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Rise in Sales of Moroccan Handicrafts Online and Consumer Satisfaction Reaches 91%
Lahcen Saadi, the Secretary of State responsible for traditional crafts and social and solidarity economy, announced a significant increase in online purchases of traditional craft products, achieving a consumer satisfaction rate of 91%.
In a written response to a parliamentary question regarding the digitization of the sector and support for its access to online markets, Saadi indicated that this satisfaction rate was calculated after analyzing 4,400 documented reviews on e-commerce platforms such as Amazon and Insy.
The government official emphasized that these results are part of the efforts by the Secretary of State to boost marketing capabilities among artisans and ensure the presence of Moroccan traditional crafts in digital markets. Among the initiatives implemented is the development of the brand’s digital footprint, which has yielded positive results with an 80% approval rate from internet users.
The ministry is also working to encourage online marketing through dedicated platforms for artisans, such as the ANOU platform, which has enabled numerous cooperatives to sell their products internationally without intermediaries.
Saadi added that the sector has organized training sessions in digital marketing and financial literacy as part of continuous training programs, along with a series of meetings with stakeholders to explore enhancing collaboration and support for artisans’ integration into innovative digital solutions, particularly in marketing and e-commerce.
The Secretary of State noted that these efforts come in preparation for Morocco hosting major sporting events such as the Africa Cup of Nations and the 2030 World Cup, where traditional crafts will serve as a cultural showcase for the Kingdom.
In this context, Saadi pointed out that a memorandum of understanding was signed in May 2025 between the Secretary of State, the Artisan House Foundation, the Bank Al-Maghrib Group, and MasterCard, aimed at enhancing the digital transformation of the sector and improving the commercial performance of artisans. The partnership includes the establishment of a national and international digital platform for marketing products, developing incentivizing banking offers, and providing digital payment solutions to support artisans’ integration into the digital economy, along with a comprehensive digital environment that encompasses marketing, training, and performance.
