Morocco’s E-Commerce Boom: Navigating Growth, Regulation, and the Future of Digital Trade
Morocco’s e-commerce sector is experiencing a surge, hitting $1.6 billion in turnover in 2024 and processing over 25 million online transactions. But this isn’t just about numbers; it’s a fundamental shift in how Moroccans shop, fueled by smartphone adoption, improved logistics, and internet penetration exceeding 109%. The question now isn’t if e-commerce will reshape the Moroccan economy, but how it will evolve, and whether that evolution will benefit everyone.
The 2030 Vision: Ambitious Goals and Emerging Imbalances
While currently representing just 0.5% of national GDP – a stark contrast to the global average of 5% – Morocco has set ambitious targets: 10 billion dirhams in e-commerce revenue by 2025, and a doubling to 20 billion dirhams by 2030. This growth, however, isn’t without its challenges. Iliass Fellaki, CEO of a Canada-based firm, highlights a critical imbalance: the disproportionate capture of profits by large e-commerce players, leaving SMEs struggling to compete.
“Today, it is the mastodon of e-commerce that capture most of the value. SMEs are struggling to follow,” Fellaki warns. This concentration of power threatens to create a “digital ditch,” hindering the inclusive growth necessary for a sustainable e-commerce ecosystem.
Government Intervention: Structuring Support and Regulatory Frameworks
Recognizing these challenges, the Moroccan Ministry of Industry and Trade is actively intervening. Initiatives include the digital integration of 4,500 small traders, the establishment of 200 local delivery points, and support for 161 startups through the Moroccan Retail Tech Builder (MRTB) program. These efforts aim to level the playing field and provide SMEs with the tools they need to thrive.
An April 2025 agreement further emphasizes this commitment, focusing on digitizing both domestic and international trade through the widespread adoption of digital tools and support for exporting platforms like Trade.ma. This push for digitalization isn’t limited to support programs; it’s also reflected in a strengthening regulatory framework.
Protecting Consumers and Leveling the Playing Field
The ongoing revision of Morocco’s consumer protection law signals a desire to supervise marketplaces, prohibit misleading practices, and limit customs exemptions to protect local businesses. A dedicated e-commerce control cell has already conducted 200 operations in 2024, issuing warnings and fines to ensure compliance and build consumer trust.
Future reforms will focus on combating online fraud, streamlining dispute resolution, and updating regulations surrounding electronic payments and cybersecurity. These measures are crucial for fostering a secure and reliable e-commerce environment.
The Payment Revolution: From Cash on Delivery to Digital Transactions
Despite advancements in digital trade, cash on delivery (COD) remains the dominant payment method, particularly in rural areas, with a banking rate of only 54%. This reliance on COD presents logistical challenges and hinders the growth of digital payment solutions.
However, a significant shift is underway. Since May 1, 2025, new players – including banking subsidiaries and payment institutions – have been authorized to directly equip traders with electronic payment solutions. This is projected to facilitate the migration of 55,000 trading contracts and 65,000 terminals by November 2025.
“This opening will stimulate competition, reduce costs, and accelerate innovation, especially in mobile payment. QR codes and solutions via telephone number offer an ideal gateway for non-banuries,” says Fellaki.
This increased competition and innovation in payment solutions are vital for unlocking the full potential of Morocco’s e-commerce market. However, Fellaki stresses the importance of financial education and building user confidence to ensure widespread adoption.
The Future Landscape: Regulation of Dominant Platforms and Emerging Trends
The debate surrounding the regulation of dominant digital platforms is gaining momentum. Moroccan authorities are seeking a balance between protecting consumers, stimulating innovation, and preventing anti-competitive practices. The goal isn’t to stifle growth, but to structure it in a healthy and inclusive manner.
Looking ahead, several key trends will shape the future of Moroccan e-commerce:
- Mobile Commerce (m-commerce): With high smartphone penetration, m-commerce will continue to dominate, driving the need for mobile-optimized platforms and payment solutions.
- Social Commerce: The integration of e-commerce functionalities within social media platforms will become increasingly prevalent, leveraging the power of social influence and targeted advertising.
- Hyperlocal E-commerce: Focus on serving local communities with faster delivery times and personalized experiences, potentially through the expansion of “Click & Collect” models.
- Cross-Border E-commerce: Facilitating easier access to international markets for both Moroccan businesses and consumers, requiring streamlined logistics and customs procedures.
- AI-Powered Personalization: Utilizing artificial intelligence to personalize product recommendations, marketing campaigns, and customer service interactions.
Frequently Asked Questions
Q: What are the biggest challenges facing Moroccan SMEs in the e-commerce space?
A: The primary challenges include competing with larger players, accessing affordable digital tools and training, and navigating complex logistics and payment systems.
Q: How is the Moroccan government supporting the growth of e-commerce?
A: Through initiatives like the MRTB program, digital integration of small traders, regulatory reforms, and the promotion of digital payment solutions.
Q: What role will mobile payments play in the future of Moroccan e-commerce?
A: Mobile payments are expected to become increasingly dominant, driven by smartphone adoption and the emergence of innovative solutions like QR codes and telephone-based payments.
Q: What should businesses do to prepare for the evolving e-commerce landscape in Morocco?
A: Invest in digital skills training, explore partnerships with local logistics providers, prioritize mobile optimization, and focus on building strong customer relationships.
The Moroccan e-commerce sector is poised for continued growth, but realizing its full potential requires a collaborative effort between government, businesses, and consumers. By addressing the existing imbalances, embracing innovation, and prioritizing inclusivity, Morocco can build a thriving digital economy that benefits all.
