Examining the Drivers of E-Commerce Adoption by Moroccan Firms: A Multi-Model Analysis

In the context of an increasingly digitized global marketplace, this study seeks to shed light on its adoption in developing countries, focusing Morocco. Applying logit, probit, and conditional mixed-process probit models a sample 807 Moroccan firms, we identify key factors that influence e-commerce adoption. The results show younger, innovation-driven firms those with highly educated workforce tend adopt more readily. However, digital skills required hiring do not significantly affect adoption, suggesting complex relationship between use. also are active platforms engage innovative practices likely e-commerce. Therefore, argues for need improve training establish presence promote innovation. On policy front, suggests promotion supportive policies such as financial assistance, improved Internet infrastructure, robust regulatory frameworks. As important starting point future research, these findings underscore complexities Morocco can guide further particularly similar emerging economies.