🇲🇦MoroccoNorth Africa
Online shopping in Morocco: a shift towards faster, more impulsive consumer habits
via Le Matin9 min read
Online shopping has transformed consumer habits in Morocco, with 24.9% of Moroccans making online purchases in 2024, up from 15.1% in 2019. This growth has led to 38.5 million transactions totaling approximately 11 billion dirhams, according to Bank Al-Maghrib and the Interbank Monetary Center. This shift is driven by the convenience of digital platforms and the influence of social media, where recommendations from content creators can trigger immediate purchases. Sociologist Hamid Wajdi notes that this evolution represents a move from reflective consumption to immediate consumption, often influenced by social pressure and the desire for group identification. Digital Marketing Manager Mbarek Yahdih highlights that Moroccan consumers, once wary of online payments, now expect rapid delivery and frequently shop from their smartphones, with over 75% of online orders originating from mobile devices. Trust in online payments has grown, supported by solutions like CMI and Payzone, as well as cash-on-delivery options. Impulsive purchases are often the result of strategic marketing tactics, including notifications, flash promotions, and pop-ups that exploit psychological biases like the Fear of Missing Out FOMO. Retargeting also plays a significant role, with users who view a product and then receive a discount notification being more likely to convert. The goal is to reduce reflection time, with a smooth purchasing process being a key commercial tool. However, the omnipresence of dig
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Must ReadFollowing an attack near Es-Smara prison, the United States Mission to the United Nations released a statement on May 6, denouncing the violence and asserting that the status quo cannot continue. France, through its UN representation, reiterated on May 7 that the autonomy initiative under Moroccan sovereignty is the only basis for a just and lasting peace, urging the Polisario to respect the ceasefire and UN resolutions. On May 8, during the 70th anniversary of diplomatic relations, Japan explicitly endorsed the concept of "autonomy under Moroccan sovereignty" in a joint communiqué signed by Nasser Bourita and his Japanese counterpart, Toshimitsu Motegi. Japan also committed to diplomatic and economic action based on Security Council Resolution 2797 and called for all parties to participate in discussions without preconditions, aligning with the Moroccan plan. This follows Japan's previous stance at the 9th Tokyo International Conference on African Development, where it clarified that the presence of an unrecognized entity would not affect its position. This shift is part of a broader trend, including Mali's withdrawal of recognition for the SADR on April 10, with its Minister Abdoulaye Diop calling the Moroccan plan the only serious and credible basis for resolution. Bolivia had also suspended its recognition of the SADR weeks prior. Switzerland, the European Union, Canada, and Zambia have also adopted positions supporting the autonomy plan, citing the same UN resolution. Th
Morocco and Japan recently commemorated 70 years of diplomatic relations, reaffirming the strong bilateral ties between His Majesty King Mohammed VI and His Imperial Highness Emperor Naruhito. This milestone underscores a shared ambition to establish Rabat-Tokyo as a pillar of stability and growth, addressing global challenges with agility and solidarity. The two nations' ministers signed a joint communiqué, serving as an operational roadmap for the "Cooperation Memorandum for a Strengthened Partnership" signed in Tokyo in 2024. This communiqué institutionalizes strategic dialogue through regular political consultations to enhance coordination between their ministries. Both ministers expressed a firm determination to intensify high-level exchanges and promote cooperation across various sectors via the Morocco-Japan Joint Committee. This qualitative leap in relations structures bilateral priorities around robust, diversified, and multidimensional cooperation. Special attention will be given to cultural cooperation and people-to-people exchanges. In development cooperation, opportunities for triangular collaboration between Morocco, Japan, and partner African countries were explored, with a commitment to sustained high-level visits for follow-up. To celebrate this jubilee and in anticipation of the 2026 World Cup, in which both countries will participate, the ministers symbolically exchanged national football team jerseys, each bearing the number 70. Japan's minister congratula
Must ReadThe European Union's Ambassador to Morocco, Dimiter Tzantchev, stated on Friday that "it is not time to escalate, but to negotiate," referencing UN Security Council Resolution 2797. He emphasized that Morocco's autonomy plan should form the basis for achieving "a just, lasting and mutually acceptable solution" to the Western Sahara dispute. This statement follows several international condemnations of attacks targeting Smara and calls to preserve diplomatic efforts under the United Nations.
Ghizlaine Chraibi, an author, psychotherapist, and painter, presented her book "Toujours Hot!" at the International Publishing and Book Fair 2026, during an event organized by the "Book Club Le Matin." Her graphic novel aims to dismantle clichés surrounding menopause, portraying it not as an end but as a new beginning. The book, published by Onze editions, uses a narrative of two women sharing experiences, wounds, and desires to explore deeper themes beyond hormonal changes, such as self-esteem, societal perceptions of women, and social pressures shaping female lives. Chraibi emphasized her goal to "normalize" this life stage, which she notes is often experienced in silence, unlike other life events like baby blues or divorce. She critiques a society that links a woman's value to her reproductive capacity, suggesting menopause can be a time for self-reappropriation and redefining priorities. The author also discussed the position of women in Arab-Muslim societies, body image, seduction, and external judgment. She believes true freedom comes from within, stating, "Free is not making a revolution against others. Free is starting by working on oneself." "Toujours Hot!" advocates for self-reconciliation, encouraging women to overcome self-censorship, embrace transformations, and view each life stage as an opportunity for renewal. Chraibi summarized her work by saying, "The book talks about menopause, but that's just a pretext. It's mainly about the desire to live again, to love a