Morocco

Economy & income

Currency

• Moroccan dirham (MAD, DH / د.م.)
• ~9.3 MAD per USD (1 MAD ≈ $0.1074, Jul 2026)

GDP per capita

• ~$4,840 nominal (2025, IMF WEO; ~$5,107 est. 2026)
• ~$9,500 PPP (2025, World Economics; WB PPP ~$9,066 in 2024)

Average salary

• ~$540 net/mo (Numbeo, Casablanca, 2026)
• gross ~$645/mo (~MAD 6,000, wage.is 2026)
• formal private-sector avg gross ~MAD 8,000–9,800

Median salary

• n/a — Morocco's HCP does not publish a clean national monthly median wage
• large informal sector (~30%+) skews figures

Minimum wage

• SMIG MAD 3,266.55/mo (2025) rising to ~MAD 3,429/mo gross from Jan 2026 (~$369/mo, ~$347 net)
• agricultural SMAG lower (~MAD 2,533/mo)

Cost of living

• Low — Numbeo: single person ~€600/mo, Casablanca ~£429/mo excl. rent (2026)
• ~50% cheaper than France

Digital landscape

Population

38.5 million (Oct 2025)

Internet users

92.2% (~35.5 million users, Oct 2025)

Social media users

59.1% (~22.8 million identities, Oct 2025)

Mobile connections

57.1 million cellular connections = 148% of population

Devices

• StatCounter web-traffic: desktop ~53.6% / mobile ~45.4% / tablet ~1.0% (Jun 2026) — note StatCounter over-counts desktop here
• real usage is mobile-first (mobile = ~65% of e-commerce)

Ad spend

• Total ad market ~$932M (2024, Statista; TV largest ~$297M)
• online advertising & digital-media market ~$1.2B (Ken Research, 5-yr)
• digital rising fast (~30.7% YoY in Ramadan 2025; 64% of ad spend digital by 2029)
• mobile ad ~$180M (2025)

Top social platforms

Facebook ~22.8M

YouTube ~21.6M

TikTok ~16.7M adults 18+

Instagram ~15.1M

Snapchat ~7.64M

Messenger ~7.10M

LinkedIn ~6.90M

Messengers

• WhatsApp (dominant — primary chat & COD order confirmation)
• Facebook Messenger (~7.1M)
• Instagram DM
• Snapchat (~7.6M, youth)
• Telegram (secondary)

Payments & behaviour

Payment methods

• Cash on delivery (~54–80% of e-commerce) — dominant, low trust in prepay
• Debit/credit cards (Visa/Mastercard processed via CMI) — growing but minority
• Bank transfer
• Mobile wallets (rising, interoperable via MarocPay)

E-wallets

• CIH Pay
• Inwi Money
• Orange Money
• PayZone
• CMI / MarocPay (interoperable)
• Barid Cash (Al Barid Bank)

Cash on delivery

• Very high — COD is the default for online purchases
• buyers pay the courier in cash, orders confirmed by phone/WhatsApp call-center

E-commerce

• ~21.6% of population shopped online (2025)
• market forecast >$2B by 2026 — low but fast-growing
• m-commerce ~65% of transactions

Notes

• CMI long held near-monopoly on card acquiring
• MarocPay interoperability now links wallets/terminals
• >10 million m-wallet accounts opened

Audience & culture

Languages

• Moroccan Arabic / Darija (~92% spoken, main ad language)
• French (~33% as 2nd language — business/premium ads)
• Modern Standard Arabic (official)
• Amazigh/Berber (~25%, official — Tashelhit/Tarifit/Tamazight)
• Spanish (north, minority)

Religion

~99% Sunni Muslim; tiny Christian & Jewish minorities

Median age

29.8 years (DataReportal, Oct 2025)

