Chinese e-commerce giant Alibaba has officially launched its first operations in Africa, starting with Morocco. The company aims to support Moroccan businesses by expanding their export opportunities, particularly to North American markets.
The expansion was announced during a meeting in Casablanca on Wednesday, where Alibaba executives met with Moroccan businesses and representatives from government agencies involved in trade and exports. Giancarlo Pastano, Alibaba’s Director for Europe, emphasized the importance of supporting small and medium-sized Moroccan enterprises and helping them increase exports to international markets, particularly North America, where many of Alibaba’s buyers are based.
Pastano explained that Morocco was chosen as the site for the expansion due to its diverse industries, high-quality products, and strategic location. He also highlighted the country’s advanced infrastructure, such as the Tanger Med Port, which is the leading container port in the Mediterranean region.
To assist in its operations in Morocco, Alibaba has partnered with the local company Clementia. CEO Reda Chraibi explained that Moroccan businesses could now create digital storefronts on Alibaba’s platform, enabling them to connect with global buyers and expand their export opportunities. Additionally, Alibaba is considering creating a dedicated page for Moroccan products on its platform, contingent on collaboration with Moroccan government agencies focused on export development.
Morocco’s export market has traditionally been heavily reliant on the European Union, but the country is actively working to diversify its export destinations. While fewer than 30 Moroccan companies are currently using Alibaba’s platform, the number is expected to grow rapidly with the launch of these services.
Alibaba’s platform, the world’s largest business-to-business (B2B) marketplace, serves 47 million active users globally, representing companies from all over the world.
