This study examines the impact of digital transformation on the Moroccan retail sector within North Africa. A survey was conducted among retailers across various regions of Morocco. Data collection involved online questionnaires distributed through industry associations. Digital transformation significantly altered sales patterns with an increase of 15% in e-commerce transactions compared to traditional retail methods, reflecting changing consumer preferences and expectations. The findings underscore the critical role digitalization plays in modernizing Moroccan retail operations. Recommendations include fostering a more robust digital infrastructure and enhancing consumer education on digital payment systems. Develop digital marketing strategies that cater to online shopping habits, invest in e-commerce platforms for greater market reach, and educate consumers about new digital payment solutions.
Youssef et al. (Thu,) studied this question.
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