Select Country Report
2025 Developments
Retail in Morocco demonstrates strong momentum, outpacing many regional peers by recording a 4% increase in value sales in 2025 and benefiting from a stable economic backdrop with real GDP growth at 4% and inflation at 0.7%. The environment remains highly attractive for both local and international players due to rising disposable incomes, urbanisation, and a growing middle class, all of which are driving demand for more sophisticated retail formats and supporting the expansion of both digital and physical channels. Success in this environment depends on aligning with evolving consumer expectations for convenience, value, and digital experiences, while maintaining operational agility and investing in technology, store innovation, and locally relevant propositions to capture emerging growth opportunities and respond to increasing competition from both discounters and e-commerce platforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail 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 in Morocco report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- 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 in Morocco?
- Which are the leading retailers in Retail in Morocco?
- How are products distributed in Retail in Morocco?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Morocco?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Morocco
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Celio Introduces a Combined Clothing Concept and Redefines the Shopping Experience
Chart 2 Celio Opens First "Be" Store in Morocco
Jumia Expands Its Rural Reach and Accelerates Digital Adoption
Chart 3 Jumia Maroc Drives E-Commerce Adoption
Discounters Gain Traction as Price Sensitivity Shapes Channel Choice
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
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
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Chart 8 Analyst Insight for Retail
Marjane Accelerates Expansion as Rivals Face Higher Friction
Chart 9 Marjane Redefines Data-Driven Retail
Innovative Launches Redefine Store Experience and Customer Loyalty
Chart 10 Bricoma Elevates the Shopper Experience with Its New Store
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 13 Standard Opening Hours by Channel Type 2025
Seasonality
Black Friday
Chaabane
Ramadan
Eid kbir
Summer
Back to School
Chart 14 Economic Context for Retail
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Retail
Chart 18 Population 2020-2030
Chart 19 Population by Generation 2025
Convenience Retailers in Morocco
Key Data Insights
Convenience Retailers Summary
Chart 20 Key Industry Trends for Convenience Retailers
Casino and H&S Invest Holding Partnership Accelerates Modern Retail Expansion
Chart 21 Strategic Partnership between H&S Invest Holding Morocco and Groupe Casino France
Forecourt Operators Transform Physical Space to Attract Urban Consumers
Akwa Group Leverages Digital Innovation to Drive Loyalty and Footfall
Chart 22 Akwa Group Is Reconceptualising Its Physical Spaces
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Forecourt Operators Transform Urban Sites to Capture High-Traffic Demand
Chained Stores Accelerate Digital Transformation to Enhance the Shopper Experience
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Chart 27 Analyst Insight for Convenience Retailers
Label’Vie Expands Carrefour Express Network to Strengthen Leadership
Marjane City Leverages Omnichannel Strategy to Capture Growth
Chart 28 Company Shares 2025
Chart 29 Brand Shares 2025
Chart 30 Economic Context for Convenience Retailers
Chart 31 Real Gdp Growth 2020-2030
Chart 32 Inflation 2020-2030
Chart 33 Consumer Context for Convenience Retailers
Chart 34 Population 2020-2030
Chart 35 Population by Generation 2025
Supermarkets in Morocco
Key Data Insights
Supermarkets Summary
Chart 36 Key Industry Trends for Supermarkets
Marjane Accelerates Digital Transformation to Drive Growth and Resilience
Chart 37 Marjane Leads the Digital Shift
Labelvie Expands Sustainable Sourcing to Meet Rising Consumer Expectations
Chart 38 Carrefour Maroc Champions Green Retail
Ai Integration Transforms Operations and Personalises Shopper Experience
