Media Buyer and Digital Marketer in Morocco: Casablanca, Rabat and Marrakech

What's the cash-on-delivery share? Sources differ

The 2024-25 National ICT Survey reports 84.1% preferring cash on delivery in a multi-answer question, while other sources say 54%, and a third says 80-90%. The practical takeaway is the same: COD must be a visible option, and ads must be measured on the delivered order. According to a tool seller, returns run 15-18% with WhatsApp confirmation and 25-30% without. It's a guide number, but enough to test confirmation in your store. Bank cards and PayPal are also available for those who prepay. I explain the measuring logic in cash on delivery changes your numbers.

A two-language store and a clear delivery map

A store in Arabic and French is advised, and we test ad language by product and city. Delivery times from the same commercial source vary: same day between Casablanca and Rabat, next day to Marrakech, and 3-5 days elsewhere, through Amana, Cathedis and Aramex. So the same promise may not work for Tangier and Agadir.

Seasons and platforms

• Ramadan and the two Eids, and Black Friday is now an established season. One report put Ramadan average order value at $72.
• Ad reach: Facebook 22.8 million, TikTok 16.7 million, Instagram 15.1 million, Snapchat 7.64 million (DataReportal). Snap allows targeting in Morocco.

Paying for ads from inside Morocco

There are e-commerce allowances of up to MAD 1 million a year for categorized businesses and MAD 20K for individuals. I haven't confirmed whether ad spend qualifies, so check with the Office des Changes or your accountant before setting the budget.

Proof from Egypt

Van Graph: an end-of-season T-shirt made EGP 8.44 million at a 6.53% conversion rate (full case). The service: Facebook and Instagram ads management. Other markets are on the hub page.