E-commerce in Morocco: Current State and Prospects for 2025

The year 2025 marks a strategic turning point for Moroccan e-commerce. Far from being just an alternative sales channel, e-commerce has established itself as an essential pillar of the national economy. With a young, hyper-connected population and digital infrastructures reaching maturity, the Kingdom is asserting itself as one of the most dynamic markets in North Africa. For Real-dreamhouse, understanding this digital transformation is essential as it foreshadows the evolution of all sectors, including real estate.An exceptional growth dynamicThe figures for the Moroccan market testify to remarkable expansion. In 2024, the sector generated a turnover of 1.6 billion dollars, and projections for 2025 are even more ambitious. The national goal is to reach 10 billion dirhams in online transactions by the end of 2025, then 20 billion by 2030.This average annual growth of 30% is based on solid foundations: Morocco had about 34.47 million internet users in 2024, and the market is expected to reach 2.5 billion dollars by 2025. More significantly, the number of e-commerce users is expected to increase from 7.44 million in 2024 to 9.94 million in 2029, demonstrating massive and sustainable adoption.The catalysts of this expansionSeveral structuring factors explain this dynamic:Unprecedented connectivity: With an internet penetration rate exceeding 84% of the population and more than 25 million smartphone users, Morocco has a mature digital infrastructure. This widespread connectivity has transformed the consumption habits of millions of Moroccans.The mobile revolution: More than 85% of e-commerce transactions in Morocco are expected to be conducted via mobile in 2025. This dominance of m-commerce is no accident: Moroccans spend an average of more than 4 hours a day on their smartphones, creating an environment conducive to spontaneous and regular online purchases.Post-COVID: from necessity to habit: The pandemic acted as a massive accelerator. What was a fallback solution during lockdowns has turned into a sustainable buying behavior. The sector recorded more than 26 million online transactions, with annual growth exceeding 20%.The maturity of infrastructures: The improvement of logistics services, the multiplication of payment solutions, and the professionalization of players have considerably improved the customer experience, strengthening consumer confidence.The sectors dominating the marketThe Moroccan online commercial landscape is characterized by marked sectoral preferences:Fashion and beauty in the lead: The fashion-beauty category represents more than 25% of sales, particularly appealing to young urbanites in search of trendy products. Natural cosmetics, ready-to-wear inspired by local culture, and high-end care products are particularly successful.Electronics, a growth driver: High-tech products largely dominate online sales, from smartphones to connected watches, laptops, and digital accessories. This segment benefits from an informed and demanding clientele, ready to invest in quality.The emergence of "Made in Morocco": Handicrafts, designer furniture, interior decoration, and local products attract customers seeking authenticity. This trend offers local e-merchants a differentiating position against international giants.Food and delivery: The food sector, driven by players like Glovo and online supermarkets, is experiencing remarkable growth, especially in large cities where convenience prevails.The ecosystem of playersThe Moroccan market is structured around several complementary categories of players:Dominant platforms: Jumia remains the undisputed leader with millions of active users. YouCan stands out as an agile solution for Moroccan SMEs, while sector specialists (fashion, high-tech) gain visibility.International giants: The arrival of platforms like Temu disrupts the established market, while AliExpress and Amazon continue to capture a significant share of Moroccans' online purchases, creating intense competitive pressure on local players.The support infrastructure: Logistics providers like Amana and Jumia Logistics, payment solutions (CMI, Naps), and digital agencies constitute the essential ecosystem that allows the sector to function efficiently.Innovative startups: The Moroccan Retail Tech Builder program already supports 161 startups, exceeding initial forecasts. These young companies bring innovation and agility to the sector.Major challenges to overcomeDespite this positive dynamic, several obstacles still hinder the full potential of Moroccan e-commerce:The persistent payment challengeCash on delivery remains dominant, representing about 60% of transactions in 2025. This massive preference for Cash on Delivery is explained by legitimate concerns related to security and trust in online transactions.However, the landscape is gradually evolving. Mobile payment via solutions like CMI Pay and Inwi Money is gaining ground, "buy now, pay later" options are multiplying, and e-wallets are becoming more common. The Central Bank is actively working on regulations that encourage innovation while ensuring security.The market opening should allow the migration of some 55,000 merchant contracts and 65,000 terminals by November 2025, creating a real turning point for the digital payments sector.Logistical complexityThe last mile remains a major issue. Delivery times in some rural areas can be long, delivery costs sometimes represent a barrier to purchase, and the lack of standardized addressing considerably complicates deliveries.Nevertheless, innovations are emerging: multiplication of relay points, deployment of smart lockers, optimization of routes by artificial intelligence. Startups like Yassir specialize in solving these logistical problems, providing solutions adapted to local specificities.The trust issueConcerns about product quality, fears related to online payment security, and personal data protection remain significant barriers. Building trust requires transparency, responsive customer service, and respect for commitments.The regulatory framework in transitionThe ongoing revision of the consumer protection law aims to regulate marketplaces, prohibit deceptive practices, and limit customs exemptions on imports to better protect the local economic fabric. This regulatory structuring, although necessary, imposes new constraints on sector players.Government structuring initiativesAware of the strategic potential of e-commerce, the Moroccan state is multiplying ambitious initiatives:Massive support for merchants: More