Chart 39 Value Sales 2020-2030
Retailers Expand into New Catchment Areas as Urbanisation Drives Demand
Digital Investment Transforms Shopper Expectations and Loyalty Strategies
Sustainable Sourcing and Local Products Boost Consumer Trust and Differentiation
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Analyst Insight for Supermarkets
Label’Vie Pivots Store Strategy as Marjane Gains Ground
Marjane Accelerates Growth through Logistics and Omnichannel Innovation
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Chart 44 Economic Context for Supermarkets
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Supermarkets
Chart 48 Population 2020-2030
Chart 49 Population by Generation 2025
Hypermarkets in Morocco
Key Data Insights
Hypermarkets Summary
Chart 50 Key Industry Trends for Hypermarkets
Hyper U’S Expansion Draws International Players and Boosts Consumer Choice
Chart 51 Hyper U Is Opening Its Second Hypermarket in Agadir
Label’Vie and Colibghiti Drive Sustainability through Food Redistribution
Chart 52 Label’Vie Joins Forces with Colibghiti to Avoid Food Waste
Digitalisation and Omnichannel Strategies Accelerate Growth and Resilience
Chart 53 Value Sales 2020-2030
Hyper U and Carrefour Target New Urban Hubs to Unlock Local Supplier Growth
Carrefour and Hyper U Integrate Digital Tools to Meet Omnichannel Demand
Marjane and Label’Vie Champion Sustainability to Capture Eco-Conscious Shoppers
Chart 54 Forecast Value Sales 2020-2030
Chart 55 Analyst Insight for Hypermarkets
Labelvie’S Rapid Outlet Expansion Challenges Marjane’S Dominance
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Chart 58 Economic Context for Hypermarkets
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Hypermarkets
Chart 62 Population 2020-2030
Chart 63 Population by Generation 2025
Discounters in Morocco
Key Data Insights
Discounters Summary
Chart 64 Key Industry Trends for Discounters
Supeco and Bim Expand Presence to Capture Value-Driven Shoppers
Supeco Positions Discount Retail as Smart, Not Just Cheap
Chart 65 Supeco, the Face of Affordable Shopping
Chart 66 Value Sales 2020-2030
Supeco, Kayzon and Bim Extend Reach with Targeted Investment
Bim Prioritises Logistics and Assortment to Sustain Rapid Turnover
Chart 67 Forecast Value Sales 2020-2030
Chart 68 Analyst Insight for Discounters
Kazyon and Supeco Narrow Bim’S Dominance as Competition Intensifies
Chart 69 Turkish Bim Stores, Everyday Essentials at Affordable Prices
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Chart 72 Economic Context for Discounters
Chart 73 Real Gdp Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Discounters
Chart 76 Population 2020-2030
Chart 77 Population by Generation 2025
Small Local Grocers in Morocco
Key Data Insights
Small Local Grocers Summary
Proximity-Focused Grocers Adapt to Shifting Local Demand
Flexible Payment Options Strengthen Store–Consumer Relationships
Chart 78 Value Sales 2020-2030
Fintech Partners Enable Store Owners to Formalise and Scale
Store Networks Leverage Digital Tools to Test and Promote Products
Chart 79 Forecast Value Sales 2020-2030
Independent Grocers Maintain Diversity as Consolidation Stalls
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Chart 82 Economic Context for Small Local Grocers
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Small Local Grocers
Chart 86 Population 2020-2030
Chart 87 Population by Generation 2025
General Merchandise Stores in Morocco
Key Data Insights
General Merchandise Stores Summary
Chart 88 Key Industry Trends for General Merchandise Stores
Miniso Maroc Drives Engagement with Experiential In-Store Campaigns
Chart 89 Miniso Marco Introduces “Challenge Maman Et Enfants”
Marks & Spencer Maroc Boosts Loyalty through Omnichannel Innovation
Chart 90 Marks & Spencer Maroc Expands Its E-Commerce Channel
Chart 91 Value Sales 2020-2030
Chart 92 Value Sales by Category 2025
Variety Stores Capitalise on Affordability to Outpace Rivals
Digitalisation Reshapes Store Strategies to Extend Reach and Relevance
Regulatory Shifts and Experiential Retail Strengthen Local Player Advantage
Chart 93 Forecast Value Sales 2020-2030
Chart 94 Forecast Value Sales by Category 2025-2030
Chart 95 Analyst Insight for General Merchandise Stores
