LocationsFrom mission to market: The growth of ILEY’COM
April 23, 2026
Marwa Moula, founder of ILEY’COM, at the closing event of the Nour’com programme, supporting Tunisian eco-friendly brands, October 2025.
Founded in 2021 by the young Tunisian entrepreneur Marwa Moula, ILEY’COM is a digital platform that connects consumers with eco-friendly products created by women entrepreneurs and artisans, while also supporting these entrepreneurs to build and grow sustainable businesses. It also provides digital tools, logistics solutions, and artificial intelligence to simplify access to e-commerce across Africa and internationally. Through ILEY’COM’s online marketplace, entrepreneurs can sell their products to local and international consumers, expanding the sellers’ market reach. In parallel, ILEY’COM provides incubation and training support for entrepreneurs, including free online courses and workshops on topics such as business model development, pitching, marketing strategy, and e-commerce.
Before joining the Green Growth and Jobs Accelerator, ILEY’COM had strong social impact potential but lacked the structured financial and strategic foundation needed to scale. The business operated primarily as a marketplace, and training programme, without a clearly defined revenue model or the financial and impact data required to engage investors.
Through the Accelerator, ILEY’COM received targeted technical support, including 10 hours of one-to-one mentorship from an investment advisor focused on strengthening its financial structure, business positioning, and investor engagement. This included an investment readiness audit, pitch deck refinement, and the introduction of KPI tracking systems. The programme also supported the team in refining its commercial approach and developing a clear expansion strategy.
As Marwa Moula explains:
“Before the Accelerator, we had a strong mission, but we needed structure. The support helped us translate our vision into a business that could grow and attract partners.”
This support led to concrete changes in how the business operates. ILEY’COM transitioned from a commission-based model to a hybrid revenue model combining commissions and subscriptions, where sellers pay a recurring fee to access the platform and its services. This shift has strengthened the company’s financial sustainability by creating more predictable and scalable revenue.
The business also expanded its digital footprint, growing from 2 to 5 sales platforms, including ILEY’COM, Amazon and Etsy, and from 1 to 3 active digital channels (Instagram, Facebook and LinkedIn), with a combined following of 53,000.
Marwa Moula in conversation with financial analyst Aziz Chalghaf at a GGJAP investor day November 2024. These events are a key part of the Accelerator, bringing SMEs together with potential financiers to present their businesses and explore funding opportunities.
Since joining the Accelerator, ILEY’COM has increased its revenue by 145.9% and created 3 new decent jobs – all filled by women – providing formal contracts, fair wages, and social protections such as sick leave, growing its team from 7 to 10 employees.
Alongside this business growth, ILEY’COM has continued to support women entrepreneurs. In 2025, the platform trained more than 100 entrepreneurs, of whom 70% were women, and onboarded over 400 sellers and more than 1,500 eco-friendly products. 40% of the entrepreneurs trained were based in southern Tunisia, where economic opportunities are more limited.
Building on this, ILEY’COM’s model combines market access with practical training, digital and AI tools, enabling women to develop and manage their own online shops. Through its platform and training programmes, the company has supported over 1,000 Tunisian women artisans in adopting digital tools and engaging in e-commerce, many for the first time.
These training activities are delivered both directly and through partnerships with non-profit organisations and private sector actors, including initiatives such as the “Green Economy and Economic Empowerment of Women in Tunisia” programme, supported by UNDP Tunisia and the Orange Tunisie Foundation.
Marwa Moula in conversation with financial analyst Aziz Chalghaf at a GGJAP investor day November 2024. These events are a key part of the Accelerator, bringing SMEs together with potential financiers to present their businesses and explore funding opportunities.
Marwa reflects:
“One of the proudest moments was seeing women, who had never sold online, start receiving orders. Their products became visible beyond their local communities.”
Through the Accelerator’s support on impact measurement and management, ILEY’COM has also strengthened its ability to track and communicate its impact results, improving how the company engages with partners and investors.
Looking ahead, ILEY’COM has expanded its activities in Africa including into Senegal in December 2025. Early traction shows strong demand, with over 500 e-shops (90% led by women) and around 2,000 products already listed online within two months. The company aims to scale further by onboarding more low-income artisans and connecting them to national and international markets.
As Marwa Moula notes:
“The Accelerator gave us not only tools, but confidence. It helped us structure our growth and think bigger about our impact.”
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