This guide is for anyone who wants to sell online in Morocco, whether you are starting from scratch or already run a physical shop. It follows the nine steps of an online business, from the first decision to customer loyalty. Each step links to a detailed guide.

The market in a few figures

Buying online has become common practice in Morocco. According to the ANRT ICT survey 2024-2025 (Morocco's National Telecommunications Regulatory Agency), which covers people aged 5 and over:

24.9% of Moroccans bought online in 2024, up from 15.1% in 2019;
the country had 31.5 million internet users in 2024;
89.8% of online buyers had their purchases delivered to their home;
84.1% paid cash on delivery, and 43.3% paid by bank card.

Card payment is growing too. According to Bank Al-Maghrib's 2025 annual report, e-commerce card payments reached 44.8 million transactions in 2025. Their total value came to MAD 12.1 billion. This total also includes online bill payments and government services.

In short: a Moroccan online shopper gets the parcel delivered at home and most often pays on delivery. Your whole set-up should start from there.

The 9 steps at a glance

Step	The question to settle	Detailed guide
1. Choose what to sell	Which products, at what price?	Define your pricing strategy
2. Choose your channel	Online store, marketplace or social media?	Online store or marketplace
3. Choose your status	Auto-entrepreneur, sole proprietorship or SARL?	Which legal status
4. Get paid	Cash on delivery, card, or both?	Cash on delivery vs online payment
5. Deliver	Who delivers, how fast, and what about returns?	E-commerce delivery in Morocco
6. Present your products	What should a product listing contain?	Create a product listing
7. Get noticed	How do you attract your first buyers?	Increase your products' visibility
8. Make your first sale	How do you process an order without mistakes?	Processing an order
9. Build loyalty	How do you bring customers back?	Understanding your seller score

Step 1 — Choose what to sell and set your prices

Before anything else, answer two questions: what are you selling, and at what price?

Check that the product can be sold. Some products are banned by law or by the platform. See Prohibited products on Wasal.
Work out your cost price: purchase, packaging, selling fees, likely returns.
Set a price that leaves a margin once the commission or your selling costs are deducted. The method is in Define your pricing strategy.
Start with a few products that you know well and can always deliver.

Step 2 — Choose your sales channel

There are three models, and many sellers combine them:

Your own online store: full freedom over your brand, but you have to attract visitors, integrate payment and organise delivery.
A marketplace: the platform brings visitors, payment and delivery, in exchange for a commission and rules to follow.
Social media: you can start immediately, but there is no cart, and orders are hard to track as volume grows.

For a first launch without an audience or an advertising budget, a marketplace is often the simplest starting point. It also has limits: competition on the same page, commission, dependence on one channel. The full comparison is in Online store or marketplace: what to choose in Morocco?.

Step 3 — Choose your legal status

Selling online on a regular basis is a business activity. Three statuses are common:

Auto-entrepreneur: the simplest way to start. According to the DGI's 2026 guide, annual turnover is capped at MAD 500,000 for trading activities. The tax is 0.5% of the turnover collected.
Sole proprietorship: no cap, but registration in the trade register is mandatory and you are liable with your personal assets.
SARL or SARLAU: a company that separates your personal assets from the business, with full accounting.

Some professions are excluded from the auto-entrepreneur status, including import traders. If you import the goods you resell yourself, read the detailed guide before registering.

Caps, formalities, ICE and trade register: everything is in Which legal status to sell online in Morocco?.

Wasal accepts both auto-entrepreneurs and companies. The documents to provide are listed in Registering as a seller on Wasal.

Step 4 — Choose how to get paid

Cash on delivery is still the most used method. It reassures buyers, but it exposes you to parcels refused at the door. Card payment commits the customer more, and it grows every year.

On your own store, you choose the payment methods and integrate them yourself. On Wasal, the buyer chooses the payment method, and the courier collects the cash for cash-on-delivery orders. Wasal then pays your sales by bank transfer twice a month, on the 15th and the 30th, net of commission.

What each method implies, and how to limit refusals, is covered in Cash on delivery vs online payment in Morocco.

Step 5 — Organise delivery

Nearly nine out of ten online buyers have their purchases delivered to their home. The law makes you responsible for the proper performance of the order, even when a carrier delivers it (Article 26 of Law 31-08).

