PROSPECTS AND OPPORTUNITIES
Digital Morocco 2030 to accelerate infrastructure and workforce growth
The national “Digital Morocco 2030” strategy, launched in October 2024, is poised to be a major driver of e-commerce development over the forecast period. The strategy sets ambitious targets, including the training of 100,000 digital professionals per year by 2030 and the extension of internet connectivity to 1,800 underserved rural areas by 2026.
Omnichannel integration to deepen consumer engagement
As Morocco’s e-commerce landscape matures, more traditional retailers are expected to adopt omnichannel strategies that bridge online and offline experiences. This shift will be supported by the expansion of physical chain stores, which can serve as micro-fulfilment centres for online orders.
New regulations to strengthen local competitiveness and market sustainability
Morocco’s revised regulatory framework for e-commerce and digital services is expected to reshape the competitive landscape in favour of local operators. As of January 2024, a 20% VAT applies to a broad range of B2C digital services, while a cap of MAD200,000 on foreign funding for e-commerce platforms has been introduced to reduce external dependency and promote domestic investment.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail E-Commerce in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in Morocco?
- Which are the leading retailers in Retail E-Commerce in Morocco?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in Morocco - Category analysis
KEY DATA FINDINGS
Favourable economic and digital conditions support sustained growth
Jumia maintains its lead with logistics expansion and rural outreach
YouCan partners with Glovo to enhance rapid delivery offerings
Digital Morocco 2030 to accelerate infrastructure and workforce growth
Omnichannel integration to deepen consumer engagement
New regulations to strengthen local competitiveness and market sustainability
Retail in Morocco - Industry Overview
Retail in 2024: The big picture
Competition intensifies as more players join the market
Sustainability is reshaping the retail landscape
What next for retail?
Informal retail
Opening hours for physical retail
Seasonality
Black Friday
Chaabane
Ramadan
Eid kbir
Summer
Back to School
DISCLAIMER
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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