Modeling the Impact of Artificial Intelligence on Logistics Efficiency in Moroccan E-Commerce: A Case Study of Jumia
Keywords:
Artificial intelligence, logistics, education, Technology investments, multiple regressionAbstract
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.
Downloads
References
[1] C. Achir and A. Douari, “Risk management in the era of the emergence of artificial intelligence,” Revue Fran¸caise d’Economie et de Gestion, vol. 5, no. 1, 2024. 1
[2] A. Albaladejo, A. Lorleac’h, and J. S. Allain, “The Spring of Internal Medicine: artificial intelligence versus internist experts,” The Journal of Internal Medicine, 2024. 1
[3] S. Alaoui, “Artificial intelligence and document management: what are the benefits What is at stake?,” The Canadian Journal of Information and Library Science, vol. 46, no. 2, pp. 1–20, 2023. 1
[4] N. Arzou, I. A. Hammou, M. Kobiyh, M. Mkik, and A. Hebaz, “Artificial Intelligence and Supply Chain Management: Implications for the Smart Cities of Tomorrow,” in 2024 IEEE 15th International Colloquium on Logistics and Supply Chain Management (LOGISTIQUA), May 2024, pp. 1–8. 1
[5] Z. Ben-Bouallegue, M. C. Clare, and M. Chevallier, “Artificial intelligence-based medical and eologic forecasts: one evolution can hide another,” arXiv preprint arXiv:2405.02679, 2024. 2.1
[6] M. Bertolucci, “Artificial intelligence in the public sector: literature review and research agenda,” Public Management and Management, no. 5, pp. 118–139, 2024. 2.1
[7] N. Boutbhirt, “Digital innovation at the service of Moroccan SMEs: the challenge of FinTech,” Journal of Management and Economics, vol. 12, no. 2, pp. 282–304, 2024. 2.1
[8] F. Geerits and L. Decaux, “The impact of Artificial Intelligence on the management consulting profession,” 2024. 2.1
[9] A. Guillard and P. Le Goff, “The challenges of organizational change for the integration of generative artificial intelligence: proposal of a prototype of a change maturity grid,” Management Question(s), vol. 50, no. 3, pp. 131–135, 2024. 2.2
[10] A. Hebaz, M. Mkik, O. Salah, S. E. Abdelhak, C. Ghernouk, and M. Khiati, “Artificial Intelligence and Supply Chain Management: Implications for the Smart Cities of Tomorrow,” in International Conference on Digital Technologies and Applications, Cham: Springer Nature Switzerland, May 2024, pp. 555–566. 2.2
[11] V. Heiwy, “Artificial intelligence for human resources management: what impact,” 2024. 2.3
[12] M. Khiati et al., “Modeling Sustainable Production Systems and Ecological Transition: The Key Role of Education Based on AI in the Green Economy,” in R. Gonz´alez Vallejo, G. Moukhliss, E. Schaeffer, and V. Paliktzoglou, Eds., The Second International Symposium on Generative AI and Education (ISGAIE’2025), Lecture Notes on Data Engineering and Communications Technologies, vol. 262. Cham: Springer, 2025, pp. 1–12. doi:10.1007/978-3-031-98476-1 35. 2.3
[13] M. Marouane, M. Salwa, and A. Hebaz, “The Acceptance of Artificial Intelligence in the Commercial Use of CyptoCurrency and Blockchain Systems,” in International Conference on Information, Communication and Computing Technology, Singapore: Springer Nature Singapore, May 2023, pp. 163–177. 2.3
[14] T. M´enissier, “The four ethics of artificial intelligence,” Journal of the Anthropology of Knowledge, vol. 17, no. 17-2, 2023. 2.3
[15] M. Mkik and S. Mkik, “Acceptability Aspects of Artificial Intelligence in Morocco: Managerial and Theoretical Contributions,” in International Conference on Digital Technologies and Applications, Cham: Springer Nature Switzerland, Jan. 2023, pp. 65–74. 2.3
[16] P. Moingeon, C. Garbay, M. Dahan, I. Fermont, A. Benmakhlouf, A. Gouyette, et al., “Artificial intelligence, a revolution in drug development,” medicine/science, vol. 40, no. 4, pp. 369–376, 2024. 2.3
[17] N. Mouatadid, M. Oukheda, M. Khiati, R. Saile, and A. Kettani, “Determinants of aged cheese consumer preferences in Morocco-a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors,” Front. Nutr., vol. 12, p. 1600873, 2025. doi:10.3389/fnut.2025.1600873. 2.3
[18] O. Papini, “Artificial Intelligence in Marseille. Some historical landmarks,” Open Journal of Artificial Intelligence, vol. 5, no. 2–3, pp. 205–219, 2024. 2.4
[19] A. Perrier, P. Hainaut, A. Guenoun, D. P. Nguyen, P. J. Lamy, F. Guerber, et al., “Moving towards personalized oncology: The contribution of genomic techniques and artificial intelligence in the use of circulating tumor biomarkers,” Cancer Bulletin, vol. 109, no. 2, pp. 170–184, 2022. 2.4
[20] N. Sfetcu, Intelligence, from Natural Origins to Artificial Frontiers-Human Intelligence vs. Artificial Intelligence. MultiMedia Publishing, 2024. 2.4
[21] S. Ullah, H. Nobanee, F. Azim, and M. Khiati, “Financial foundations for sustainability: how business sophistication, tax policy, and technology shape ESG in belt and road initiative countries,” Global Sustainability, vol. 8, e3, pp. 1–15, 2025. doi:10.1017/sus.2025.4. 2.5
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Mustapha khiati, Mkik Marouane
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
