More than half of online shoppers in Morocco use the internet to buy airline tickets, book hotels, shop for toys and gifts

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Casablanca, Morocco: Consumers in Morocco are increasingly going online for their shopping needs, according to the 2014 Online Shopping Behaviour Study conducted by MasterCard. Nearly 50 per cent of those surveyed indicated they access the internet for online shopping of which more than 90 per cent said they were highly satisfied with their online shopping experience.

The Online Shopping Behavior Survey, which measures consumers’ propensity to shop online, was conducted at the end of last year and was based on interviews with 4000 respondents from 8 markets[1] across the Middle East and North Africa1. Consumers said they spend the most amount of money on airlines, books, CD’s, DVD’s, travel and hotels.

Aaron Oliver, head of emerging payments – Middle East and Africa, MasterCard said: “With rapidly increasing internet penetration rates and availability of secure online payment options, the country’s e-commerce industry is well placed to achieve significant growth. Companies can expand their online presence to grow their business and diversify their customer base. For consumers, online shopping is convenient, fast and safe. When you consider the benefits, it is not surprising that more people are going online to make purchases.”

According to the study, more than half of the respondents made at least one online purchase last year, a substantial increase from 15 per cent in 2011. Royal Air Maroc, the national airline of Morocco was recognized as the most commonly visited website for online shopping in Morocco.  At nearly 15 per cent, Avito and Amazon have emerged as the next two most popular websites for online shopping in Morocco.

That said, whereas websites for clothing, airlines, travel, hotels, home appliances and pharmaceutical brands have seen a gradual but steady increase in visitors since 2011, sites offering professional development tools, paid for local and international news and financial advice have witnessed a downward trajectory compared to previous years.

Moroccan consumers were clear about what factors sway their online purchasing decision, citing the speed of transaction, price of the items and reputation of website as the most important considerations when making an online purchase.

When asked how online shopping could be improved in future, 25 per cent of shoppers stated this could be done by enhancing payment security. An assurance that websites are secure and availability of more user friendly websites also emerged as popular suggestions.

Mobile Shopping


While smartphone penetration rate in Morocco is rapidly on the rise, only 9 per cent of individuals surveyed made purchases using their mobile phones in recent months and an additional 15 per cent intended to use their phones to make a purchase in the six months following the study. More than half of the respondents confirmed that they preferred to shop online using their computer tablets. Another 60 per cent stated their preference to shop online via their PCs or laptops.

“With increasing internet penetration levels and introduction of highly engaging mobile shopping apps, m-commerce is certainly an emerging business avenue for companies in Morocco. While currently in its nascent stage, mobile shopping in Morocco is expected to become popular as consumers become aware of the safety and security features and begin getting more familiar with the numerous benefits of being able to shop on the go,” stated Oliver.

In fact, the availability of an increasing number of mobile apps and being able to do shopping on the go have been voted as the top two reasons why shoppers make purchases using their phone.

The top three items purchased through mobile phones are airline tickets, toys & gifts and clothing.

Other notable results include:

  • 23 per cent online shoppers believe in ‘ethical spending’ and are more likely to buy from merchants who are environmentally responsible, who partner with or donate to charities, and who are socially responsible. 
  • Shoppers are increasingly turning to local websites to make online purchases, but almost 13 per cent of online shoppers purchase products from foreign websites.
  • Convenience and availability of wide variety of products locally available have been cited as some of the top reasons for shopping from local websites.

NOTE: More information and previously released MasterCard survey results can be found at

MasterCard and its Suite of Research Properties
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s AdvancementOnline Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).

MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.

 About MasterCard
MasterCard (NYSE: MA),, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, @MasterCardMEA, join the discussion on the Cashless Pioneers Blog and subscribe for the latest news on the Engagement Bureau.

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For more information, please contact:

Gaurav Bhatnagar,, +971 4 332 3308







[1] UAE, Saudi Arabia, Kuwait, Qatar, Oman, Lebanon, Egypt and Morocco