Competitive Landscape
Jumia Drives Logistics Innovation as Rivals Expand Reach with Funding
Retail e-commerce in 2025 remained relatively concentrated but gradually became more fragmented from 2020 to 2025. Jumia Morocco maintained the leading position with a 24% share in 2025, although its dominance has softened compared to 29% in 2020, reflecting a steady erosion in share.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce 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 Retail E-Commerce 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 Retail E-Commerce 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 Retail E-Commerce in Morocco?
- Which are the leading retailers in Retail E-Commerce 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?
Retail E-Commerce in Morocco - Category analysis
Key Data Insights
Retail E-Commerce Summary
Temu Reshapes Online Shopping with Ultra-Low Prices and Mass Reach
Marketplace Operators Attract Moroccan Shoppers with Mass Promotions and Variety
Jumia and Moroccan Retailers Use Ai to Personalise Shopping and Boost Loyalty
Chinese Platforms Expand Rural Reach as Digital Access Grows
App-Based Personalisation and New Regulations Accelerate First-Time Online Shopping
Jumia Drives Logistics Innovation as Rivals Expand Reach with Funding
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:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
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 Retail E-Commerce research and analysis database.
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