Morocco is paving its way towards a comprehensive digital transformation in the e-commerce sector.
The e-commerce sector in Morocco is witnessing rapid growth that reflects deep changes in consumer behavior and digital technology. According to data from Statista and Combind, the transaction volume in 2024 reached a total of $1.6 billion, facilitated by over 25 million electronic purchases, with an annual growth rate of 30%.
The Kingdom aims to increase the contribution of e-commerce to the Gross Domestic Product, which currently stands at only 0.5%, to 10 billion dirhams by the end of 2025 and to 20 billion dirhams by 2030, in an effort to keep pace with global rates that exceed 5%.
The Ministry of Industry and Trade has intensified its efforts to support this transformation, having digitized approximately 4,500 small merchants, launched 200 delivery points within convenience stores, and supported 161 startups through the Moroccan Retail Tech Builder program. In April 2025, it signed an agreement aimed at digitalizing domestic and foreign trade and supporting Moroccan export platforms, foremost among them Trade.ma.
The government has also begun reviewing the legal framework for digital commerce, amending consumer protection laws to regulate electronic intermediary platforms, combat misleading advertising, and restrict customs exemptions on imported electronic purchases, in a bid to protect the national economy. The digital commerce monitoring unit conducted over 200 inspections in 2024, resulting in warnings and reports of violations, aimed at enhancing consumer trust.
Despite this momentum, cash on delivery remains the dominant payment method, especially in rural areas, while the banking access rate does not exceed 54%. However, this reality is beginning to change, as since May 1, 2025, several banks and payment institutions have been authorized to provide traders with digital payment solutions, aiming to activate 55,000 commercial contracts and 65,000 electronic payment devices by November 2025.
Most opinions agree that the future of e-commerce in Morocco is promising, but its success hinges on finding a delicate balance between encouraging innovation and ensuring consumer protection and the interests of local players.
