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    Ecommerce Sector in Morocco: Market Overview and Opportunities

    The ecommerce sector in Morocco has been experiencing rapid growth in recent years, with more and more consumers turning to online platforms to purchase goods and services.

    This trend is expected to continue as more Moroccan consumers turn to the internet for their shopping needs, and as small and medium-sized enterprises (SMEs) increasingly adopt digital technologies.

    Market Overview

    According to a recent report made by Interbank Electronic Banking Center (CMI), online payments saw a notable increase towards the end of September 2022. Moroccan people spent 35.3 billion DH, an increase of 21.3%, in 97.8 million transactions, also an increase of 21.3%.

    The ecommerce sector is expected to continue growing at a similar rate or even faster in the coming years, driven by several factors including the increasing use of smartphones and the Covid-19 effect on the consumers behavior, turning them to online shopping.

    The most popular categories for online shopping in Morocco are fashion and clothing, followed by food and beverages, and electronics. However, there is also significant demand for other categories such as health and beauty products, and home products.

    Key Players

    The ecommerce market in Morocco is highly competitive, with a number of well-established players vying for market share.

    Here are some of the key ecommerce players in Morocco.


    One of the largest and most popular ecommerce platforms in Morocco, Marjane offers a wide range of products including fashion, home and garden, and electronics.

    In addition to its online presence, Marjane also has physical stores located throughout Morocco.


    CDiscount, a subsidiary of the French retail company Casino Group, is a significant presence in the Moroccan ecommerce market. It provides a variety of products and services, including a platform for third-party sellers to offer their products.


    A pan-African ecommerce platform, Jumia is a major player in the Moroccan market. The company offers a wide range of products, including fashion, electronics, and home and garden products.

    Growth Drivers

    There are several factors driving the growth of the ecommerce sector in Morocco.

    One of the main drivers is the increasing penetration of the internet and mobile phones in the country.

    According to the latest report from the National Telecommunications Regulatory Agency (ANRT), the number of people with access to the internet in Morocco reached nearly 34 million, with a penetration rate of 93%, an increase of over 17% compared to the previous year.

    This increase in internet access has made it easier for consumers to shop online, as they can easily compare prices and make purchases from the comfort of their own homes.

    Another factor contributing to the growth of ecommerce in Morocco is the increasing use of mobile payment platforms. These platforms, such as MTC, AmanPay, and Payzone, allow consumers to make secure online payments using their mobile phones, which makes it easier and more convenient to shop online.

    Finally, the Covid-19 pandemic has also played a role in the growth of ecommerce in Morocco. With many consumers concerned about going to physical stores due to the risk of infection, online shopping has become an attractive alternative.

    This trend is expected to continue, as consumers become more accustomed to the convenience of online shopping.

    Opportunities for Growth

    There are a number of opportunities for growth in the Moroccan ecommerce market, including the expansion of payment options, the development of logistics infrastructure, and the adoption of digital marketing strategies.

    One area of opportunity is the expansion of payment options. Currently, the majority of online purchases in Morocco are made using cash on delivery (COD), which can be a barrier for some consumers.

    Indeed, Cash on delivery (COD) seems to be the preference of Moroccan consumers. This payment method accounts for a significant 95% of all e-commerce sales in the country.

    Another opportunity for growth is the development of logistics infrastructure. Currently, the delivery of goods in Morocco can be slow and unreliable, which can be a barrier for some consumers.

    Improving the delivery system, including the use of last-mile delivery services and partnerships with local retailers, could increase the convenience of online shopping and drive growth in the market.

    Finally, the adoption of digital marketing strategies, such as social media marketing (SMM), email marketing, and search engine optimization (SEO), could also drive growth in the Moroccan ecommerce market.

    By effectively targeting and engaging with consumers online, businesses can increase their visibility and reach, leading to increased sales and revenue.

    Opportunities for Businesses

    There are numerous opportunities for businesses to tap into the growing ecommerce market in Morocco.

    One of the key opportunities is the relatively low level of competition compared to more mature markets, such as Europe and the United States. This means that there is still room for new players to enter the market and establish a foothold.

    Another opportunity for businesses is the fact that Moroccan consumers are generally very open to trying new products and services, especially if they are able to offer good value for money.

    This presents a good opportunity for businesses to introduce innovative products and services to the market and differentiate themselves from the competition.

    Challenges for businesses

    When there are opportunities, there will be always challenges. Indeed, the industry faces a number of challenges, including low levels of trust in online transactions and a lack of regulations and infrastructure to support ecommerce.

    In addition, businesses may face challenges in adapting to cultural differences in Morocco, such as differences in consumer preferences and business practices.

    Final thoughts

    The ecommerce sector in Morocco has experienced significant growth in recent years and is expected to continue growing at a strong pace in the coming years.

    Businesses and investors who are able to take advantage of this growing sector and offer innovative products and services to consumers are likely to be well positioned for success in the Moroccan ecommerce market.


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