Having surged by almost a fifth in 2020, e-commerce retail current value sales were little better than flat in 2021. COVID-19 was the main driver of growth during 2020: With physical stores closed for an extended period during lockdown and consumers fearing shortages of essential products, they began to shop online in growing numbers.
The pandemic led a growing number of retail chains and brands to venture into e-commerce, with Label’Vie – which franchises the Carrefour banner locally – partnering with Jumia Technologies AG, for example. Some traditional retailers utilised social media, particularly WhatsApp, Facebook and Instagram, to take orders from clients.
Jumia Technologies AG dominates e-commerce in Morocco, and it has significantly increased its retail value since the onset of COVID-19. It reported a surge in orders during the early stages of the pandemic, as consumers sought to stock up on essential products, noting that this growth would have been even higher but for logistical constraints.
Brands shifting towards an omnichannel retail model will continue to driver growth in e-commerce during the forecast period. For example, in July 2021, Aksal Group launched a new e-commerce platform for its Bershka brand.
With a growing number of local consumers increasingly comfortable shopping online and smartphone ownership becoming increasingly ubiquitous, e-commerce retail current value sales will exhibit robust growth during the forecast period. On the supply side, retail chains and brands are now paying much more attention to e-commerce and increasing their investment in it.
The rise of informal e-commerce activity whereby fraudulent individuals set up social media company profiles with a view to selling expired or counterfeit products has led many consumers out of pocket and without any legal protection due to the absence of regulation applicable to this fairly new retail channel. In fact, Morocco still lacks a legal framework to protect consumer rights in e-commerce.
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Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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