Core Insights - Moroccan consumers are showing a more mature, rational, and diverse online shopping preference during the Black Friday sales period, reflecting a shift from impulsive to cautious consumption [1][2] E-commerce Trends - 82% of Moroccan internet users search for products online multiple times a week, but only about 29% complete a purchase, indicating a trend towards price comparison and consideration of logistics, return convenience, and seller reputation [1] - Jumia remains the leading e-commerce platform, with approximately 76% of respondents shopping through it, followed by Avito at 57% and Temu at 52%, highlighting the growing acceptance of low-cost international e-commerce [1] Payment Methods - While cash on delivery remains common at about 54%, the use of credit cards and e-wallets is significantly increasing, with 88% and 72% of consumers respectively indicating their use [1] - The "Buy Now, Pay Later" (BNPL) model is gaining popularity among younger consumers [1] Sustainable Consumption - 83% of respondents indicate that product sustainability and environmental impact influence their purchasing decisions, with over half willing to choose refurbished or second-hand products [2] - Moroccan consumers are integrating ecological impact into their value assessment of products, indicating a shift towards sustainable consumption [2] Market Dynamics - Black Friday in Morocco is evolving from a mere promotional event to a significant indicator of consumer trust, digital progress, and market structure changes [2] - Consumers are increasingly focused on price transparency, after-sales service, and product durability, driving competition among e-commerce platforms to enhance logistics, payment options, and sustainability [2]