Morocco is set to invigorate its digital commerce landscape. The Ministry of Industry and Commerce is actively formulating a comprehensive national roadmap, designed to provide greater structure to the sector, enhance its competitive edge, and expand its footprint across international markets. The ultimate goal is to establish Morocco as a pivotal e-commerce platform across the African continent.
This strategic initiative aligns with the rapid global expansion of online trade. Ministry figures indicate that the worldwide e-commerce market reached an impressive $5.8 trillion in 2023, with projections soaring to $8 trillion by 2027. Domestically, Morocco is experiencing significant growth, with the sector’s turnover hitting 19 billion dirhams by September 2023, driven by an average annual increase exceeding 30%.
Despite this evident potential, several obstacles continue to impede the full acceleration of national e-commerce. Public authorities have identified challenges related to the existing legal framework, taxation policies, logistical complexities, and overall market organization. Furthermore, consumer trust remains a critical factor, particularly as the long-dominant cash-on-delivery model struggles to keep pace with evolving digital consumer behaviors.
detailed sector analysis underway
As a foundational step, the Ministry plans to conduct an exhaustive study of the sector to establish a precise current assessment. This analysis will delve into governance structures, digital and logistical infrastructures, prevailing economic models, and the broader impact of e-commerce on key industries such as agro-food and textiles. It will also incorporate the anticipated effects of the African Continental Free Trade Area (AfCFTA).
The forthcoming strategy will also leverage insights from successful international experiences, aiming to pinpoint best practices and adapt them effectively to the Moroccan context. Ultimately, this effort is expected to culminate in a robust development model for 2030, complete with specific targets for economic growth, job creation, investment, integration of Small and Medium-sized Enterprises (SMEs), and enhanced international market access.
