New Digital Partnership to Support Artisans: Launch of an Electronic Platform and Enhancement of Financial Performance in Morocco
The Ministry of Handicrafts, Social Economy, and Solidarity, alongside the Artisan House Foundation, the Popular Bank Group, and Mastercard, has signed a memorandum of understanding aimed at accelerating the digital and financial transformation of the handicrafts sector, enabling its professionals to access innovative solutions for marketing their products. The agreement was signed at the ministry’s headquarters in Rabat, marking a strategic partnership that underscores the commitment of the parties to enhance digital inclusion, support equitable growth, and improve artisans’ incomes.
The memorandum stipulated the creation of a digital platform for marketing Moroccan handicraft products both locally and internationally, alongside the provision of electronic payment methods, such as card payments or mobile transactions, through the M2T payment institution affiliated with the Popular Bank. Moreover, stimulating banking offers tailored to professionals’ needs will be provided.
The agreement highlighted that these mechanisms would boost the sector’s exports to global markets, opening new marketing opportunities and improving financial returns for artisans, particularly with Morocco set to host global events such as the Africa Cup of Nations and the 2030 World Cup.
Lahcen Saadi, the Secretary of State for Handicrafts, confirmed that the modernization of the sector hinges on digitization, emphasizing that “the products are traditional, but the working methods must be modern.” He added that providing artisans with electronic payment solutions and digital training would enhance their ability to engage with visitors and tourists during major events.
The pilot phase of the platform started in one region, paving the way for its eventual deployment across other areas of the kingdom, with support and training for professionals to facilitate their integration into the digital economy.
Nuzha Belqiz, the General Director of the Popular Bank, stressed that the agreement supports financial inclusion for artisans, opening new opportunities amid the digital transformation. She affirmed that the group seeks to integrate them into the banking system and provide services suited to their activities.
Mark Elliot, Africa Division President at Mastercard, expressed pride in the partnership that aims to improve working conditions for around half a million professionals in a sector that contributes 7% to the GDP, viewing the shift to electronic payments as a pivotal step in developing the industry.
Mohamed Benamar, Mastercard’s Director for North and West Africa, explained that the agreement also includes providing a Mastercard and an online training platform to raise artisans’ digital awareness, allowing them to increase their transaction volumes.
It is noteworthy that sector exports doubled between 2016 and 2024, reaching 1.1 billion dirhams, a 40% increase compared to 2019, marking the highest figure recorded in the history of this vital sector, which employs nearly 22% of the active population in Morocco.