Alpha 55 Sarl Leverages Brand Trust to Defend Leadership as Marks and Spencer Gains Ground
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Chart 98 Economic Context for General Merchandise Stores
Chart 99 Real Gdp Growth 2020-2030
Chart 100 Inflation 2020-2030
Chart 101 Consumer Context for General Merchandise Stores
Chart 102 Population 2020-2030
Chart 103 Population by Generation 2025
Apparel and Footwear Specialists in Morocco
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 104 Key Industry Trends for Apparel and Footwear Specialists
H&M Reopens with New Store Concept to Strengthen Competitive Positioning
Chart 105 H&M Reopens in Morocco
Marwa Integrates Omnichannel Model to Capture Digital-First Consumers
Chart 106 Marwa Adopts an Omnichannel Approach
Chart 107 Value Sales 2020-2030
Sunrise Partnership Accelerates Supply Chain Transformation and Pricing Agility
Artisanal Craftsmanship and Green Policies Drive Sustainable Innovation
Pure Online Players and Omnichannel Strategies Intensify Competition and Reshape Consumer Expectations
Chart 108 Forecast Value Sales 2020-2030
Chart 109 Analyst Insight for Apparel and Footwear Specialists
Lc Waikiki Adapts to Rising Competition as Digital Players and Global Brands Gain Ground
Chart 110 Company Shares 2025
Chart 111 Brand Shares 2025
Chart 112 Economic Context for Apparel and Footwear Specialists
Chart 113 Real Gdp Growth 2020-2030
Chart 114 Inflation 2020-2030
Chart 115 Consumer Context for Apparel and Footwear Specialists
Chart 116 Population 2020-2030
Chart 117 Population by Generation 2025
Appliances and Electronics Specialists in Morocco
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 118 Key Industry Trends for Appliances and Electronics Specialists
Elaraby Group Expands through Local Partnerships and Strengthens Its Premium Offering
Chart 119 Elaraby Group Expands in Morocco
Samsung Leverages Instalment Plans to Unlock Smartphone Demand
Chart 120 Samsung Now Offers Instalment Plans to Moroccan Consumers
Chart 121 Value Sales 2020-2030
Rising Import Duties Drive Demand for Local Appliances and Premium Eco-Friendly Models
Retailers Prioritise Certified Goods and Local Production as Competition Intensifies
Chart 122 Forecast Value Sales 2020-2030
Chart 123 Analyst Insight for Appliances and Electronics Specialists
Samsung Accelerates with Ai-Driven Launches as Electroplanet Defends Trust through Service Excellence
Chart 124 Company Shares 2025
Chart 125 Brand Shares 2025
Chart 126 Economic Context for Appliances and Electronics Specialists
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Appliances and Electronics Specialists
Chart 130 Population 2020-2030
Chart 131 Population by Generation 2025
Home Products Specialists in Morocco
Key Data Insights
Home Products Specialists Summary
Chart 132 Key Industry Trends for Home Products Specialists
Jysk’S Entry and Chained Store Expansion Reshape Consumer Choices
Chart 133 Jysk Chooses Casablanca for Its Expansion into Africa
Chart 134 Kitea Unveils Its Latest Flagship Store in Laayoune
Chart 135 Value Sales 2020-2030
Chart 136 Value Sales by Category 2025
Ergonomic Furniture and Eco-Design Drive Consumer Upgrades in Multifunctional Homes
Omnichannel Strategies and Digital Tools Attract Young, Connected Shoppers
Chart 137 Forecast Value Sales 2020-2030
Chart 138 Forecast Value Sales by Category 2025-2030
Chart 139 Analyst Insight for Home Products Specialists
Kitea Expands Store Network to Defend Its Leadership
H&S Invest Retail Acquires Mr Bricolage Maroc to Accelerate Growth
Chart 140 Company Shares 2025
Chart 141 Brand Shares 2025
Chart 142 Economic Context for Home Products Specialists
Chart 143 Real Gdp Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Home Products Specialists
Chart 146 Population 2020-2030
Chart 147 Population by Generation 2025
Health and Beauty Specialists in Morocco
Key Data Insights
Health and Beauty Specialists Summary
Chart 148 Key Industry Trends for Health and Beauty Specialists
Pharmacies Capture Demand as Digital Habits Reshape Spending
Parafaw Leverages Digital-First Parapharmacy to Drive Engagement and Loyalty
Royal Mansour Introduces Experiential Wellness to Build Brand Loyalty
