Comparative analysis of e-commerce infrastructure: a study of Morocco and the USA

What the paper says

Purpose This study aims to compare the e-commerce infrastructure between Morocco and the USA, focusing on internet connectivity, mobile technology, payment systems and logistics. Design/methodology/approach The research utilizes secondary data and conducts a SWOT analysis to identify the strengths, weaknesses, opportunities and threats related to e-commerce in both countries. Findings The findings reveal that the USA has a highly advanced e-commerce infrastructure, characterized by high internet penetration, fast broadband speeds, extensive use of digital payments and efficient logistics networks. In contrast, Morocco, while showing notable progress in mobile internet adoption and growing consumer interest in e-commerce, continues to face challenges in payment system development, last-mile delivery logistics and consistent rural internet connectivity. The study concludes that improving digital payment systems, strengthening logistics infrastructure, and capitalizing on high mobile penetration are essential for advancing Morocco’s e-commerce sector. In the USA, further growth opportunities exist in reducing regional disparities in connectivity and logistics coverage and in integrating advanced technologies to optimize operations and security. Research limitations/implications This study has several limitations that should be considered. Firstly, the data used in the analysis are secondary, which means they were collected by other researchers and organizations. This can sometimes lead to inconsistencies or biases in the data. Additionally, the availability of data for Morocco was more limited compared to the USA, which might affect the depth of the analysis for Morocco. Furthermore, the study primarily focuses on technological infrastructure and does not deeply explore other factors like cultural differences or government policies that might also impact e-commerce development. Lastly, the rapidly changing nature of technology means that some of the data could quickly become outdated. Practical implications In the USA, improving Internet access and logistics in rural areas, along with using technologies like artificial intelligence and big data, can make e-commerce more efficient and customer-focused. In Morocco, encouraging digital payments, strengthening delivery networks, especially outside major cities and tapping into the country's strong mobile usage can help drive growth. These steps offer practical guidance for both policymakers and businesses. By building on their strengths and addressing key challenges, each country can create a more reliable, inclusive and competitive e-commerce environment. Social implications This research underscores the potential for better e-commerce infrastructure to increase accessibility, bridging the digital divide in emerging markets like Morocco. By empowering small businesses and entrepreneurs to participate more fully in the digital economy, it promotes inclusive growth. Improved e-commerce capabilities can drive job creation, provide better services and offer consumers more choices. Originality/value While existing comparative studies have examined e-commerce infrastructure across groups of developed and emerging markets, they rarely provide bilateral analyses. No study to date has directly compared Morocco and the USA, despite their contrasting infrastructural, regulatory and technological landscapes. This study fills that gap by analyzing mobile adoption, payment systems, logistics networks and regulatory environments in both countries, offering novel, context-specific insights that broader regional comparisons tend to obscure.