Digital Transformation Indicators in the Retail Sector: From Brick-and-Mortar to Digital Sales: Case of Large Retail Chains in Morocco

Authors

  • Hind EL BHILAT Faculty of Legal, Economic and Social Sciences of fez, Sidi Mohamed Ben Abdellah University, Fez, Morocco
  • Mohammed BAADDI Faculty of Legal, Economic and Social Sciences of fez, Sidi Mohamed Ben Abdellah University, Fez, Morocco
  • El Mehdi EL BHILAT Faculty of Law, Economics and Social Sciences of Souissi, Mohamed V University, Rabat, Morocco
  • Lalla Saadia HAMIDI Faculty of Law, Economics and Social Sciences of Souissi, Mohamed V University, Rabat, Morocco

Abstract

The change in the distribution system in large and medium-sized stores has challenged the business model of most groups, prompting them to rethink their sales strategies by incorporating the benefits of digital transformation into service improvements. This article analyzes the determinants of digital adoption in the large-scale retail sales process in Morocco using a hybrid approach.

On the one hand, a confirmatory quantitative study was conducted among 212 managers and directors of retail chains, using a questionnaire to gather data on the factors influencing the adoption of digital technologies in the sales process. , using the Technology-Organization-Environment (TOE) framework and testing the model using structural equation modeling (SEM). On the other hand, an exploratory qualitative study was conducted among 73 Moroccan consumers through semi-structured interviews processed using a content analysis inspired by Bardin.

The results show that ease of use, the financial capacity of the company, IT expertise, strategic planning, and support from senior management are fundamental elements in the adoption of e-commerce in supermarkets. Thus, fierce competition, the development of consumer behavior, and the arrival of the health crisis have accelerated the digital transformation of sales processes.

 

Keywords: Technology-Organization-Environment (TOE) framework, omnichannel, e-commerce, retail in Morocco, digital transformation, physical sales

JEL Classification : L81

Paper type : Empirical research

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Published

2025-11-02

How to Cite

EL BHILAT, H., BAADDI, M., EL BHILAT, E. M., & HAMIDI, L. S. (2025). Digital Transformation Indicators in the Retail Sector: From Brick-and-Mortar to Digital Sales: Case of Large Retail Chains in Morocco. International Journal of Accounting, Finance, Auditing, Management and Economics, 6(11), 556–578. Retrieved from https://ijafame.org/index.php/ijafame/article/view/2145

Issue

Vol. 6 No. 11 (2025)

Section

Articles

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Copyright (c) 2025 Hind EL BHILAT, Mohammed BAADDI, El Mehdi EL BHILAT, Lalla Saadia HAMIDI

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