Mohammedia – Morocco has stepped firmly into the digital shopping era. In just five years, the share of Moroccans who have bought something online jumped from 15.1% in 2019 to 24.9% in 2024, adding nearly 3.7 million new buyers.
The ANRT’s 2024–2025 national ICT survey shows how fast things have changed. Smartphones are everywhere, internet access keeps improving, and people are beginning to trust digital platforms. Online shopping is no longer a novelty — it’s part of everyday life.
Online shopping is here to stay
E-commerce is now one of Morocco’s fastest-growing markets, pulling in over MAD 22 billion in 2023 after five years of growth averaging more than 30% a year. Forecasts from Statista suggest this boom will continue, rising 10.5% annually through 2029 to reach MAD 24 billion and nearly 10 million users.
Much of this momentum comes from the rise of mobile commerce and new online spaces like Facebook Marketplace, Instagram Shops, and TikTok stores, which have become digital extensions of Morocco’s street markets.
Shopping habits are also changing fast. In 2024, three out of four online buyers made between two and five purchases a year, compared with half in 2019. The number of frequent buyers — those placing over ten orders — has tripled. The days of one-off, cautious purchases are fading as online shopping becomes a regular habit, especially among young, urban Moroccans who do everything from their phones.
When it comes to what people buy, men and women shop in very different ways. Women dominate fashion and beauty, with 77% buying clothes, shoes, or accessories and 42% purchasing cosmetics. Men, meanwhile, lead in food, travel, and tech: 43% order food or groceries, 29% book trips, and 23% shop for electronics or furniture.
Despite rising trust, cash on delivery still rules, preferred by 84% of shoppers—far more than card payments (43%) or online methods (9.9%). It’s a sign of caution, but also of practicality: people still like paying only when the product’s in hand.
‘Official Morocco’ is determined to keep pace with this new normal
The delivery system has matured, however. Nine in ten parcels now arrive directly at home, up from 77% in 2019, showing real progress in logistics and rural access.
Authorities are now trying to keep up. The Ministry of Industry and Trade and the Ministry of Digital Transition are revising Law 31.08 on consumer protection to better fit online transactions. A national study on e-commerce is also in progress to map the market and identify the next steps.
At the same time, programs like the Moroccan Retail Tech Builder (MRTB) are helping small businesses go digital. More than 160 startups have already been supported, with more to come in the next phase (2025–2027).
With nearly 90% of Moroccans online, the country’s digital marketplace is no longer an experiment. It’s a cornerstone of the modern economy, blending technology, trust, and a new generation’s hunger for speed and convenience.