On Wasal, delivery is handled only by the logistics provider, or 3PL, that Wasal assigns to each order. You pack the parcel, mark the order as ready, and the courier collects it from you. An OTP code, which you enter on the order, confirms the handover.

Packaging, lead times and returns: see E-commerce delivery in Morocco: lead times, parcels, returns and Shipping best practices.

Step 6 — Create product listings that sell

Online, the listing replaces the shop assistant. It must answer every question before it is asked.

Real photos, sharp, from several angles. See Taking great product photos.
A clear title: product type, brand, colour, size. See Increase your products' visibility.
An accurate description: dimensions, material, use. The law requires you to state the product's essential characteristics and origin (Article 3 of Law 31-08).
A fair and complete price, all taxes included (Article 5). To calculate it, see Define your pricing strategy.
Well-filled variants: each size and colour with its own stock. See Managing stock and variants.

On Wasal, each listing is reviewed before it goes live. The step-by-step guide is in Create a product listing. With a large catalogue, use the Excel import or a connector.

The information obligations of online sellers are detailed in Legal obligations of online sellers in Morocco.

Step 7 — Get noticed

A store without visitors does not sell. Three levers work together.

Your own networks: share your product links on Facebook, Instagram, TikTok or WhatsApp, with contacts who have agreed to it. See Increase your products' visibility.
Your own offers: bundle, free delivery, buy X get Y. See Create product offers on Wasal.
Platform operations: on Wasal, you can enrol your products in promotional campaigns. Flash sales, on the other hand, are selected by Wasal.

The high points of the year, Ramadan, Eid, Black Friday, are prepared several weeks in advance. See Ramadan, Eid, Black Friday: the e-commerce calendar.

Step 8 — Make your first sale

The first order is a test: any delay or mistake shows immediately. Get ready before it arrives.

01
Be notified immediately. Install the Wasal seller app to receive a notification for every order.
02
Approve the order within the deadline of its delivery mode, after checking your stock.
03
Pack carefully, then click Mark as ready.
04
Hand the parcel to the courier and enter the OTP code they give you.
05
Let tracking update itself: the Processing then Delivered statuses update automatically.

Each status is explained in Processing an order.

Costly mistakes when starting out

Listing a product without real stock. The order will have to be cancelled, and the cancellation counts against your store.
Leaving orders pending. On Wasal, an order not processed on time is cancelled automatically. See Automatic cancellation of unprocessed orders.
Forgetting the commission in your price. Check your margin product by product before publishing.
Neglecting packaging. A product damaged because of insufficient packaging is your responsibility.
Promising what the photo does not show. A gap between the listing and the product received is a direct cause of returns.

On Wasal, an advisor supports you for the 30 days after your store goes live. See Your first 30 days on Wasal: incubation.

Step 9 — Build customer loyalty

A satisfied customer comes back and recommends you. What brings them back comes down to a few things.

Meet your deadlines. On Wasal, your reliability shows in your seller score.
Handle returns well. A return processed quickly and correctly preserves the customer's trust. See Managing returns and refunds.
Answer disputes with evidence. See Handling a customer dispute.
Take care of every parcel. Clean packaging and a compliant product make people want to order again. See Shipping best practices.

To contact your customers again by email or message, you need their prior consent. Law 09-08 prohibits electronic direct marketing without it, except in narrowly defined cases (Article 10). See Legal obligations of online sellers in Morocco.

Frequently asked questions

Can you sell online in Morocco without setting up a company? Yes. The auto-entrepreneur status lets you sell legally without a company, within its caps.

How much does it cost to open a store on Wasal? Registration is free. Wasal earns a commission on your sales, whose rate depends on the product sub-category. See Commissions and fees explained.

Do you have to handle delivery yourself on Wasal? No. You prepare the parcel, and the 3PL assigned by Wasal collects and delivers it. You can also hand over storage and preparation to the Wasal Fulfillment Center.

Get started on Wasal

Is your status ready and are your products chosen? Submit your seller application on Wasal. The registration process is described in Registering as a seller on Wasal.

Selling online in Morocco: the complete guide