Rabat – Morocco’s e-commerce activity has seen steady growth during Ramadan, new data from Flowow and Admitad shows. This reflects changing consumer habits and a stronger shift toward online shopping.
Data covering more than 700,000 transactions across the region show that Morocco recorded a 13% increase in gross merchandise value (GMV) during the holy month. The country also stands out for its high reliance on mobile commerce, with 75% of online purchases made via smartphones.
Spending patterns in Morocco show moderate but stable growth, according to the e-commerce data platforms. The average order value reached $72, marking a 2.9% increase compared to previous periods.
Unlike some Gulf countries, Moroccan consumers are maintaining consistent spending levels, which highlights steady engagement rather than sharp spikes. Shopping behavior also follows a distinct daily rhythm, with peak activity occurring between 12 p.m, and 6 p.m., accounting for 38% of all purchases.
This growth comes as part of a broader regional trend across the Middle East and North Africa (MENA), where e-commerce continues to expand during Ramadan. The region recorded an overall 21% increase in GMV and an 18% rise in online transactions, with average order values climbing slightly from $48 to $50.
While Morocco shows steady progress, larger markets such as Saudi Arabia (+29%) and the United Arab Emirates (+24%) are leading in overall spending, driven by higher purchasing power and more mature digital ecosystems.
Egypt (+19%) and Pakistan (+15%) are also experiencing growth, largely fueled by strong mobile commerce adoption.
Ramadan is a key period for online activity across the region, driven by both practical needs and an increase in purchasing demand to fit cultural traditions. And as Eid Al Fitr approaches, and people are trying to squeeze in time to buy gifts as well as new clothes for the celebration, this trend is likely to continue.
“We expect Eid al-Fitr 2026 to deliver 18–20% order growth and 20–23% GMV growth across MENA, with average spend reaching $52 and mobile purchases nearing 50%. The current data has already confirmed that digital commerce in the region remains stable and continues to mature,” said Anna Gidirim, Admitad CEO.
