Mobile internet retailing in Morocco is still in its introductory phase. Not all the leading retail players have developed their own applications.
The mobile penetration rate is increasing in Morocco; according to trade sources, smartphone penetration reached 70% in 2017, whilst 56% of orders on Jumia.ma came from smartphones.
Consumers are increasingly shopping for non-grocery items via mobile internet retailing, as they gain awareness of international brands and internet retailers make good offers. It is also perceived as a more convenient channel.
Jumia by Rocket Internet is an online store with a diverse product portfolio, which ranges from electronics and fashion to decoration. It recently launched a newly designed and user-friendly application for Android and iOS to encourage mobile sales.
Social media is expected to drive sales via mobile internet retailing in Morocco in the forecast period, by continuing to collaborate with influencers. Households have been influenced by bloggers, who talk positively about their experiences with cross-border ordering and ordering from Asian websites.
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