Digitalization of SMEs in Morocco: determinants of Business-to-Business (B2B) Fintech platform adoption

Abstract

This study analyzes the determinants of B2B Fintech platform adoption by Moroccan SMEs. Integrating these technologies enables SMEs to automate processes, simplify access to financing, enter new markets, and strengthen their resilience against economic fluctuations. The theoretical model developed is based on four main dimensions: perceived benefits, organizational characteristics, leadership profile, and environmental factors. Perceived benefits include cost reduction, improved access to financing, market expansion, and enhanced resilience. Organizational characteristics focus on company size, staff digital skills, and innovation culture. The leadership profile is assessed through the manager’s risk tolerance, prior experience with similar technologies, and education level. Finally, environmental factors include government support and the availability of reliable digital infrastructure. The empirical analysis is based on a Logit model, allowing the impact of these dimensions on technology adoption to be examined. The results show that cost reduction, access to financing, market expansion, company size, innovation culture, and government support have a significant effect on adoption. However, perceived resilience and past experience with similar technologies do not have a direct influence. Additionally, an unexpected negative effect of internal digital skills suggests challenges in platform integration.