The integration of electronic commerce in the mass distribution sector in Morocco: An exploratory study of digital transition strategies

Abstract

The emergence of supermarkets in the early 1990s has changed the way Moroccans traditionally consume. The accounts for around 20% of retail sales in Morocco in Morocco (USDA, GAIN Report).  The technological advances have altered the purchasing habits of Moroccan Moroccan consumers, encouraging them to search for products online. This transition has created fierce competition for retailers, forcing them to adapt their traditional business models. E-commerce as a key element in this reinvention, offering Morocco companies the opportunity to adapt and prosper in this new environment. However, this comes with challenges such as regulation, data security, and international competition. This overview explores in detail the trends, challenges and opportunities opportunities of e-commerce for the Moroccan retail sector, highlighting its crucial role in the future of the sector. The aim of this study is therefore to explore the implications of integrating e-commerce into the operations of Morocco's retail operations in Morocco.

To achieve this objective, our approach is based on a classic literature review, focusing on three key points. Firstly, we will examine the evolution of digital commerce, defining key terms and proposing a typology of e-commerce. Secondly, we analyze the evolution of mass retailing in Morocco. Finally, we will the relationship between e-commerce and mass retailing in Morocco in Morocco, assessing the real impact of e-commerce on sales, business competitiveness and consumer purchasing behavior in Morocco.

Keywords: Electronic Commerce, Digitalization, Distribution, Large-Scale Retail, Competitiveness

Classification JEL:  O32

Paper type: Theoretical Research