Fashion market in Morocco

The Moroccan Fashion eCommerce market is predicted to reach US$128.8 million by 2023 and accounts for 19.4% 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 3.1%, resulting in a projected market volume of US$145.7 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Morocco

The Moroccan Fashion eCommerce market is predicted to reach US$128.8 million by 2023 and accounts for 19.4% 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 3.1%, resulting in a projected market volume of US$145.7 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Morocco

in million US$

eCommerce revenue growth in the Fashion market in Morocco

in %

Net eCommerce revenue split by sub-category

in %
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 %) 19.4 30.3 51.0 51.9 74.3 87.6 18.2 85.6

Online share

eCommerce online share of the total Fashion 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 Fashion retail market, the online share is 25.6% and will increase by an average of 20.7% to 54.3% by 2027.

eCommerce online share of the total Fashion market in Morocco

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 65.4% 67.0% 11.5% 99.1% 40.7% 36.2% 78.3% 87.1%

Top stores

Top five Fashion online stores in Morocco by net sales 2022

With sales in the Moroccan Fashion market, shein.com generated a revenue of US$12.6 million in 2022, which means it is the leading online store in this market. The Fashion ranking of Morocco is based on all online stores that generated sales in this market in 2022. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in Morocco in 2022

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)