Sidi Mohammed IDRISSI MELYANI: “Morocco would benefit from the implementation of incentive measures for the growth of e-commerce”

To develop an innovative and competitive economy, it is essential to create a digital and technological ecosystem. In this sense, ADD accompanies and assists private operators in the digital development process in order to guarantee the best conditions for its acceleration and allow its use as a lever for the creation of wealth and economic growth.

Digital is clearly identified as a development lever with a strong socioeconomic impact, but also a vector of efficiency and competitiveness for the country. Aware of the opportunities offered by digital, Morocco has been committed, over the last decades, to a continuous process of digital development, namely through the implementation of national strategies and programs for the development of digital, resulting in progress in terms of digital infrastructure and the competitiveness of the national economy.

In addition, the country’s New Development Model (NMD) gives a central place to digital technology and places it as a true lever of change and development. Indeed, one of the bets of the NMD is “to become a digital nation, where digital technologies are fully mobilized in view of their transformative and economic potential”. The integration of information and communication technologies (ICT) in economic activity is a prerequisite for the establishment of a knowledge society and an accelerator for the creation of added value.

ICT occupy a growing place in the Moroccan economic fabric, but it still remains weak: 2.59% (WOMPIC Barometer) of the number of companies created in 2022 are in the ICT sector, compared to 1.84% in 2019. Internet’s contribution to Moroccan GDP, was estimated at 6.8% in 2020 with growth potential to reach 7.8% in 2025, then 12.9% in 2050 (DEPF report). Consequently, the national economy would benefit from further exploiting the opportunities offered by digital technology to stimulate its growth.

What are the imperatives for the development of a national digital economy?

Faced with these findings, and in order to develop an innovative and competitive economy thanks to the performance gains provided by digital, it is essential to set up a digital and technological ecosystem, with the aim of accelerating the digital transformation of the Moroccan economy. This requires, on the one hand, the development of technology sectors, the encouragement of innovative entrepreneurship through the development of start-ups and the use of new emerging technologies, as well as the establishment of an attractive framework for international players in the digital ecosystem. On the other hand, it is also important to encourage and support all economic sectors and the business fabric in their digital transformation.

For example, Morocco would benefit from the implementation of measures to encourage the growth of e-commerce, one of the main drivers of the digital economy, both at the logistical, regulatory, promotional, transactional and connectivity levels. It is also essential to continue to support Research and Development, by strengthening collaboration in scientific research between companies and research organizations, to build Morocco’s innovation capital and develop the right talent, capable of responding to the demands of a rapidly changing market. change, as well as the implementation of measures to encourage R&D.

What is ADD’s strategy to ensure the growth of e-commerce In Morocco?

E-commerce is today one of the main drivers of the digital economy, driven by digital platforms dedicated to the transaction of goods and services. In Morocco, this sector has seen continuous progress over the last few years, driven by the evolution in the use of ICT, the increase in the number of Internet users and cyberconsumers. In its latest report on Moroccan e-banking activity on September 30, 2021, the CMI indicates that Moroccan e-commerce activity increased by 48.4% in number and 30.5% in value compared to the same period last year. 2020 (CMI Report 2021) .

For its part, the ADD, and in fulfilling its attributions, aims to support and assist private operators in the digital development process in order to guarantee the best conditions for its acceleration and allow its use as a lever for wealth creation and growth economic .

How does ADD guarantee the application of technical standards for digital products and services?
Among the missions assigned to the ADD by Law No. 61-16 which creates the Digital Development Agency (ADD), it is worth mentioning establishing technical standards for digital products and services with authorities and organizations and ensuring their application. With regard to standards relating to electronic commerce, the ADD collaborates with other stakeholders through proposals within the scope of the national standardization plan.

In general, electronic commerce is covered, in particular, by Moroccan standards, in this case the NM ISO 15000-5 standard on Electronic Commerce in Extensible Markup Language (ebXML) and the NM ISO 10008 standard on Management Quality – Customer Satisfaction – Guidelines for merchant-to-consumer e-commerce transactions as well as Moroccan standards related to Electronic Data Interchange for Administration, Commerce and Transport (EDIFACT)”.

The recipe for ADD in promoting online payments

In accordance with its mission of promoting and disseminating digital tools among society’s actors, and within the scope of its contribution to the implementation of the National Strategy for Financial Inclusion carried out by Banco Al-Maghrib, the ADD included, in its action plan, a project on the financial inclusion of vulnerable populations through mobile payment, which aims to promote the development of its use for the digital inclusion of society. This project aims to: guarantee the social and financial inclusion of vulnerable populations; promote the use of mobile payment and the Moroccan brand “Maroc Pay” of the national solution; improve the standard of living of targets; but also to improve the performance and competitiveness of the economic agents involved (local traders, etc.).

As part of the implementation of this project, ADD signed a partnership agreement with GP2M (Mobile Payment Group Morocco) to contribute to the implementation of the institutional communication campaign on mobile payment carried out by Banco Al-Maghrib. Under this agreement, the two parties (ADD-GP2M) launched a media campaign in October 2022 to promote the use of mobile payments, through the broadcast of TV and radio spots on national channels.

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