Frequently purchased items online included personal and beauty care products, home appliances and electronics

Casablanca, Morocco, 21 April, 2015:MasterCard today released the results of its Online Shopping Behaviour study indicating that 75 per cent of respondents in Morocco made an online purchase in the three months prior to the study, of which 90 per cent said that they were satisfied with their online shopping experience.

The Online Shopping Behaviour Survey, which measures consumers’ propensity to shop online, was conducted at the end of last year and was based on interviews with 4000 respondents across eight markets in the Middle East and North Africa including Morocco.

“The high level of satisfaction amongst respondents of our survey who had shopped online is a promising sign that e-commerce will continue to soar in Morocco. Shopping online, on both local and foreign websites is simple, safe and secure,” commented Aaron Oliver, Head of Emerging Payments – Middle East and Africa, MasterCard. “As merchants and consumers continue to realise the benefits of e-commerce, we expect to see more e-commerce players enter the market in the near future to meet the growing demand for secure and convenient online shopping.”

The highest online spend in absolute terms was on airlines, followed by travel, clothing and accessories. Home appliances, electronic products, hotels, personal and beauty care products were also popular online purchases.

The most popular sites for online shopping were eBay, Hmall, Avito, Amazon, Jumia and Morocco Mall – representing a mix of local and foreign merchants. Website traffic was found to be highest for home appliances, electronic products, followed by those that offered personal education and professional development products.

Mobile shopping

Mobile shopping represents an important trend in consumer shopping behaviour in Morocco, having witnessed significant growth compared to previous years. In 2014, 66 per cent of respondents shopped via mobile in the three months prior to the study compared to only nine per cent in 2013.

Top reasons for choosing to shop using a mobile include easy-to-use apps, and the fact that friends also engage in online shopping. Frequently purchased items covered a range of price points and included personal and beauty care products, home appliances, electronic products, e-books, music and phone apps.

Note to editors: More information and previously released MasterCard survey results can be found at The survey and its accompanying reports do not represent MasterCard financial performance.