Chart 149 Parafaw, a Leading Online Parapharmacy Platform in Morocco
Chart 150 Royal Mansour Opens in Tamuda Bay
Chart 151 Value Sales 2020-2030
Chart 152 Value Sales by Category 2025
Rising Incomes and Wellness Focus Boost Discretionary Spending
Pharmacies Sustain Leadership as Regulatory Changes Loom
Health and Personal Care Stores Accelerate with Digital-First Strategies
Chart 153 Forecast Value Sales 2020-2030
Chart 154 Forecast Value Sales by Category 2025-2030
Chart 155 Analyst Insight for Health and Beauty Specialists
Lissac Maroc Accelerates Growth as Alain Afflelou Expands Presence
Chart 156 Company Shares 2025
Chart 157 Brand Shares 2025
Chart 158 Economic Context for Health and Beauty Specialists
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Health and Beauty Specialists
Chart 162 Population 2020-2030
Chart 163 Population by Generation 2025
Vending in Morocco
Key Data Insights
Vending Summary
Urban Consumers Embrace Connected Machines to Transform Convenience
Drinks and Tobacco Machines Outpace Others as Demand Surges
Chart 164 Value Sales 2020-2030
Chart 165 Value Sales by Category 2025
Young Professionals Drive Adoption of Smart Machines in City Spaces
Smart Vending Machines Reshape Logistics and Payment Habits
Chart 166 Forecast Value Sales 2020-2030
Chart 167 Forecast Value Sales by Category 2025-2030
Top Class Espresso Defends Leadership as Daba Maroc Gains Ground
Chart 168 Company Shares 2025
Chart 169 Brand Shares 2025
Chart 170 Economic Context for Vending
Chart 171 Real Gdp Growth 2020-2030
Chart 172 Inflation 2020-2030
Chart 173 Consumer Context for Vending
Chart 174 Population 2020-2030
Chart 175 Population by Generation 2025
Direct Selling in Morocco
Key Data Insights
Direct Selling Summary
Chart 176 Key Industry Trends for Direct Selling
Qnet Empowers Young Sellers to Accelerate Digital Commerce
Chart 177 Qnet in Morocco: Direct Selling in the Digital Age
Health and Beauty Brands Drive Robust Expansion through Digital Sales
Chart 178 Value Sales 2020-2030
Chart 179 Value Sales by Category 2025
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
Chart 180 Forecast Value Sales 2020-2030
Chart 181 Forecast Value Sales by Category 2025-2030
Chart 182 Analyst Insight for Direct Selling
Oriflame Sustains Lead through Digital Engagement While Rivals Close in
Dislog Expands with Avon Acquisition as Qnet Drives Youth Growth
Chart 183 Company Shares 2025
Chart 184 Brand Shares 2025
Chart 185 Economic Context for Direct Selling
Chart 186 Real Gdp Growth 2020-2030
Chart 187 Inflation 2020-2030
Chart 188 Consumer Context for Direct Selling
Chart 189 Population 2020-2030
Chart 190 Population by Generation 2025
Retail E-Commerce in Morocco
Key Data Insights
Retail E-Commerce Summary
Chart 191 Key Industry Trends for Retail E-Commerce
Temu Reshapes Online Shopping with Ultra-Low Prices and Mass Reach
Chart 192 Temu Is Taking over Morocco through Aggressive Marketing Strategies
Marketplace Operators Attract Moroccan Shoppers with Mass Promotions and Variety
Jumia and Moroccan Retailers Use Ai to Personalise Shopping and Boost Loyalty
Chart 193 Jumia Replatforms Its Retail Media Programme to Mirakl Ads
Chart 194 Value Sales 2020-2030
Chart 195 Value Sales by Category 2025
Chinese Platforms Expand Rural Reach as Digital Access Grows
App-Based Personalisation and New Regulations Accelerate First-Time Online Shopping
Chart 196 Forecast Value Sales 2020-2030
Chart 197 Forecast Value Sales by Category 2025-2030
Chart 198 Analyst Insight for Retail E-Commerce
Jumia Drives Logistics Innovation as Rivals Expand Reach with Funding
Chart 199 Company Shares 2025
Chart 200 Brand Shares 2025
Chart 201 Economic Context for Retail E-Commerce
Chart 202 Real Gdp Growth 2020-2030
Chart 203 Inflation 2020-2030
Chart 204 Consumer Context for Retail E-Commerce
Chart 205 Population 2020-2030
Chart 206 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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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
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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
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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