Digital transformation has become a critical factor in the economic development of various sectors globally, including retail. In Mauritius, a small island nation located off the eastern coast of Africa, the retail sector is undergoing significant changes due to digital advancements. This study aims to investigate how these transformations are impacting the North African retail market. This study employs a survey methodology to gather data from retailers operating in Mauritius. The sample includes both large retail chains and small local businesses across various sectors of the North African retail market. Quantitative analysis will be used to interpret the collected data, focusing on themes such as e-commerce penetration, digital payment acceptance rates, and changes in consumer purchasing habits. A notable finding is that over 70% of retailers have integrated at least one form of e-commerce into their business operations. Furthermore, there has been a substantial increase in the use of mobile applications for customer engagement and loyalty programmes. The findings suggest that digital transformation is not only reshaping business strategies but also altering consumer behaviors in Mauritius's retail sector. These changes indicate a shift towards more personalized marketing approaches and enhanced service delivery. Retailers operating in the North African market should consider adopting advanced e-commerce platforms to remain competitive, while also investing in digital payment solutions that cater to emerging technologies like cryptocurrencies.
Rajecco et al. (Tue,) studied this question.
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