than 4,500 Moroccan merchants have joined the main digital platforms. Partnerships with Google Ads aim to strengthen the online visibility of SMEs, while digital marketing training is becoming widespread.Support for innovation: The Moroccan Retail Tech Builder program continues its expansion with a new phase planned for 2025-2027, aiming to support even more startups and amplify their impact on the ecosystem.Digitalization of local commerce: Partnerships with Attijariwafa Bank facilitate the access of traditional merchants to digital financial services, creating essential bridges between physical and digital commerce.Trade.ma platform: This B2B export project aims to connect Moroccan companies to international markets and strengthen the presence of "Made in Morocco" in global value chains. The project involves five ministries, testifying to its strategic importance.National study: The ministry is preparing an in-depth study on e-commerce to identify growth levers, structural barriers, and digital industrialization prospects.The trends shaping 2025Several major trends are redefining the Moroccan e-commerce landscape:Artificial intelligence for personalizationE-commerce companies are investing heavily in data science to understand customer behavior, predict trends, and optimize their product mix. Innovative features like augmented reality allow virtual product trials before purchase, transforming the customer experience.Social commerce, the new frontierInstagram, TikTok, and Facebook are becoming direct sales channels, where local influencers play a decisive role in purchasing decisions. This convergence between social networks and e-commerce creates unprecedented opportunities for brands seeking to reach the Moroccan public, especially younger generations.The democratization of mobile paymentsMobile payment solutions like CMI Pay, Inwi Money, and Orange Money are gradually gaining ground. QR codes and phone number-based solutions offer an ideal gateway for unbanked populations, significantly expanding the potential market.Expansion into rural areasThe gradual improvement of infrastructure and internet coverage is opening peri-urban and rural areas to online commerce. These populations, hitherto underserved by traditional commerce, represent a considerable growth potential for the coming years.Future prospects: immense potentialThe future of Moroccan e-commerce looks promising, driven by several structuring dynamics:A maturing marketE-commerce in Morocco is expected to grow at a rate of 10.5% between 2024 and 2029 to reach 2.6 billion dollars in 2029. This sustained growth testifies to the strength of the market's fundamentals and its ability to absorb shocks.Increasing professionalizationThe sector attracts massive investments, both local and international. Players are professionalizing, quality standards are rising, and international best practices are being adapted to local specificities.Continuous technological innovationThe adoption of advanced technologies like AI, Big Data, augmented reality, and logistics optimization by algorithms will significantly improve the customer experience and operational efficiency.Market consolidationThe market is expected to undergo a phase of consolidation, with the emergence of local champions capable of competing with international giants by leveraging in-depth knowledge of the Moroccan market and cultural specificities.Strategic recommendations for success in 2025For entrepreneurs and companies wishing to enter or consolidate their presence in Moroccan e-commerce:Adopt a mobile-first approach: With more than 85% of transactions via mobile, optimizing your site and applications for smartphones is no longer an option but an absolute necessity. The mobile experience must be smooth, fast, and intuitive.Offer cash on delivery: Even though online payment is progressing, COD remains essential to maximize conversions. Ideally, offer maximum flexibility in payment methods.Invest in logistics and proximity: Partnerships with reliable players, creation of relay points, transparent order tracking, respected deadlines... Delivery quality often makes the difference between a satisfied customer and a lost customer.Build trust step by step: Clear return policies, visible transaction security, data protection, responsive and human customer service, authentic customer reviews... All these elements contribute to reassuring and retaining customers.Leverage social commerce: Being present on Instagram, TikTok, and Facebook is no longer enough. You need to create engaging content, collaborate with relevant local influencers, and turn your social networks into real sales channels.Focus on local specificities: Handicrafts, "Made in Morocco," Moroccan cultural influences, adaptation to local holidays and events represent opportunities for authentic differentiation.Adopt a data-driven strategy: Collecting, analyzing, and exploiting customer data allows for personalized offers, anticipating trends, and continuously optimizing performance.A promising horizon for the Moroccan digital economyMoroccan e-commerce in 2025 presents itself as a dynamic, maturing ecosystem offering significant growth opportunities. While challenges remain - notably in digital payment, last-mile logistics, and consumer trust - technological innovations, government initiatives, and the rapid evolution of buying behaviors suggest a bright future.The sector still represents only 0.5% of the national GDP compared to a global average of 5%, illustrating the immense room for growth. With ambitious targets of 10 billion dirhams by the end of 2025 and 20 billion by 2030, Morocco clearly displays its ambition to become a regional leader in e-commerce.For Real-dreamhouse, this digital transformation of commerce opens up exciting prospects. The lessons of e-commerce - smooth user experience, digitalization of processes, transparency, responsiveness, data exploitation - apply perfectly to the real estate sector. 3D virtual tours, electronic signatures, matchmaking platforms, intelligent chatbots, offer personalization... Real estate is already following the path paved by e-commerce.Entrepreneurs, traditional merchants, and investors who seize the opportunities of this digital revolution today will be the leaders of tomorrow. The time is ideal to position oneself in this expanding market by developing solutions adapted to local specificities while drawing inspiration from international best practices.Morocco is writing a new chapter in its economic history, that of the digital economy. And this story is just beginning.