This article takes a close look at the challenges faced by Moroccan small and medium-sized enterprises (SMEs) in their digital transition, particularly in the south of the country. We seek to identify the main obstacles to the adoption of digital tools by these companies and to propose concrete solutions adapted to the economic and infrastructural realities of the region. To do this, we use Bayesian structural equation modeling (BSEM), a method that unravels the complex relationships between unobservable factors, such as employees’ digital skills or the quality of infrastructure, and measurable outcomes, such as a company’s active integration of digital technologies. BSEM is particularly suited to this study because it allows for small sample sizes, heterogeneous data, and regional uncertainties. Our study draws on 200 SMEs in southern Morocco, a region with high growth potential in sectors such as tourism and agriculture, but also facing major challenges such as geographic isolation and a lack of digital infrastructure. Data were collected through a structured survey covering key dimensions, including employees’ technological skills, access to digital infrastructure, digital trans-formation costs, and the level of available institutional support. The results reveal that tech-savvy employees significantly improve the adoption of digital tools, although the effect varies across firms. Conversely, poor infrastructure and high costs are major barriers. Institutional support appears to have minimal impact, while market competition does not appear to significantly influence digital adoption. These observations highlight the need for targeted interventions, including better training programs, increased investment in digital infrastructure, and financial incentives, to ensure a more inclusive and sustainable digital transformation for SMEs in southern Morocco.