The North African retail sector has experienced significant digital transformation in recent years, driven by technological advancements and changing consumer behaviors. The analysis will draw from existing literature and theories related to business and psychology, particularly focusing on consumer behaviour and technological adoption in emerging markets. This theoretical framework provides a comprehensive understanding of the dynamics at play within the digital transformation of the North African retail sector. Retail businesses should prioritise enhancing their online platforms and targeting younger demographics to capitalize on the growing trend towards mobile shopping.
Bongara et al. (Thu,) studied this question.