E-commerce is a highly valid opportunity to increase the reach of the company through deliberate specialization.
E-commerce is a powerful tool because it can significantly boost the loyalty metrics of a business (Hua et al., 2019). Although warehousing can be an issue for e-commerce implementation, BIM Morocco has resources and plenty of branches to optimize the delivery as well as retain cost advantage (Boysen, Koster, and Weidinger, 2019). It is stated that “the top e-commerce sites in Morocco are avito.ma, aliexpress.com, and jumia.ma. Other top retail sites include ebay.com and amazon.com” (Selling online in Morocco, 2021, para. 2). In other words, the market lacks any form of direct competition. E-commerce should be integrated because the share of consumer spending through e-commerce is steadily rising (Dolfen et al., 2019). One of the key advantages of e-commerce is the lack of physical constraints in regard to product presentation and offer (Einav et al., 2017).
In addition, the competitors are primarily the companies from the United States, China, and Europe, which means there are no native or culturally similar companies. Such a vacuum of the lack of Morocco-based rivals is among the few factors which can facilitate e-commerce success (Babenko et al., 2019). For example, the most used online marketplaces are Avito websites, followed by Amazon (Top sites ranking for e-commerce and shopping in Morocco, 2021). There is a high level of demand for BIM Morocco since online boutiques with a limited choice of products are the third-largest purchase among the local consumers (Popular types of online shops in Morocco 2017, 2020).
E-commerce use is also justified by the fact that “an e-commerce platform is required that suits the advanced needs for flexible and agile service integration” (Aulkemeier et al., 2016). Such agility and flexibility are the key qualities of BIM Morocco. The main reason is that the company only offers a limited set of products, such as meat, dairy, and six groups of consumables (Grocery selections, 2021).
Aulkemeier, F. et al. (2016) ‘A pluggable service platform architecture for e-commerce’, Information Systems and e-Business Management, 14, pp. 469-489.
Babenko, V. et al. (2019) ‘Factors of the development of international e-commerce under the conditions of globalization’, Monitoring, Modeling & Management of Emergent Economy, 65, pp. 1-6.
Boysen, N., Koster, R., and Weidinger, F. (2019) ‘Warehousing in the e-commerce era: a survey’, European Journal of Operational Research, 277(2), pp. 396-411.
Dolfen, P. et al. (2019) ‘Assessing the gains from e-commerce’, National Bureau of Economic Research, 25610, pp. 1-37.
Einav, L. et al. (2017) ‘Assessing the gains from e-commerce’, Stanford and NBER, pp. 1-29.
Grocery selections (2021) Web.
Hua, N. et al. (2019) ‘The power of e-commerce: does e-commerce enhance the impact of loyalty programs on hotel operating performance?’, International Journal of Contemporary Hospitality Management, 31(4), pp. 1906-1923.
Popular types of online shops in Morocco 2017 (2020) Web.
Selling online in Morocco (2021) Web.
Top sites ranking for e-commerce and shopping in Morocco (2021) Web.