Morocco is poised to inject fresh momentum into its digital commerce sector. The Ministry of Industry and Commerce is currently crafting a comprehensive national roadmap designed to bolster the structure and competitiveness of this burgeoning industry. The ultimate goal is to significantly expand its international footprint, positioning Morocco as a premier e-commerce hub across the African continent.
This strategic initiative unfolds against a backdrop of rapid global acceleration in online trade. Data from the ministry reveals that the worldwide e-commerce market reached an impressive $5.8 trillion in 2023, with projections indicating a surge to $8 trillion by 2027. Morocco itself is experiencing robust growth, with the sector’s turnover hitting 19 billion dirhams by September 2023, driven by an average annual increase exceeding 30%.
Les revenus du commerce électronique en Afrique dépasseront 46 MM$ en 2025
Despite this considerable potential, several obstacles continue to impede the full expansion of national e-commerce. Government authorities have identified challenges related to the legal framework, taxation policies, logistical infrastructure, and overall market organization. Furthermore, the critical issue of consumer trust remains paramount, particularly as the long-dominant cash-on-delivery payment method increasingly falls short of evolving digital consumer expectations.
A thorough analysis of the sector
The ministry’s initial step involves undertaking a comprehensive study of the sector to establish a precise current assessment. This analysis will delve into governance structures, digital and logistical infrastructures, existing economic models, and the ripple effects of e-commerce on key industries such as agro-food and textiles. It will also incorporate the anticipated impacts stemming from the African Continental Free Trade Area (AfCFTA).
The forthcoming strategy is also expected to draw insights from successful international models, identifying best practices and formulating recommendations specifically tailored to the Moroccan context. Ultimately, this endeavor aims to culminate in a detailed development blueprint extending to 2030, complete with specific targets for growth, job creation, investment, integration of Small and Medium-sized Enterprises (SMEs), and enhanced international market access.