The number
13% increase in gross merchandise value across Moroccan e-commerce platforms during Ramadan 2026.
The figure comes from an analysis of over 700,000 transactions across the MENA region by Flowwow and Admitad. Average order value hit $72, up 2.9% from the prior period. Three quarters of all purchases were made on smartphones.
Where Morocco stands
Morocco's 13% Ramadan GMV growth is solid. It is not exceptional. Saudi Arabia posted 29%, the UAE 24%, and Egypt 19%. Morocco came in fourth among major MENA markets.
The gap is structural. Saudi Arabia and the UAE have higher card penetration, mature logistics networks, and digital payment ecosystems built over a decade of government investment. Morocco still runs on cash: between 54% and 80% of online orders are paid cash on delivery, depending on the product category (CODRocket, 2026).
Ramadan 2026 e-commerce GMV growth by country. Source: Flowwow/Admitad.
The mobile factor
Morocco's 75% mobile commerce rate is the real story inside the numbers. The country skipped the desktop e-commerce phase almost entirely. Online shoppers grew from 15.1% of the population in 2019 to 24.9% in 2025, adding 3.7 million new buyers in five years (CODRocket, 2026). Nearly all of them shop on their phones.
Peak Ramadan shopping hours ran from noon to 6 p.m., accounting for 38% of all transactions. The pattern reflects a population that browses during work breaks and lunch hours, not late-night desktop sessions.
The bigger picture
Morocco's B2C e-commerce market hit an estimated $1.7 billion in 2025 and is projected to reach $3.5 billion by 2029 (ResearchAndMarkets, January 2026). The government set a target of MAD 10 billion in e-commerce revenue by end of 2025 and MAD 20 billion by 2030.
The constraint is not demand. Moroccans are buying online in growing numbers. The constraint is infrastructure: last-mile delivery outside Casablanca and Rabat remains patchy, digital payment adoption is slow, and return policies are inconsistent. Until those improve, Morocco's e-commerce growth will stay in the low double digits while Gulf markets pull further ahead.
Sources
Flowwow and Admitad MENA Ramadan e-commerce analysis, March 2026. Morocco World News, March 23, 2026. CODRocket Morocco E-Commerce Statistics 2026. ResearchAndMarkets Morocco B2C Ecommerce Databook, January 2026.
