Grocery market in Morocco

The Moroccan Grocery eCommerce market is predicted to reach US$34.0 million by 2023 and accounts for 5.1% of the total eCommerce market in Morocco. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 13.2%, resulting in a projected market volume of US$55.9 million by 2027. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Beers market in Morocco

The Moroccan Beers eCommerce market is predicted to reach US$2.3 million by 2023 and accounts for 22.5% of the Alcoholic Beverages eCommerce market in Morocco. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 18.5%, resulting in a projected market volume of US$4.6 million by 2027. The Beers eCommerce market is a sub-market of the Alcoholic Beverages market. Further categories within the Alcoholic Beverages market are: Other Alcoholic Beverages, and Wine & Liquors.

eCommerce revenue development in the Beers market in Morocco

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Beers market in Morocco

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 30.8 73.8 31.7 8.8 3.9 2.2 68.5 33.3
AOV (in US$) 48.6 37.1 33.8 38.2 26.2 62.0 4.5 0.1
CVR (in %) 30.8 73.8 31.7 8.8 3.9 2.2 68.5 33.3
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Beers market 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 Beers retail market, the online share is 0.2% and will increase by an average of 34.5% to 0.7% by 2027.

eCommerce online share of the total Beers market in Morocco

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 41.1% 32.8% 65.1% 62.5% 54.9% 53.3% 35.6% 35.8%

Market definition

Definition of the Beers market within the Grocery market

Market definition: Grocery > Beverages > Alcoholic Beverages > Beers The category Beers includes the online trade of beer (e.g. pilsner, ale, craft beer). This category does not cover beer mixed drinks and ciders. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Beer (e.g. pilsner, ale, craft beer)

Out-of-scope

  • Beer mixed drinks
  • Ciders