Analysis of the digital ecosystem in a complex vision: Case of the e-commerce ecosystem in the Tunisian context[Analyse de l’écosystème digital dans une vision complexe : Cas de l’écosystème du e-commerce dans le contexte tunisien]

The dysfunction of the e-commerce ecosystem in the Tunisian context makes us face the problem of analyzing a complex digital ecosystem operating in the complexity of its environment. This problem is confused with regard to the obfuscation of facts, the entanglement of interactions and the uncertainty of the environment. This type of problem exposes difficulties in understanding and explaining a complex reality, especially since we seek to grasp this complexity without obscuring the facts of reality and without fragmenting the problem by reducing it to a few his characteristics. We propose a new model for analyzing the e-commerce ecosystem in a complex vision. We move from a partial explanation to a holistic explanation and then to a complex explanation by considering the e-commerce ecosystem first as an elementary unit, then as a global unit and finally as a complex unit. By mobilizing the approach of complexity, we conduct qualitative research according to the phenomenological method by ensuring the diversity of the units of analysis (consumers, companies, experts and administrative agents). The e-commerce ecosystem was analyzed by designing the entire system and its different parts (bases and actors) together and highlighting the dialogic of order and disorder in an antagonistic, complementary and concurrent way.