The e-commerce industry in Morocco has grown steadily in recent years. The number of e-commerce users in the country amounted to 14.7 million in 2022, rising from 6.4 million in 2017. Within the same period, the e-commerce penetration rate also increased considerably. Online shoppers accounted for around 40 percent of Morocco’s population in 2022. The increasing internet penetration, mobile device adoption, and the growing number of online marketplaces have driven the growth of the country’s e-commerce market.
Leading online marketplaces
The most popular online marketplaces in Morocco are Avito, Jumia, and MarocAnnonces.com. Founded in 2012, Avito is Morocco’s leading classifieds website. Besides enabling B2C e-commerce, it allows consumers to post ads free of charge, facilitating C2C purchases. In 2020, Avito.ma counted almost 70 million annual visitors. Jumia, Africa’s e-commerce giant, also reached a significant number of web visitors in that year, around 61 million. Morocco is the second-largest market of Jumia’s marketplace after Nigeria. MarocAnnonces.com instead had nearly 20 million visitors in 2020. With a similar business as Avito, it was the third-main online marketplace in the country.
Electronics and fashion are the main e-commerce segments
Electronic products are the most-purchased items among online shoppers in Morocco. The segment not only accounts for the highest number of users, but also generates the largest e-commerce revenue. Online sales of electronic items in Morocco grew considerably in recent years, rising from around 385 million U.S. dollars in 2017 to almost 900 million U.S. dollars in 2022. Fashion items made up the second leading e-commerce segment, with revenue totaling 387 million U.S. dollars in 2022. Other profitable online shopping categories in the country are toys, hobbies, DIY, furniture, beauty, health, as well as personal and household care.
Cash payments remain popular
Digital payment methods have spread rapidly across Africa in recent years. However, cash payments remain largely popular even when it comes to e-commerce. In Morocco, cash-on-delivery was the preferred payment method used for online shopping as of 2021, accounting for 74 percent of e-commerce purchases. In contrast, 23 percent of online purchases were made by cards. Owning payment cards is still uncommon in Morocco. Forecasts showed that the debit card penetration in the country stood at only 22 percent in 2022, while less than one percent of the population owned a credit card in the same year.
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