Cash Still King, but e-commerce making inroads in Morocco
E-commerce in Morocco is one of the most dynamic markets in Africa. Online transactions continue to increase, with growing adoption of contactless payment, despite a slight dip following the peak of the health crisis. Although the sector currently represents less than 2% of gross domestic product, it has considerable potential.
Financing start-ups, adapting companies to the e-commerce culture and consumer confidence, underlined by the continued predominance of cash on delivery, are the main challenges. Although there are obstacles, e-commerce can play an important role in promoting social and financial inclusion in Morocco. For this, oversight measures, flexible regulations and the integration of new technologies such as artificial intelligence and blockchain are needed.
A report by the Policy Center for The New South highlights the importance of these initiatives in levelling the playing field and offering new opportunities to marginalized groups.
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