Alibaba announced its entry into the African market on December 20, launching operations in Morocco, marking a major milestone for the Chinese e-commerce giant.
This initiative aims to empower local businesses, especially small and medium-sized enterprises (SMEs), to access international markets, particularly in North America.
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Morocco, a strategic choice for African market
Giancarlo Pastano, Alibaba’s Director for Europe, emphasised Morocco’s strategic advantages during a meeting with local business leaders in Casablanca.
He stated, “Morocco’s diverse industries, high-quality products, and strategic location make it an ideal partner for this expansion.”
Alibaba chose the country partly due to its advanced infrastructure, notably the Tanger Med Port, one of the largest in the Mediterranean.
Alibaba has partnered with local firm Clementia to facilitate this expansion. Reda Chraibi, CEO of Clementia, highlighted the partnership’s benefits: “This partnership enables Moroccan businesses to create digital storefronts on Alibaba’s platform, streamlining their access to international buyers.”
Fewer than 30 Moroccan companies are active on Alibaba’s platform; however, this number is expected to rise with the launch of localised services.
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Supporting local businesses
The Moroccan government has actively pursued strategies to diversify its export markets beyond the European Union.
Alibaba’s entry aligns with these efforts, offering local businesses a new avenue to reach untapped global markets. The company plans to create a dedicated page for Moroccan products on its platform, contingent on collaboration with Moroccan export promotion agencies.
This launch represents a pivotal opportunity for Moroccan businesses to integrate into global supply chains. It reflects Alibaba’s commitment to fostering global trade connections and enhancing the visibility of high-quality Moroccan goods on the world stage.
As Pastano noted, “The potential for Moroccan businesses to expand their export footprints is immense.”