Although studies on digital transformation and its impact on business performance are rare in Morocco, this field of research is increasingly attracting the attention of management scholars, as it represents a significant competitive advantage for companies. Therefore, this study empirically examines the effect of digital transformation on business performance, considering the role of innovation and the moderation of digital culture. A survey instrument was employed to gather data from 84 representatives of companies in Morocco. To analyze the collected data, we conducted a confirmatory factor analysis and multiple linear regression using SPSS software. The results demonstrate that digital transformation and innovation have a positive impact on business performance and that the digital culture within the company plays a significant moderating role.