Morocco’s e-commerce sector has entered a new phase of digital acceleration, as more than 3.7 million new online shoppers joined the digital marketplace in 2025, according to data published on November 7. Now exceeding 8 million users, the country’s online retail penetration stands at roughly 21.6% of the population, propelled by greater internet access, mobile-first shopping behaviors, and evolving consumer expectations. This growth is amplifying demand not only for online retail platforms but also for web-based creative and productivity tools now considered essential to Morocco’s digital economy.
Digital Shopping Becomes Mainstream
Online commerce in Morocco generated $674 million in 2024, and continues on a steady growth path with an estimated 0–5% rise forecast for 2025. In October alone, monthly revenues reached $59 million, underscoring sustained consumer interest across popular categories such as electronics, fashion, and beauty products.
Morocco now ranks fifth among African nations in e-commerce development and holds the second highest internet penetration rate on the continent. With internet accessibility currently estimated at 57.6% and expected to exceed 65% before year-end, the growth of the digital consumer base shows no signs of slowing.
Mobile-First Nation Fuels Demand
The surge in digital engagement is largely attributed to the dominance of mobile-first shopping behaviors. Smartphones have become the de facto gateway to e-commerce, with platforms like Jumia reporting that 73% of user traffic now comes via mobile devices. This preference supports the country’s younger, tech-savvy population as well as retailers designing for mobile accessibility first.
Driven by an expanding middle class and the momentum of post-COVID digital adoption, more Moroccans are finding convenience in shoppable apps, mobile wallets, and streamlined checkout experiences. Government-backed initiatives aimed at improving financial inclusion and encouraging electronic payments have further bolstered this transformation.
Changing Habits, Growing Niches
Moroccan consumers are increasingly turning to online platforms that cater to lifestyle demands and seasonal cultural events. Sales of fashion and personal electronics typically spike during Ramadan and Eid—a pattern evident during the April to July 2025 period. In October 2025, high-performing categories and estimated monthly sales figures included:
- Sports Equipment: ~$1 million (≈2.2% market share)
- Consumer Electronics: ~$993K (≈2.19%)
- Apparel: ~$678K (≈1.5%)
- Food & Drink: ~$590K (≈1.3%)
Notably, the online grocery sector—while still emerging—generated $23 million in 2024 and is predicted to grow by 10–15% in 2025, driven by urbanization and changing shopping routines among working families.
Platforms Evolve to Meet Rising Expectations
As e-commerce grows more competitive, the digital backend is reshaping. Over 9,800 stores now operate on WooCommerce, representing 39% of the platform market, while Shopify supports 30% with more than 7,550 online stores. Despite this, privately developed Custom Cart platforms dominate in sales, accounting for a staggering 92.3% of platform-based revenue—or $41.83 million.
In terms of digital foot traffic, international marketplaces have carved out significant presence. By October 2025, Temu.com had emerged as the most visited e-commerce site in Morocco, ahead of popular players like Jumia.ma, Avito.ma, AliExpress.com, and Alibaba.com.
Digital Tools Drive Enterprise Transformation
The rising tide of e-commerce is lifting a new generation of web-based tools tailored to small businesses, fashion designers, and online entrepreneurs. Internet-native retailers—especially in apparel—are leading the charge in investing in software and app services that enhance customer engagement, optimize operations, and improve user interface experiences.
As more transactions shift online, demand for secure payment gateways has also increased. Moroccans have begun embracing services like PayPal and digital wallets, although challenges such as credit card fraud have prompted some international providers to restrict access to Moroccan networks—highlighting a need for stronger local safeguards.
Challenges Temper Fast-Paced Growth
Despite positive indicators, Morocco’s e-commerce ecosystem faces headwinds. Most notably, cart abandonment rates remain high, with nearly 80–81% of online shoppers leaving websites before completing purchases—a sign that consumers may still face friction tied to trust, payment processing, or delivery logistics.
Meanwhile, rural infrastructure limitations and persistent cultural preferences for in-person buying continue to slow e-commerce outreach beyond urban hubs. Businesses are also navigating a technically fragmented digital marketplace, where not all platforms offer the integrations or customer support needed to scale.
Government Policy and Market Outlook
Encouraged by promising data, the Moroccan government continues to invest in digital infrastructure, financial inclusion, and e-government initiatives. These policies have fueled public confidence in online services and electronic payments, especially among younger demographics.
“Nearly one in four Moroccans are now online shoppers, reflecting a rapid digital transition and a burgeoning e-commerce market,” stated a market analyst in November 2025. With digital adoption gaining momentum and the internet penetration rate on track to exceed 65% within the year, all signs point to a sustained period of e-commerce evolution—bringing with it both incredible opportunity and a new set of expectations from consumers and businesses alike.
