摩洛哥360网站11月3日报道，根据摩洛哥国家电信监管局（ANRT）与数字转型部等机构联合发布的 《2024-2025年全国信息通信技术调查》，2024年24.9%的摩洛哥人进行了网上购物，较2019年的15.1% 显著提升。五年间新增网购者370万，增幅达65%。 这一增长得益于智能手机普及、网络条件改善及民众对数字平台信任度的提升。摩工贸部数据显示， 2023年摩电子商务总交易额达22亿美元，过去五年年均增长率超过30%。据全球统计和市场数据门户网 站Statista预测，摩洛哥电子商务市场预计在2024年至2029年间将以每年10.5%的速度增长，用户数量将 从740万增至990万，渗透率提升至25.4%。 购买频率方面，2024年，超过四分之三（76.3%）的摩洛哥网购者每年下单2至5次，2019年这一比例为 51.5%。"偶尔买家"（仅购买一次）的比例大幅下降，从34%降至 8.1%，而"重度买家"（超过10次订 单）的比例则有所上升，从2.5%升至7.2%。 年轻的都市人群是主要推动力，他们大量使用移动设备，依赖商业社交网络，并密切关注市场上的优惠 信息。 消费产品方面，最畅销的产品是日常用品和休 ...

Core Insights - The Middle East is emerging as a strategic market for Chinese cross-border e-commerce, with a population of 500 million and an internet penetration rate of 58.7%, but only 3.6% of retail transactions are conducted online, indicating significant growth potential [1][21][22] - In 2023, the e-commerce scale in the Middle East reached $29 billion, growing by 11.8% year-on-year, driven by a young population and supportive policies [1][22] - The market is characterized by high potential and high barriers, with logistics costs being a major challenge, accounting for 20%-30% of order totals, significantly higher than in China [2][24] Market Characteristics - The Gulf Cooperation Council (GCC) countries have high internet penetration rates, exceeding 95%, yet consumers still prefer offline shopping, creating opportunities for new entrants [2][21] - Logistics challenges include high costs and difficulties in last-mile delivery due to a lack of standardized addressing systems [2][24] - Payment habits are unique, with cash on delivery accounting for over 50% of transactions, while credit card usage is low; however, the "buy now, pay later" model is rapidly gaining traction [3][42] Competitive Landscape - The e-commerce landscape in the Middle East is dominated by three main players: global giants like Amazon, local forces like Noon, and Chinese platforms such as AliExpress and SHEIN [4][38] - Amazon solidified its position by acquiring local platform Souq in 2017, now holding a market share of 25% in the UAE and 16% in Saudi Arabia [4][38] - Noon, backed by local real estate giants and sovereign funds, has rapidly grown to become the second-largest platform, leveraging a fast delivery network [5][39] - Chinese platforms are innovating across the supply chain, with AliExpress reducing delivery times from 30 days to 12 days and SHEIN focusing on high-demand fashion items [6][38] Key Drivers for Success - Logistics and payment innovations are critical for overcoming infrastructure bottlenecks, with companies like Noon and AliExpress establishing large warehouses and enhancing local delivery capabilities [7][38] - The Chinese government is supporting cross-border e-commerce through policies aimed at reducing export costs and facilitating overseas warehouse construction [8][31] Future Trends - The rise of social commerce is notable, with Middle Eastern users spending an average of 3.5 hours daily on social media, and platforms like TikTok Shop gaining traction [10][39] - Full-service models are becoming more common, allowing platforms to manage logistics and after-sales services, thus lowering operational barriers for sellers [10][42] - The Middle East e-commerce market is transitioning from a "blue ocean" to a "hot land," with significant competition expected in the coming years as logistics and payment systems improve [10][31]