Modeling the Impact of Artificial Intelligence on Logistics Efficiency in Moroccan E-Commerce: A Case Study of Jumia
Year: 2026
Type: article
Study design: Observational Study
Abstract: The rapid expansion of e-commerce has increased the need for intelligent logistics systems capable of improving inventory management, delivery efficiency, and operational performance. Artificial intelligence (AI) has emerged as a key technology for addressing these challenges, yet empirical evidence from Moroccan e-commerce remains limited. This study investigates the impact of AI adoption on logistics efficiency using Jumia Morocco as a case study. A structured questionnaire was administered to 200 logistics managers and operational executives, and the collected data were analyzed using multiple regression analysis. The results indicate that AI integration into logistics processes and investment in AI technologies significantly enhance inventory optimization and reduce delivery times. In addition, AI-supported inventory management and academic–industrial collaboration positively influences logistics performance. Conversely, employee training alone does not produce a statistically significant effect, highlighting the importance of organizational integration and effective implementation strategies. The findings demonstrate that AI can substantially improve logistics efficiency in Moroccan e-commerce when combined with strategic investment and collaborative innovation. This study contributes empirical evidence on AI-driven logistics transformation in an emerging economy and provides practical guidance for organizations seeking sustainable and data-driven logistics management.
Authors: khiati, Mustapha, Mkik, Marouane
Language: English
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220510872