Morocco is embarking on an ambitious journey to revitalize its digital commerce landscape. The Ministry of Industry and Commerce is currently formulating a comprehensive national roadmap designed to provide robust structure to the sector, enhance its competitive edge, and expand its footprint across international markets. The ultimate goal is to establish the nation as a premier e-commerce platform throughout Africa.
This strategic initiative comes at a time when online trade is experiencing unprecedented global growth. Ministry figures indicate that the worldwide e-commerce market reached $5.8 trillion in 2023, with projections soaring to $8 trillion by 2027. Domestically, Morocco’s digital economy is also flourishing rapidly. The sector’s turnover reportedly hit 19 billion dirhams by September 2023, driven by an impressive average annual increase exceeding 30%.
Despite this significant potential, several obstacles continue to impede the full expansion of national e-commerce. Public 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, especially as cash-on-delivery, a long-dominant payment method, no longer fully caters to evolving digital consumer habits.
a detailed analysis of the sector
As a foundational step, the Ministry plans to conduct an in-depth study of the sector to accurately assess its current state. This analysis will delve into governance structures, digital and logistical infrastructures, existing economic models, and the broader impact of electronic commerce on key industries such as agri-food and textiles. It will also consider the anticipated effects of the African Continental Free Trade Area (AfCFTA).
The forthcoming strategy will also integrate insights from successful international experiences, aiming to pinpoint best practices and formulate recommendations specifically tailored to the Moroccan context. Ultimately, this will pave the way for a comprehensive development model extending to 2030, complete with precise objectives for growth, job creation, investment, SME integration, and international market penetration.
