摩洛哥电子商务蓬勃发展

Core Insights - The online shopping penetration in Morocco reached 24.9% in 2024, a significant increase from 15.1% in 2019, with 3.7 million new online shoppers added over five years, representing a 65% growth [1] - The total e-commerce transaction value in Morocco reached $2.2 billion in 2023, with an average annual growth rate exceeding 30% over the past five years [1] - The Moroccan e-commerce market is projected to grow at an annual rate of 10.5% from 2024 to 2029, with the number of users expected to rise from 7.4 million to 9.9 million, increasing the penetration rate to 25.4% [1] Consumer Behavior - In 2024, over 76.3% of Moroccan online shoppers are expected to place orders 2 to 5 times a year, up from 51.5% in 2019, while the proportion of "occasional buyers" dropped from 34% to 8.1% [1] - The main consumer demographics driving this growth are young urban populations who heavily utilize mobile devices and are influenced by commercial social networks [1] Product Preferences - The best-selling products in Morocco include daily necessities and leisure items, with notable differences in preferences between genders: 77% of female consumers purchase fashion items, while 43% of male consumers buy food [2] - Payment methods show a strong preference for cash on delivery, which accounts for 84.1% of transactions, indicating a consumer inclination towards the security of physical transactions [2] Logistics and Infrastructure - Nearly 90% of orders are delivered to homes, a significant increase from 76.7% in 2019, reflecting the expansion and maturity of the logistics network [2] - E-commerce activities are primarily urban-centric, but rural penetration is gradually increasing due to the proliferation of smartphones and mobile internet [3] Government Initiatives - The Moroccan Ministry of Industry and Trade has implemented measures to promote healthy e-commerce development, including revising the Consumer Protection Law and conducting national e-commerce research to formulate development strategies [3]