Key seasons

• Ramadan (peak media/ad spend & e-commerce; activity shifts to night after iftar)
• Eid al-Fitr (gifting/apparel)
• Eid al-Adha / Aïd (livestock + big spend)
• Summer Jul–Aug (MRE diaspora return — high-spending)
• White Friday / Black Friday (Nov, Jumia-led)
• Back-to-school (Sept)

Cultural notes

• COD + Darija phone/WhatsApp order confirmation is essential
• Darija creatives convert, French signals premium
• conservative imagery (modest dress, no alcohol/pork/nudity)
• huge diaspora (MRE) buys for family back home
• mobile-first, WhatsApp-centric

Where to find creators

• Instagram
• TikTok
• YouTube
• Facebook
• Snapchat

Media landscape

Creators & public figures

Top creators

Celebrities

Achraf Hakimi ~20.6M Instagram

footballer (PSG & Morocco national team)

Saad Lamjarred ~15.4M Instagram

pop singer (biggest Moroccan music star)

Hakim Ziyech ~11M Instagram

footballer (ex-Chelsea, Morocco national team)

Asma Lmnawar ~11.2M Instagram

singer (pan-Arab star, Casablanca-born)

Sofia El Marikh ~4.2M Instagram

singer & fashion icon

C

Choumicha ~4M Instagram

celebrity chef & TV personality

Affiliate & traffic

Hot verticals

• Nutra COD (weight-loss, joints, potency, beauty, diabetes)
• Health supplements
• Gambling/betting (grey — offshore)
• Sweepstakes / prize
• E-commerce & dropshipping (COD)
• Mobile apps / utilities / VPN
• Finance (loans, forex — grey)

Active networks

• AdCombo (COD nutra)
• TerraLeads (COD nutra, in-house call center)
• Everad (health/beauty COD)
• Mostrend / Shakes-type COD networks
• Jumia Affiliate Program
• Mobidea / Adsterra (mobile/CPA)

Payouts

• Tier-3 lower: COD nutra CPA typically ~$8–18/order
• finance CPL and betting CPA modest
• cheap traffic offsets low payouts

Competition

• Low-to-moderate — cheaper CPMs/CPCs than Tier-1/2
• flagged as a low-competition COD GEO by nutra networks

Seasonality

Ramadan and summer (diaspora) peaks; Q4 White Friday spike

Traffic sources

• Facebook & Instagram ads
• TikTok ads
• Google / UAC & YouTube
• Native/push (RichAds, PropellerAds)
• Influencer & WhatsApp/Telegram

Good to know

Capital

Rabat

Major cities

• Casablanca (largest, economic hub)
• Rabat (capital)
• Fez
• Marrakesh
• Tangier
• Agadir
• Meknes
• Oujda

Time zones

Single zone. Morocco observes permanent UTC+1 year-round (decree since Oct 2018), reverting to UTC+0 only during Ramadan — the tz database formally labels +01:00 as its DST. tz_offset=60 reflects the everyday civil clock in Rabat/Casablanca.

Android vs iOS

78% 22%

Android 78% iOS 22%

Phone brands

• Samsung (~30%)
• Apple (~22%)
• Xiaomi (~18%)
• Oppo (~4%)
• Google & others

Top e-commerce

• Avito (classifieds — most-visited)
• Jumia (jumia.ma)
• AliExpress
• Marjane / MarjaneMall
• Hmizate
• Temu / Shein (cross-border)

Peak activity

Evenings ~20:00–24:00 local (post-dinner mobile/social peak); during Ramadan activity shifts later, after iftar into the early morning

Creative taboos

Islam & the monarchy/King (off-limits to criticize), Western Sahara, alcohol/pork imagery, nudity/LGBTQ themes — keep creatives modest and respectful

Also worth knowing

• COD + Darija call-center confirmation is the winning formula
• the large MRE diaspora (France, Spain, Belgium) buys for family in Morocco
• low card trust makes COD nutra & e-commerce thrive on cheap Facebook/TikTok traffic