What Monoprix does

Monoprix is a Tunisian supermarket chain headquartered in Mégrine, Tunisia, operating under a brand with heritage traced to 1933 (per firmographic data) and serving general Tunisian consumers through a multi-channel retail format. Its product surface combines physical supermarket locations, a dedicated e-commerce platform at courses.monoprix.tn for online grocery ordering and home delivery, native mobile applications on iOS (App ID 6446925738) and Android (package com.apeiron.monoprix), the Smiles customer loyalty and rewards program at monoprixsmiles.monoprix.tn, and a recurring promotional catalog offering called Bonnes Affaires that includes named ranges such as M.express and Fraîcheur. Underlying technology is conventional retail/e-commerce stack — a web storefront, mobile apps, and a loyalty platform — with no disclosed proprietary AI/ML components, integrations, or API surfaces.

The business model is a domestic Tunisian omnichannel grocery retailer monetized through unit sales across physical stores and digital channels; pricing is not publicly disclosed. Customer acquisition and engagement are driven through social media (Facebook, Instagram, YouTube), email newsletters, mobile app-store presence, and digital promotional catalogs distributed via fliphtml5. The company runs extended customer service (phone 8h-20h, email 9h-22h, seven days a week) and lists 10,000+ employees, with BVMT ticker bvmt:MNP per firmographics, though ownership, governance, and management team details are not disclosed in the available sources. Financial inputs supplied for 2021-2025 contain figures (revenue stated in hundreds of trillions of USD) that are not internally consistent with a Tunisian supermarket chain of this profile and appear to be data contamination; these should not be relied upon without verification.

Name

Monoprix

Legal name

Monoprix

Website

https://monoprix.tn

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Monoprix is a Tunisian supermarket chain operating physical stores, an online grocery platform (courses.monoprix.tn), and iOS/Android mobile apps, serving general Tunisian consumers via the Smiles loyalty program and weekly Bonnes Affaires promotional catalogs.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Grocery and Convenience Retailers (4451)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

akta.pro secondary industries

General Online Grocery (Full-Basket) (CRAHAIAA), Grocery & Food Omnichannel (CRAFAEAE), Grocery & Convenience Delivery Platforms (BPAMAHAC)

Keywords

• Grocery retail
• Online grocery delivery
• Supermarket chain
• Mobile shopping app
• Loyalty rewards program

Headquarters

HQ city

Mégrine

HQ country

Tunisia

HQ region

Africa

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Distribution channels3 records

Marketing channels6 records

Core offering

Monoprix operates a chain of supermarkets in Tunisia selling groceries and household products through physical stores, an e-commerce ordering platform (courses.monoprix.tn), and iOS/Android mobile applications that support home delivery. The business is reinforced by a customer loyalty program (Smiles) and weekly promotional campaigns, including weekend deals and digital catalogs.

Product overview

Monoprix is a Tunisian supermarket chain offering a multi-channel retail experience comprising physical store locations, an online shopping platform (courses.monoprix.tn), and a mobile application for iOS and Android. The company operates a loyalty program called Smiles and runs promotional campaigns through its Bonnes Affaires section featuring weekly deals and catalogues. The product portfolio consists of a core e-commerce platform for grocery delivery, mobile shopping applications, a loyalty rewards system, and physical retail stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Monoprix Online Shopping (courses.monoprix.tn) Online grocery shopping and delivery platform allowing Tunisian customers to browse products, place orders, and have groceries delivered to their home. Targets general consumers seeking convenient grocery access.
• Monoprix Mobile Application Monoprix Tunisie mobile application available on iOS and Android for on-the-go grocery browsing, promotional access, and store information. Targeted at general Tunisian consumers.
• Smiles Loyalty Program Customer loyalty and rewards program operated at monoprixsmiles.monoprix.tn offering points and exclusive benefits to registered Tunisian customers. Designed to drive repeat grocery purchases.
• Monoprix Physical Store Network Chain of physical supermarket locations across Tunisia where customers can shop groceries and household products in person, supported by a store locator on the company website.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Promogro: North African-focused grocery and food distribution group. Comparable to Monoprix as a regional grocery operator, though operating across multiple North African markets rather than Tunisia only.
• Marjane (Morocco): Moroccan hypermarket and supermarket chain with strong North African grocery presence. Comparable as a regional full-line grocery operator across MEA.

Broad incumbents

• Carrefour (Broader MEA): Global grocery incumbent with MEA franchise operations including Tunisia. Overlaps with Monoprix in assortment, omnichannel and loyalty mechanics across the region.
• Monoprix France (Casino Group): The original French Monoprix chain owned by the Casino Group. Comparable as a same-brand grocery retailer, but operates at much larger scale in France rather than Tunisia.

Emerging players

• Talabat (delivery platform, MEA): Major MEA on-demand delivery platform increasingly partnering with grocery retailers. Comparable to Monoprix's courses.monoprix.tn delivery capability as an emerging digital grocery channel in the region.

Direct peers

• Azur (Tunisia): Tunisian supermarket chain offering groceries and household goods in physical stores. Competes directly with Monoprix for everyday shopping trips.
• Magasin Général (Tunisia): Historic Tunisian department-store and grocery retailer. Competes with Monoprix across general merchandise and grocery categories in Tunisia.
• Géant (by Casino) Tunisia: Hypermarket chain in Tunisia operating large-format grocery stores. Competes head-to-head with Monoprix for weekly household baskets in Tunisian cities.
• Carrefour Tunisia: Operates hypermarkets and supermarkets in Tunisia with both physical stores and online grocery ordering. Direct multi-channel competitor to Monoprix in the Tunisian market.
• Jumbo (Tunisia): Tunisian retail chain focused on food and household assortment, overlapping with Monoprix's core categories in physical grocery retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCJM2BOcyRfNo4F7AVkrv1MQ
• Facebookfacebook.com/monoprix.tunisie
• Instagraminstagram.com/monoprix.tunisie?utm_source=ig_profile_share&igshid=k4h7ukpkcwv
• LinkedInlinkedin.com/company/monoprix-tunisie1

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Monoprix