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E-commerce now accounts for 28% of Royal Air Maroc’s turnover, marking a significant digital transformation in the company, revealed Saida Najioullah, VP of Ecommerce at RAM, during a panel discussion at the 6th edition of the African Digital Summit, held from October 8-9 in Casablanca.
The panel, themed “International Perspectives on E-commerce, E-retail & Retail Media,” brought together key experts, including Laura Hyland, Global VP of Digital, Masterbrand, and Insights at BIC; Alex Sea, Director at Africa FinTech; and Amine Sadik, Marketing Operations Director for P&G in the Middle East.
Revealing RAM’s e-commerce figures for the first time, Najioullah highlighted that it is the leading e-commerce platform in Morocco in terms of revenue. She explained that with 28% of the company’s turnover now coming from e-commerce, Royal Air Maroc is set to close the year with 5.6 billion MAD in sales.
Najioullah noted that in terms of growth, Royal Air Maroc has doubled its revenue over the past five years, rising from 2.9 billion MAD in 2019 to 5.6 billion MAD, with Morocco accounting for only a small portion of this total.
The Moroccan company has over 86 million annual visitors and is leveraging digital tools to attract more, with more than 2 million people already signed up for our newsletter.
The same speaker revealed that Royal Air Maroc’s e-commerce platform operates in 50 markets worldwide, demonstrating a robust international presence. The platform is available in 10 languages and features 258,200 pages of content, with 20,217 search engine pages automatically generated through SEO solutions.
As part of its preparations for the World Cup and in alignment with Royal Air Maroc’s recent partnership with AMADEUS to accelerate digital transformation under its airline development plan, the company plans to launch a new mobile app, a new internet booking engine (IBE), and a revamped website in 2025.
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