Determinants of Adoption of Online Commercial Activities by Moroccan Firms

E-commerce is a global trend that is having an impact on consumers and businesses. While this trend is increasing, its adoption by Moroccan firms is low and research on this context and topic is limited. This paper tries to redress this by analyzing the determinants of adoption of ecommerce by firms in Morocco. We employ a probit model to identify the main factors affecting adoption of e-commerce by Moroccan firms. The results provide five main findings. First, due to their greater openness to innovation and the change, newer firms are more likely to adopt e-commerce. Second, firms with larger numbers of higher educated workers are more likely to adopt e-commerce. Third, the level of new employees’ digital skills has no effect on the probability of adopting e-commerce. Fourth, listing on digital platforms increases the probability of e-commerce adoption. Fifth, innovation activity has a positive effect on adoption of e-commerce by Moroccan firms. These findings suggest the need for more investment to enable adoption of new organizational practices, reskilling of workforces, and use of new technologies to facilitate effective adoption of e-commerce by firms.