Les revenus du commerce électronique en Afrique dépasseront 46 MM$ en 2025 © DR
Morocco is poised to invigorate its digital commerce landscape. The Ministry of Industry and Commerce is actively developing a comprehensive national roadmap, designed to enhance the sector’s structure, bolster its competitive edge, and expand its footprint across international markets. This strategic initiative aims to establish the Kingdom as a premier e-commerce platform throughout Africa.
This ambitious undertaking unfolds amidst a period of rapid global acceleration in online trade. Data from the ministry reveals that the worldwide e-commerce market surged to an impressive 5.8 trillion dollars in 2023, with projections indicating a further rise to 8 trillion dollars by 2027. Morocco itself mirrors this trend, experiencing robust growth. The national sector’s turnover reportedly reached 19 billion dirhams by September 2023, propelled by an average annual increase exceeding 30%.
Despite this evident potential, several obstacles continue to impede the full expansion of national e-commerce. Public authorities have identified key challenges, including issues related to the existing legal framework, taxation policies, logistical complexities, and market organization. Furthermore, the crucial element of consumer trust remains a central concern, particularly in an environment where cash-on-delivery, once the prevalent payment method, no longer adequately addresses evolving digital consumer habits.
A thorough sector evaluation
As a foundational step, the ministry plans to conduct a detailed 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 anticipated impact of e-commerce on vital sectors such as agri-food and textiles. It will also incorporate the expected effects of the African Continental Free Trade Area (AfCFTA).
The forthcoming strategy will also draw insights from successful international experiences, seeking to identify best practices and adapt them into recommendations tailored specifically for the Moroccan context. Ultimately, this process is expected to culminate in a comprehensive development model for 2030, outlining specific objectives for growth, job creation, investment, integration of Small and Medium-sized Enterprises (SMEs), and international market penetration.
