Digital Transformation Indicators in the Retail Sector: From Brick-and-Mortar to Digital Sales: Case of Large Retail Chains in Morocco[Les indicateurs de la transformation digitale dans la grande distribution : de la vente physique à la vente digitale : cas des GMS au Maroc]

The change in the distribution system in large and medium-sized stores has challenged the business model of most groups, prompting them to rethink their sales strategies by incorporating the benefits of digital transformation into service improvements. This article analyzes the determinants of digital adoption in the large-scale retail sales process in Morocco using a hybrid approach. On the one hand, a confirmatory quantitative study was conducted among 212 managers and directors of retail chains, using a questionnaire to gather data on the factors influencing the adoption of digital technologies in the sales process. , using the Technology-Organization-Environment (TOE) framework and testing the model using structural equation modeling (SEM). On the other hand, an exploratory qualitative study was conducted among 73 Moroccan consumers through semi-structured interviews processed using a content analysis inspired by Bardin. The results show that ease of use, the financial capacity of the company, IT expertise, strategic planning, and support from senior management are fundamental elements in the adoption of e-commerce in supermarkets. Thus, fierce competition, the development of consumer behavior, and the arrival of the health crisis have accelerated the digital transformation of sales processes.