Influences
E-Commerce: Exploring Growth Amidst a Range of Opportunities
E-commerce in Morocco is experiencing rapid growth, with a turnover reaching 22 billion dirhams in 2023 and an annual increase of over 30% over five years.
This dynamism is supported by several factors: a wide penetration of the Internet (112.7% in 2024), a new generation of digital consumers, and efficient logistics infrastructures. The Covid-19 pandemic was a catalyst for this transition, thereby changing consumption habits.
The sector is dominated by major players such as Jumia, Glovo, , which established itself in Morocco at the end of 2024. Innovative startups, payment providers, and logistics operators play a key role in the ecosystem, meeting consumer expectations while addressing challenges related to logistics and the integration of rural areas.
Legislatively, a bill aims to strengthen consumer protection by regulating online platforms, requiring transparency of information, and prohibiting misleading practices.
The informal sector remains a challenge, but e-commerce offers significant economic opportunities, particularly in terms of employment, financial inclusion, SME exports, and the digitalization of traditional businesses.
