Examining the Drivers of E-Commerce Adoption by Moroccan Firms: A Multi-Model Analysis

Abstract

In the context of an increasingly digitized global marketplace, this study seeks to shed light on its adoption in developing countries, focusing on Morocco. Applying logit, probit, and conditional mixed-process probit models to a sample of 807 Moroccan firms, we identify key factors that influence e-commerce adoption. The results show that younger, innovation-driven firms and those with a highly educated workforce tend to adopt e-commerce more readily. However, digital skills required in hiring do not significantly affect adoption, suggesting a complex relationship between digital skills and e-commerce use. The results also show that firms that are active on digital platforms and engage in innovative practices are more likely to adopt e-commerce. Therefore, this study argues for the need to improve digital skills training and for firms to establish a presence on digital platforms and promote innovation. On the policy front, the study suggests the promotion of supportive policies such as financial assistance, improved Internet infrastructure, and robust regulatory frameworks. As an important starting point for future research, these findings underscore the complexities of e-commerce adoption in Morocco and can guide further research, particularly in the context of similar emerging economies.

Mapping of Digital Platforms and e-Commerce Emergence in Africa: Evidence from Senegal

“…In Africa and, more precisely, in Senegal, the development of electronic commerce by local actors is much more recent [2,3]. In Senegal, the sector is dominated by Jumia (2012), which is also located in Morocco [4,5], other African countries, and the West African sub-region. Based in Nigeria, Jumia operates in fourteen countries across the continent and has already raised over 760 million dollars.…”