Morocco is turning to digital tools to modernize its traditional crafts sector and help local artisans reach new customers abroad. The government is focusing on online services, professional training and wider sales channels to strengthen the sector’s position in international markets.
Minister Delegate for Handicrafts and the Social and Solidarity Economy, Abdeljebbar Rachidi, outlined these efforts during a parliamentary session on November 9. He presented several projects aimed at improving the way artisans work, promote their products and connect with customers.
One key priority is the digital registration of professionals. The National Register of Handicrafts has recorded around 467,000 artisans, while authorities have issued 15,000 professional cards. These measures aim to improve the sector’s organization and give artisans better access to support services.
The government is also developing digital tools to make training and business services more accessible. The Artisanat Academie platform offers online training for craft professionals. Meanwhile, Maison de l’Artisan is preparing Artisway, an application designed to help users find craft services, shops and sales points.
Another project, known as Artisanat Bot, will provide users with a virtual assistant. Officials also plan to expand the online sale of Moroccan craft products through a partnership with an international e-commerce platform.
The “Morocco Handmade” initiative is also under development with a national retail partner. It aims to give local products greater visibility and open new opportunities for artisans.
Training remains central to the sector’s modernization
Digital development is only one part of the government’s strategy. Authorities are also seeking to strengthen professional skills and preserve traditional knowledge.
The ministry’s training network includes 67 institutions: 22 specialized institutes and 45 vocational qualification centres. Together, they operate through 135 branches across the country.
The programme also reaches people in detention facilities, where around 4,900 detainees receive craft training each year. This approach seeks to preserve traditional skills while creating opportunities for professional reintegration.
A stronger presence in international markets
The digital push comes as Moroccan handicrafts seek to expand their export potential. According to figures reported by eNaib, craft exports reached MAD 1.23 billion. Pottery accounted for 37% of exports, followed by carpets at 18% and traditional clothing at 17%.
The United States ranked as the leading destination for Moroccan craft products, with France in second place. These markets highlight the international demand for locally made products and the opportunities available to artisans.
However, reaching more customers will require more than an online presence. Artisans also need stronger training, better access to commercial networks and tools that help them compete abroad.
Through digital platforms, professional training and new sales partnerships, the government aims to connect traditional craftsmanship with modern markets. The challenge will be to ensure that these changes benefit artisans across the sector while preserving the skills and identity behind their work.