E-commerce : comment le Maroc veut devenir une plateforme africaine

Morocco is actively working to invigorate its digital commerce landscape. The Ministry of Industry and Trade is currently developing a comprehensive national roadmap, designed to provide greater structure to the sector, boost its competitive edge, and broaden its reach in global markets. The ultimate goal is to establish the country as a pivotal e-commerce hub across the African continent.

This strategic initiative comes at a time of significant worldwide acceleration in online retail. Global e-commerce revenues soared to $5.8 trillion in 2023, with forecasts indicating a rise to $8 trillion by 2027. Domestically, Morocco’s digital trade is experiencing rapid expansion, with sector turnover reaching 19 billion dirhams by September 2023, driven by an impressive average annual growth rate exceeding 30%.

Despite this promising potential, several impediments continue to hinder the full development of national e-commerce. Public authorities have identified challenges primarily related to the legal and fiscal frameworks, logistical complexities, and overall market organization. Furthermore, consumer trust remains a critical factor, particularly as the long-dominant cash-on-delivery payment method struggles to meet evolving digital consumer preferences.

a detailed sector analysis

The ministry’s initial phase involves conducting a thorough sector study to establish a precise overview of its current state. This in-depth analysis will examine governance structures, digital and logistical infrastructures, existing economic models, and the broader impact of e-commerce on key industries such as agri-food and textiles. It will also factor in the anticipated effects of the African Continental Free Trade Area (AfCFTA).

The upcoming strategy will also draw insights from successful international models, identifying best practices and adapting them to Morocco’s unique context. Ultimately, this will culminate in a comprehensive development framework for 2030, outlining specific objectives for economic growth, job creation, investment, SME integration, and enhanced international market access.