Competitive Landscape
Oriflame Sustains Lead through Digital Engagement While Rivals Close in
Direct selling in Morocco demonstrates a concentrated landscape, with the two largest companies—Oriflame Maroc SARL and Forever Living Products Maroc SARL—each holding just over 21% value share in 2025. Oriflame’s share declined over the past five years, dropping from 31% in 2020 to 21% in 2025, reflecting intensifying competition and share gains by rivals.
Dislog Expands with Avon Acquisition as Qnet Drives Youth Growth
A significant shift in 2025 was Dislog Group’s acquisition of Avon Morocco, finalised on 2 June 2025, which transitioned the company from distributor to exclusive owner of Avon Beauty Products SARLU. This move consolidates Dislog’s leadership in the beauty and personal care space and accelerates its strategy to build a multi-brand ecosystem across beauty, hygiene, health, and food.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Morocco?
- Which are the leading retailers in Direct Selling in Morocco?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Morocco - Category analysis
Key Data Insights
Direct Selling Summary
Qnet Empowers Young Sellers to Accelerate Digital Commerce
Health and Beauty Brands Drive Robust Expansion through Digital Sales
Young Entrepreneurs Leverage Digital Tools to Drive Robust Value Gains
Health and Beauty Sellers Gain Ground through Digital-First Expansion
Regulatory Reforms and Digitalisation Transform Sales Models and Trust
Oriflame Sustains Lead through Digital Engagement While Rivals Close in
Dislog Expands with Avon Acquisition as Qnet Drives Youth Growth
Retail in Morocco - Industry Overview
2025 Developments
Key Data Insights
Celio Introduces a Combined Clothing Concept and Redefines the Shopping Experience
Jumia Expands Its Rural Reach and Accelerates Digital Adoption
Discounters Gain Traction as Price Sensitivity Shapes Channel Choice
Discounters Accelerate Network Expansion to Capture Price-Conscious Shoppers
Mobile-First Behaviour Drives Investment in Omnichannel Experiences
Government Sustainability Strategy Fuels Demand for Local and Eco-Friendly Goods
Marjane Accelerates Expansion as Rivals Face Higher Friction
Innovative Launches Redefine Store Experience and Customer Loyalty
Informal Retail
Opening Hours for Physical Retail
Seasonality
Black Friday
Chaabane
Ramadan
Eid kbir
Summer
Back to School
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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