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

Hind El Bhilat (), Mohammed Baaddi (), El Mehdi El Bhilat () and Lalla Saadia Hamidi ()
Additional contact information
Hind El Bhilat: FSJES-Fès - Faculté des Sciences Juridiques, Economiques et Sociales de Fès
Mohammed Baaddi: FSJES-Fès - Faculté des Sciences Juridiques, Economiques et Sociales de Fès
El Mehdi El Bhilat: FSJES Souissi RABAT - Faculté des Sciences juridiques, économiques et sociales Souissi RABAT
Lalla Saadia Hamidi: FSJES Souissi RABAT - Faculté des Sciences juridiques, économiques et sociales Souissi RABAT

Post-Print from HAL

Abstract: 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.

Keywords: omnichannel; retail in Morocco; digital transformation; physical sales; vente physique; transformation digitale; grande distribution au Maroc; e-commerce; omnicanalité; Cadre Technologie-Organisation-Environnement (TOE); Cadre Technologie-Organisation-Environnement (TOE) omnicanalité e-commerce grande distribution au Maroc transformation digitale vente physique JEL Classification : L81 Type du papier : Recherche empirique Technology-Organization-Environment (TOE) framework omnichannel e-commerce retail in Morocco digital transformation physical sales JEL Classification : L81 Paper type : Empirical research (search for similar items in EconPapers)
Date: 2025-11-02
Note: View the original document on HAL open archive server: https://hal.science/hal-05342548v1
References: Add references at CitEc
Citations:

Published in International Journal of Accounting, Finance, Auditing, Management and Economics, 2025, ⟨10.5281/zenodo.17449072⟩

Downloads: (external link)
https://hal.science/hal-05342548v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05342548

DOI: 10.5281/zenodo.17449072

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().