Morocco is poised to inject fresh momentum into its burgeoning e-commerce sector. The Ministry of Industry and Commerce is actively crafting a comprehensive national roadmap designed to enhance the sector’s structure, bolster 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 unfolds amidst a backdrop of rapid global acceleration in online trade. Data from the Ministry reveals a worldwide market valuation that soared to $5.8 trillion in 2023, with projections indicating a further surge to $8 trillion by 2027. Within Morocco itself, e-commerce activity is experiencing robust growth, with the sector’s turnover reportedly hitting 19 billion dirhams by September 2023, driven by an impressive average annual increase exceeding 30%.

Despite this promising potential, several obstacles continue to impede the full expansion of national e-commerce. Public authorities have identified critical challenges, including complexities within the legal framework, taxation issues, logistical hurdles, and overall market organization. Furthermore, consumer trust remains a pivotal concern, particularly as the long-dominant cash-on-delivery payment method struggles to keep pace with evolving digital consumption habits.

A comprehensive sector analysis

As a foundational step, the Ministry intends to conduct an in-depth study of the e-commerce sector to accurately assess its current state. This analysis will delve into aspects such as governance, digital and logistical infrastructures, prevailing economic models, and the anticipated impact of e-commerce on key industries like agro-food and textiles. It will also consider the projected effects of the African Continental Free Trade Area (AfCFTA).

The forthcoming strategy will also leverage insights from successful international models, seeking to identify best practices and adapt them to Morocco’s unique context. Ultimately, this process is expected to culminate in a comprehensive development framework for the year 2030, outlining precise objectives for growth, employment generation, investment, integration of Small and Medium-sized Enterprises (SMEs), and enhanced international market access.