Consumption: The great change towards e-commerce on the right path

Strong demand for everyday products, especially consumer goods was observed.

The government is working to create an innovation ecosystem focused on digital, in the service of the trade and distribution sector.

Moroccan consumers are increasingly using mobile applications to make their various purchases. This is even a trend that stands out across Africa. In any case, this comes from the first e-commerce report in Africa and Morocco, published by Jumia, an online shopping site founded in 2012 and headquartered in Casablanca.

This change is part of a broader dynamics of economic change in Morocco, which is taking place specifically among the young, urban and technology-savvy population, refers to the e-commerce platform. This is also one of the main conclusions of this report, which is based on data collected on the platform and describes the importance and impact of online purchases in the context of a pandemic.

Produced in collaboration with UNCTAD (United Nations Conference on Trade and Development), IFC (International Finance Corporation) and Mastercard, this report also shows that many local traders and artisans in Morocco have also been able to continue selling their products.

Although Covid-19 caused significant disruption to international supply and logistics, there was strong demand for everyday products, including consumer goods.

“We followed the evolution of the buying habits of Moroccans which changed significantly during the incarceration by becoming more focused on basic necessities and daily products”we point to the e-commerce platform.

The effects of the pandemic, supported by commercial and marketing efforts made by e-commerce sites, have led to a change in the mix of product categories, particularly at the level of fashion, beauty and articles. FMCG, pointing platform.

“The ministry is working to create an innovation ecosystem focused on digital, serving the trade and distribution sector, and in particular e-commerce. In this sense, the ministry is working with institutional partners and the private sector to promote digitalization and popularize ways that are likely to boost trade through digital tools and channels, while ensuring the protection of the interests of professionals and consumers. »underlined, in this regard, Abdelouahed Rahal, Director General of Trade at the Ministry of Industry, Trade, Green Economy and Digital.

In addition, Covid-19 has undeniably accelerated the pace of change while helping to improve financial and social inclusion within the Kingdom, the report said. Moroccan consumers are increasingly changing their consumption habits to adopt tap-and-go contactless payments, but also to make online purchases, and explore the potential offered by new payment methods. .

The use of new payment technologies is therefore undeniably on the rise, and consumer appetite for new fast and flexible digital experiences continues to grow in Morocco. Sector professionals in Morocco have also noticed a growing momentum regarding the adoption of digital payments at the level of its platform.

“In fact, more consumers turned to JumiaPay for the first time during the pandemic, mainly for security reasons and for the quality of services offered by the application, especially in terms of bill payment. For example”we note among those responsible for the Jumia platform.

In addition, they point out, their company has worked to empower women and help them succeed in a digital economy through organizational training and access to fintech solutions.

During this pandemic, e-commerce continues to play an important role through its impact on society and the economy. As a key factor of integration, offering new opportunities to businesses and job creators, especially for young people, e-commerce is effectively contributing to the modernization and restructuring of the trade sector in our country. countries, thus advancing, the transition to a resilient, more competitive and more prosperous digital economy.

“It is undeniable that online commerce is still evolving in Morocco, and elsewhere. However, the expected level of development is still not achieved due to the assets available in our country, specifically the rate of Internet access exceeded 74%, a government commitment to digital development, a highly competitive information and communications sector and a young population. introduced to information and communication technologies at an early stage “, conclude the authors of this report. It should be noted that Jumia is one of the major pan-African e-commerce platforms and is active in six regions of Africa comprising 11 countries. The platform consists of a marketplace, which connects sellers to buyers, a logistics service, which allows shipping and delivery of packages from sellers to buyers, and a payment service, which facilitates transactions between active platform participants in selected markets.

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