Contents
What Makes Moroccan E-commerce Different
- Cash on delivery remains very widespread. The customer has paid nothing when placing the order: until the parcel is handed over, the sale is not secured.
- WhatsApp is at the heart of the relationship. According to GWI/DataReportal, 98.3% of adult internet users surveyed in Morocco used it every month in 2025. Many customers would rather ask their questions there than fill in a form.
- Trust is built at every step. Many online shoppers remain cautious: customer reviews, clear prices and delivery times, and how easy it is to get in touch all weigh heavily in the decision.
- Delivery addresses are often imprecise. Landmarks (the neighbourhood, a nearby shop) supplement the address, and couriers often call the customer to find them.
The Journey and Its Breaking Points
| Stage | Common breaking point | Good practice |
|---|---|---|
| Discovery | Price or delivery charges revealed too late | Show the total price and delivery time on the product page |
| Order | Long form, unnecessary fields | Short form, address with a landmark |
| Confirmation | Customer unreachable, order forgotten | Quick confirmation by phone or WhatsApp, clear summary |
| Delivery | Delay with no news, courier cannot find the address | Shared tracking, announced time slot, call before arrival |
| Handover | Parcel refused at the point of payment | Product matches the photo, price unchanged, clear returns policy |
| After-sales | Complaint left unanswered | Prompt reply, simple returns, refund within a stated timeframe |
The Metrics to Track
- Confirmation rate: orders confirmed ÷ orders placed.
- Successful delivery rate: parcels delivered ÷ parcels shipped.
- Return rate and its main reasons.
- First response time on WhatsApp and by phone.
- Post-delivery satisfaction, measured with a short question.
- Repeat purchase rate at 90 days.
Example: out of 1,000 orders placed, 800 are confirmed and 680 are delivered to the customer. The confirmation rate is 80% and the successful delivery rate is 85% (680 ÷ 800). In the end, only 68% of the original orders become sales. These figures are illustrative.
What the Law Says
- Consumer protection (Law 31-08 on consumer protection). Consumers must receive clear information before they buy. For distance sales, they have a withdrawal period of 7 days from receipt of the goods, extended to 30 days in certain cases where the seller has not met its information obligations.
- Personal data (Law 09-08 on personal data protection). The customer database must be declared to the CNDP (Morocco's data protection authority). Marketing by email, SMS or automated messages requires the customer's prior consent (Article 10), and the customer can object free of charge (Article 9). See CNDP Compliance: The 8-Step Method.
Practical Checklist
- Total price and delivery time visible before the order is placed.
- Every order confirmed within hours.
- Delivery tracking shared with the customer.
- A clear returns policy, consistent with the statutory withdrawal period.
- WhatsApp response time measured and displayed.
- Consent obtained before any promotional message.
Further reading
- 4 min read
- 3 min read
- 4 min read
Frequently asked questions
How can we reduce parcel refusals with cash on delivery?
Confirm every order quickly, restate the total price and the delivery time, deliver a product that matches its description, and let the customer know before the courier arrives. Tracking the reasons for refusal lets you fix recurring causes.
What is the withdrawal period for an online purchase in Morocco?
Law 31-08 provides a 7-day period from receipt of the goods for distance sales, extended to 30 days in certain cases where the seller has not met its information obligations.
Can we send promotions to customers on WhatsApp?
Only with their prior consent, as with email or SMS. Customers must also be able to opt out simply and free of charge at any time.
General information, not legal advice.
Report an errorReferences (3)
- Law No. 31-08 enacting consumer protection measures (Dahir No. 1-11-03 of 18 February 2011).
- Law No. 09-08 on the protection of personal data, in particular Articles 5, 9 and 10. (opens in a new tab)
- DataReportal / GWI (2025). Digital 2025 July Global Statshot. (opens in a new tab)