book chapter · Advances in marketing, customer relationship management, and e-services book series
In the dynamic transformation of Moroccan e-commerce, AI and marketing convergence reshapes business-consumer engagement. This chapter explores AI's strategic use to enhance marketing in Moroccan e-commerce, spotlighting Jumia Market. Started in 2012 as a Pan-African tech firm, Jumia evolved into a multifaceted entity with marketplace, logistics, and payment services. Competing regionally and globally, Jumia faced challenges but went public on NYSE in 2019, adapting to market shifts. Amidst COVID-19 in 2020, it responded to changing consumer habits, emphasizing adaptability and profitability. This study examines Jumia Market's trajectory, resilience, and performance, showcasing AI's role in refining marketing strategies for optimal customer experiences and sustained growth in Moroccan e-commerce.
This page summarises published work. The authoritative version sits with the publisher.
DOI: 10.4018/979-8-3693-3172-9.ch011
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