Online Shopping Surges 65% as Quarter of Moroccans Embrace E-Commerce

Nearly one in four Moroccans completed online purchases in 2024, marking a substantial shift in consumer behavior over the past five years, according to the National ICT Survey 2024-2025 conducted by Morocco’s telecommunications regulatory agency.
The adoption rate climbed from 15.1% in 2019 to 24.9% in 2024, representing 3.7 million new online shoppers—a 65% increase. This growth reflects smartphones’ widespread availability, improved internet connectivity, and rising confidence in digital platforms.
Morocco’s e-commerce market reached 22 billion dirhams in 2023, with annual growth exceeding 30% over five years, according to the Ministry of Industry and Commerce. Market analysts project the sector will expand 10.5% annually through 2029, reaching approximately 24 billion dirhams, while users increase from 7.4 million to nearly 10 million.
Beyond adoption rates, purchasing frequency demonstrates deepening engagement. In 2024, over three-quarters of online buyers made between two and five purchases annually, up from 51.5% in 2019. One-time buyers dropped from 34% to just 8.1%, while frequent purchasers making over ten annual purchases increased from 2.5% to 7.2%.
Product preferences vary by gender. Women predominantly purchase fashion items (77%), cosmetics (42%), and music products (18%). Men favor food delivery (43%), travel bookings (29%), and furniture or electronics (23%).
Cash on delivery remains the preferred payment method at 84.1%, far exceeding bank cards (43.3%) or online payment services (9.9%). Nearly 90% of deliveries now go directly to buyers’ homes, up from 76.7% in 2019, reflecting improved logistics networks.
While e-commerce remains concentrated in major cities, rural penetration grows steadily through smartphone access and social commerce platforms like Facebook Marketplace and Instagram Shops.
The government pursues sector development through legal framework modernization, digital skills training, and small business digitalization programs. The Moroccan Retail Tech Builder initiative has already supported 161 startups beyond initial targets, with expansion planned through 2027.