eCommerce market in Morocco

Market development

eCommerce revenue development in Morocco

Morocco is the 77th largest market for eCommerce with a predicted revenue of US$694.1 million by 2024, placing it ahead of North Macedonia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 3.9%, resulting in a projected market volume of US$809.8 million by 2028. With an expected increase of 4.9% in 2024, the Moroccan eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Morocco, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Moroccan eCommerce market. Hobby & Leisure is the largest market and accounts for 23.8% of the Moroccan eCommerce revenue. It is followed by Electronics with 22.5%, Fashion with 19.2%, Furniture & Homeware with 11.4%, Care Products with 8.8%, DIY with 8.5%, and Grocery with the remaining 5.7%.

eCommerce revenue development in Morocco

in million US$

eCommerce revenue growth in Morocco

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)23.569.223.426.876.545.192.817.8

Online share

eCommerce online share in Morocco

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Moroccan retail market, the online share is 3.2% and will increase by an average of 7.3% to 4.2% by 2028.

eCommerce online share in Morocco

in %
20202021202220232024202520262027
Online share (in %)10.8%23.6%73.8%96.0%96.1%8.9%6.5%58.2%

Top stores

Top five online stores in Morocco by net sales 2023

The biggest player in the Moroccan eCommerce market is shein.com. The store had a revenue of US$40.1 million in 2023. Store rankings include every store that generates revenue in Morocco. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Morocco was considered.

eCommerce net sales generated in Morocco in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%