The national “Digital Morocco 2030” strategy, launched in October 2024, is poised to be a major driver of e-commerce development over the forecast period. The strategy sets ambitious targets, including the training of 100,000 digital professionals per year by 2030 and the extension of internet connectivity to 1,800 underserved rural areas by 2026.
As Morocco’s e-commerce landscape matures, more traditional retailers are expected to adopt omnichannel strategies that bridge online and offline experiences. This shift will be supported by the expansion of physical chain stores, which can serve as micro-fulfilment centres for online orders.
Morocco’s revised regulatory framework for e-commerce and digital services is expected to reshape the competitive landscape in favour of local operators. As of January 2024, a 20% VAT applies to a broad range of B2C digital services, while a cap of MAD200,000 on foreign funding for e-commerce platforms has been introduced to reduce external dependency and promote domestic investment.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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