The impact of digitalization on wholesale fruit and vegetable markets in Morocco

This exploratory study assesses the integration of digitalization in Morocco's wholesale fruit and vegetable markets and its impact on market actors. Despite their critical role in the agricultural supply chain, these markets face inefficiencies, high intermediary costs, and limited transparency. The study employed a structured survey with 90 key market actors across four Moroccan cities. The survey, based on literature and interviews, collected both quantitative and qualitative data through open-ended and closed-ended questions. The data were analyzed using SPSS, applying descriptive statistics and chi-square tests to examine relationships between market function and perceptions of digitalization. Findings reveal that while digitalization remains in its early stages, it has the potential to enhance efficiency, reduce costs, and improve product quality. However, infrastructure limitations and resistance to change remain key barriers to adoption. The study highlights the transformative potential of digital tools in improving market operations and stakeholder collaboration.