This exploratory study aims to identify the main barriers to adopting technological innovations in the road and maritime transport sectors in Morocco and to propose solutions tailored to the national context. A qualitative approach was adopted, based on semi-structured interviews with business leaders in the road and maritime transport sectors. A Delphi study was also conducted with a panel of experts, including technology professionals, academics, management consultants, and business leaders. This iterative method helped validate and refine the categories of barriers identified during the interviews through expert consensus. The results highlight both internal and external barriers. Internal barriers include resistance to change, a corporate culture resistant to innovation, and a lack of technical skills. External barriers involve high technology costs, inadequate regulations, and insufficient technological and logistical infrastructure, particularly regarding connectivity. These obstacles hinder the adoption of technologies such as ERP systems, Cloud Computing, Blockchain, and driver assistance systems. The study underscores the need to strengthen internal capacities within companies, improve infrastructure, modernize regulations, and introduce financial incentives to promote the adoption of technological innovations in Morocco's transport sector.