Youth Entrepreneurship: Motivations Driving Contemporary E- Commerce Business Model in Morocco A Qualitative Study

Said EL HARRAMI

Article Details

Youth Entrepreneurship: Motivations Driving Contemporary E- Commerce Business Model in Morocco A Qualitative Study

Authors:

Said EL HARRAMI

Publisher:

MOUSSA Abdelkarim

Journal:

African Journal of Business and Finance Vol.3 Issue 2, pp.1-13

Document Type:

Article

Publication Date:

12/2025

Document Language:

French

Document ID (Org No.):

2001846115

pISSN:

2820-7467

Abstract:

 Electronic-commerce has gained popularity worldwide. As a result, our study explores the motivations that push Moroccan young entrepreneurs to adopt e-commerce as a business model. To achieve this objective, we opted for qualitative design through in-depth interviews as data collection and thematic analysis combined with narrative analysis as data analysis. The findings reveal that profitability, financial independence, and business flexibility are the primary motivations behind e-commerce adoption among young Moroccan entrepreneurs who own different e-commerce businesses across the Moroccan kingdom. Participants emphasized that e-commerce is simply a gateway for generating revenue, achieving passive income, securing early retirement , autonomy, freedom, and resilience. Additionally, low wages, high unemployment rates, and economic instability have pushed many young Moroccans to embrace e-commerce as a last resort for maintaining financial stability. Our study also reveals that successful e-commerce model integrates ethical attitudes and practices, strategic supply chain management, and positive customer-business relationships.

Article Details

Youth Entrepreneurship: Motivations Driving Contemporary E- Commerce Business Model in Morocco A Qualitative Study

Authors: Said EL HARRAMI

Publisher: MOUSSA Abdelkarim

Journal: African Journal of Business and Finance Vol.3 Issue 2, pp.1-13

Document Type: Article

Publication Date: 12/2025

Document Language: French

Document ID (Org No.): 2001846115

pISSN: 2820-7467

Issues

Authors:

Said EL HARRAMI

Publisher:

MOUSSA Abdelkarim

Journal:

African Journal of Business and Finance Vol.3 Issue 2, pp.1-13

Document Type:

Article

Publication Date:

12/2025

Document Language:

French

Document ID (Org No.):

2001846115

pISSN:

2820-7467