Morocco has taken a decisive step toward modernizing its vast retail sector through a new partnership between the Ministry of Industry and Trade and Z.systems, a local retail technology company. The collaboration aims to digitize 50,000 neighborhood stores by 2030, integrating them into a modern, connected retail ecosystem. This move reflects Morocco’s national vision to transform commerce into a more competitive, inclusive, and resilient sector aligned with future economic and social goals.
Scale of Morocco’s Retail Market
Traditional retail remains a cornerstone of Morocco’s economy, with more than 120,000 proximity stores and 21,000 suppliers and distributors driving a market officially valued at $25 billion. Informal estimates suggest the figure could be closer to $40 billion, underscoring the size and importance of this ecosystem. Digitizing this segment is seen as one of the country’s most ambitious opportunities, bridging informal trade with structured, technology-enabled practices.
The Ministry’s Modernization Agenda
The Ministry of Industry and Trade, led by Minister Ryad Mezzour, has been spearheading initiatives to build a more competitive retail environment. Under the banner “Together for Morocco’s Trade 2030,” the ministry has organized consultations with business chambers, professional unions, and private-sector leaders to align on priorities. These efforts reflect a broader national strategy shaped by King Mohammed VI’s vision to strengthen the sector as a driver of social and economic balance.
Key Outcomes from the Retail Forum
During a study day held in Salé, the ministry showcased milestones achieved in retail modernization. Over 300,000 merchants have been registered in the unified professional contribution system for social coverage, while more than 35,000 retailers benefited from improved supply chains through large market purchasing centers. The ministry also announced plans for a national trade conference in early 2026 to define a comprehensive roadmap for commerce leading up to 2030.
Partnership with Z.systems
A highlight of the event was the signing of a strategic partnership with Z.systems, which will gradually connect 50,000 neighborhood shops to advanced digital solutions. The platform provides retailers with direct access to major brands and distributors, loyalty programs, and an integrated digital wallet for instant payments. This partnership positions Z.systems as a key enabler of Morocco’s retail transformation, blending technology with the unique dynamics of local commerce.
Z.systems’ Model and Growth
Founded by Meriem Benabad alongside co-founders Youssef Ait-Haddouch and Reda Nebri, Z.systems operates Africa’s first B2B2C tech franchise for traditional retailers. The company functions like a franchise model without capital expenditure, converting small grocers into digitally connected outlets while giving brands pricing control, visibility, and access to consumers. With more than 20,000 retailers already onboarded, over 900,000 orders fulfilled, and a 95 percent positive rating, Z.systems has proven its ability to scale across Africa’s fragmented retail market.
The partnership between the Ministry of Industry and Trade and Z.systems marks a milestone in Morocco’s retail modernization journey. By integrating tens of thousands of traditional shops into a digital ecosystem, the initiative promises to unlock efficiency, competitiveness, and inclusivity across the sector. As Morocco looks toward 2030, its retail industry is poised to evolve into a digitally connected driver of economic growth and consumer trust.