eCommerce market in Morocco

Morocco is the 78th largest market for eCommerce with a predicted revenue of US$673.6 million by 2024, placing it ahead of Papua New Guinea. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 3.7%, resulting in a projected market volume of US$779.4 million by 2028. With an expected increase of 4.7% in 2024, the Moroccan eCommerce market contributed to the worldwide growth rate of 7.6% 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 24.5% of the Moroccan eCommerce revenue. It is followed by Electronics with 23.3%, Fashion with 19.8%, Furniture & Homeware with 11.8%, DIY with 8.7%, Care Products with 7.8%, and Grocery with the remaining 4.1%.

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.

The biggest player in the Moroccan eCommerce market is electroplanet.ma. The store had a revenue of US$15.3 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.