Morocco, with a population of around 37 million people (2024), is North Africa’s gateway to both Europe and Sub‑Saharan Africa As a lower‑middle‑income economy with a GDP per capita of approximately USD 3,900–4,000 it boasts a diverse industrial landscape—from automotive and aerospace to agriculture and phosphate processing

Morocco runs a substantial trade deficit of about USD 27 billion, with imports worth nearly USD 69 billion in 2023, led by petroleum goods, vehicles, and machinery . Major suppliers include Spain (≈16 %), China (≈11 %), France (≈10 %), and the U.S. (≈9 %).

Why Morocco is a prime market

• Strategic location & infrastructure: Major ports (Casablanca, Tangier Med) offer efficient access to Europe, Africa, and the Middle East
• Developed distribution systems: A well-established network of wholesalers, importers, pharmacy chains, and IT/software resellers supports efficient product rollout
• Growing retail modernisation: Retail penetration remains low (~15% hypermarkets), indicating strong growth potential
• Dynamic e‑commerce boom: Online retail surged to approximately USD 1.8 billion by 2023, projected to reach USD 3.1 billion by 2027
• Franchising opportunities: Over 400 franchises operate in Morocco, especially in fast food, apparel, and supermarkets

Key Distribution & Retail Channels

1. Modern retail & hypermarkets

• Marjane Group dominates (≈130 stores in 30 cities), also owns Electroplanet, a leading electronics chain
• Other players: Label’Vie/Carrefour, BIM, Leader Price, Metro/Atacadao

2. Traditional convenience & neighborhood shops

• Account for ~58% of FMCG turnover; over 250,000 small outlets alongside ~1,000 large retailers
• Leading B2B app Chari enables 15,000+ shops to order with next-day delivery, underscoring offline channels’ vitality

3. E‑commerce platforms

• B2C: Jumia, YouCan.
• B2B: Chari supports micro‑retailers
• Online retail growing with internet penetration (~83%)

4. Franchises & specialty stores

• Nearly 40% are French; U.S. brands also compete strongly in food, apparel, education, homeware
• Furniture chains like Kitea have ~33 outlets nationwide

Market Entry Strategies

• Agents & distributors: Crucial for navigating regulations, certificates, and after-sales service—especially for technical or pharmaceutical products
• Retail partnerships: Engage hypermarket groups (e.g., Marjane), convenience wholesalers, and franchises for broader reach.
• Embrace e‑commerce: Combine online platforms with traditional sales; platforms like Jumia and YouCan are key entry points.
• Franchising: Secure master-franchise rights in hospitality, apparel, and retail, especially in urban hubs like Casablanca, Rabat, Tangier, and Marrakech

How SCA‑Partner Can Help

Areas we support you in Morocco:

• Market statistics & economic outlook
• Export/import advisory
• Investment & business incorporation
• Manufacturing support
• Trademark registration
• Regulatory & practical market intelligence
• Distributor & retail partner search

Local Support in Africa
SCA‑Partner, based in Nairobi, Kenya, with expert coverage across 54 African countries, offers market research, entry strategy, partner sourcing, and marketing & sales representation.

Entering or expanding into Morocco and Africa? A strong local partner makes all the difference.

👉 Visit us at: www.scapartner.com