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Rabat – Once cautious about online shopping, Moroccan consumers are now among the world’s most confident digital buyers. New data shows Morocco ranks 4th globally in trust toward Black Friday deals, reflecting a powerful shift in consumer behavior.
According to an analysis by the transparency platform Concli on DHL’s 2025 E-Commerce Trends Report, Moroccans are embracing e-commerce with enthusiasm, discernment, and growing global awareness.
Frequent browsers, selective buyers
More than 8 in 10 Moroccan consumers (82%) browse products online multiple times a week, one of the highest rates worldwide. Yet only 29% make purchases as frequently. This behavior highlights a sophisticated market: browsing has become part of the buying process, where value, delivery reliability, and seller credibility make the final difference.
For retailers, that means winning the trust battle before checkout, through clear pricing, flexible return policies, responsive support, and social proof.
Jumia remains on top, but Temu is rising fast
When it comes to platforms, more specifically marketplaces, global players dominate Morocco’s online retail scene. Concli finds the following:
- Jumia leads with 76% of online shoppers using the platform.
- Avito follows at 57%, fueled by its strength in local listings and second-hand sales.
- Temu, the newcomer, already reaches 52%, reflecting growing demand for low-cost, cross-border alternatives.
Temu’s rapid rise underscores how affordability and accessibility are reshaping consumer choices, echoing a broader global trend where emerging markets embrace digital-first discount platforms.
Digitial payments on the rise, but cash still matters
Morocco stands out for maintaining one of the world’s highest rates of cash-on-delivery (54%), even as digital alternatives grow.
Credit and debit card payments (88%) are becoming mainstream, while digital wallets (72%) are increasingly popular, reflecting greater trust in online financial services.
The Buy Now, Pay Later (BNPL) model is also gaining ground, especially among Gen Z and millennials, as 1 in 3 Moroccan shoppers use deferred payment options for flexibility during major shopping events like Black Friday.
Sustainability and second-hand growth
Morocco also appears in the top tier of environmentally conscious markets, with 83% of consumers saying sustainability influences their online purchases, on par with China and Brazil.
At the same time, the country ranks first globally for refurbished and second-hand purchases, with 52% of shoppers opting for pre-owned products online. Cost savings remain the main driver (60%), but environmental awareness is also shaping buying habits, especially among younger generations.
A market defined by trust and transformation
Morocco’s e-commerce story is no longer just about adoption, it’s about evolution.
From cautious browsers to confident buyers, and from cash transactions to flexible payments, Moroccan consumers are redefining what digital trust looks like in emerging markets.
As Black Friday 2025 approaches, retailers who focus on price transparency, delivery reliability, and sustainable value propositions will stand to gain the most.
“Moroccan shoppers are no longer just online buyers,” Concli analysts assert. “They are strategic, informed, and sustainability-minded, a sign that Morocco’s digital economy is not just growing, but maturing with purpose.”
Nada Ait Ouchene is the official spokesperson of Concli consumer firm.
