The emergence of e-commerce in Morocco : the online marketplace of Jumia in Morocco

Abstract

Over the last few decades, the world has seen the emergence of information and communication technologies and the development of the Internet, which have contributed to the growth of e-commerce, destined to be one of the driving forces behind the global economy. Indeed, in the face of unbridled competition, and as part of the shift from a supply-side market to a demand-side market controlled by customers, e-commerce is emerging as a positive force that can change people's involvement in society, whether as citizens, consumers, workers, or entrepreneurs. In Morocco, the number of companies involved in e-commerce has been growing steadily, particularly since 2007, when the possibility of payment by Moroccan bank cards was introduced.

In this thesis, the current state of e-commerce was analyzed in depth, highlighting its challenges and opportunities. In addition, the intention was to analyze the prospects of e-commerce in the country, considering technological trends, regulatory developments, and consumer behavior. More concrete-ly, a case study was conducted on the experience of Jumia Maroc, one of the country's leading e-commerce platforms, which has made a major contribution to the promotion of e-commerce in Morocco and to the rapid evolution of the sector in recent years. Moreover, this study has provided valuable insights into the practices and challenges of e-commerce in Morocco, as well as practical rec-ommendations for industry players seeking to succeed in this constantly evolving market. Lastly, the research approach uses data analysis, interviews, and surveys to combine qualitative and quantitative methodologies. Consumer preferences were captured through surveys, and operational understand-ings were revealed through industry expert interviews. In addition, theoretical frameworks and em-pirical findings were informed by a thorough examination of industry reports and scholarly literature. This comprehensive strategy provides industry stakeholders with actionable advice along with ad-vanced insights about Morocco's e-commerce market.