E-commerce in the Maghreb region—Morocco, Algeria, and Tunisia—has shown initial growth but struggles to sustain momentum. According to a 2025 report by the African Development Bank, the sector grew by only 8% in 2024, down from 15% in 2022. Key barriers include underdeveloped logistics infrastructure, limited digital payment adoption, and consumer trust issues.
In Morocco, cash on delivery remains the preferred payment method for 70% of online shoppers, as reported by the Moroccan E-Commerce Association in 2025. Algeria faces regulatory hurdles, including restrictions on international payment gateways, while Tunisia's small market size limits investment. A 2026 study by the International Trade Centre found that only 12% of Maghreb SMEs have an active e-commerce presence.
Logistics challenges are acute: last-mile delivery in rural areas can take up to 5 days, compared to 1-2 days in urban centers. The World Bank's 2025 Logistics Performance Index ranks Morocco 86th, Algeria 120th, and Tunisia 97th globally. These delays erode consumer confidence, with 45% of surveyed shoppers in a 2025 KPMG report citing delivery reliability as a top concern.
Efforts to boost e-commerce include Morocco's 2025 Digital Economy Strategy, aiming to increase online transactions by 20% by 2028, and Tunisia's startup act, which has fostered 50 e-commerce startups since 2023. However, without addressing payment and logistics gaps, sustained growth remains elusive.
