCG manufacturers and get a margin on each sale. Our core strength is consolidating demand and optimizing logistics. It’s a win-win for both the shop and the brand.

Let’s talk about scale. How many shops are you reaching today?

We currently serve 1,300+ retailers across 6 governorates. We’ve processed more than 35,000 orders. In terms of traction, we’ve grown by 100% year-over-year. We also have a 91% app adoption rate among the shops we work with.

You say you’re the first mover in Tunisia. How long can that last?

First-mover advantage only gets you so far. What matters is the depth of your execution. We’re focusing on solving real pain points with local insight. We’ve built a scalable logistics layer, we offer credit lines, and we’re constantly improving the tech. But competition will come, and that’s healthy.

Let’s be honest: these are not easy customers to onboard. What was the hardest part?

Building trust. We’re not just asking shop owners to use an app. We’re asking them to change a behavior that’s been the same for 30 years. That requires a human layer. We work closely with them, we train them, we even onboard them in person. Tech is just the enabler.

You recently joined the Terna Innovation Zone Tunisi. What does that bring to the table?

A lot. The TIZ program is helping us build connections with industrial players and scale the way we think about infrastructure and sustainability. It’s not just visibility. It’s access to a broader innovation ecosystem and corporate partners that want to test and support new solutions.

How do you see Kamioun evolving in the next 12-24 months?

Our goal is to evolve Kamioun into a more asset-light model. That means expanding our product assortment without increasing inventory, and reaching more retailers without the need for additional warehouses. We’re focusing on enabling and digitizing the broader distribution sector, which allows us to shift towards a true marketplace model. This approach not only improves scalability but also positions us for faster and more efficient expansion. Strategically, our sights are set on French-speaking Africa, where we see the strongest alignment with our model—more so than North Africa as a whole.

And what’s keeping you up at night?

Honestly? Talent and cashflow. As a startup in Tunisia, you’re constantly optimizing between hiring smart and staying lean. And with the kind of growth we’re seeing, cashflow management is always critical.

One last thing: why should the rest of the world care about what you’re building?

Because if it works here, it can work in many other places. Informal retail is a $900B+ market globally. And platforms like Kamioun can be a blueprint for digital inclusion, supply chain resilience, and economic empowerment across emerging markets.

Kamioun at a glance:

  • Founded: 2020
  • Employees: 22 (70% operations, 30% tech)
  • Retailers served: 1,300+
  • Orders processed: 35,000+
  • Platform adoption rate: 91%
  • Regions: 6 governorates across Tunisia

Learn more about the Terna Innovation Zone and the startups shaping Tunisia’s next industrial chapter.