Fez – Sustainability is no longer a passing trend — it’s reshaping how Moroccans shop online. According to new data analyzed by Concli.com of the DHL’s 2025 E-Commerce Trends Report, Morocco ranks among the top six countries in the world where consumers care most about sustainability, alongside China, Brazil, and South Africa.
As awareness grows, Moroccans are making more deliberate choices, favoring eco-friendly, reconditioned, or second-hand products that balance both value and responsibility.
Morocco among the most sustainability-aware markets
Concli’s analysis reveals that 83% of Moroccan consumers say sustainability influences their purchasing decisions, putting the country ahead of the global average.
This growing awareness is especially strong among younger generations. Nearly half of Gen Z shoppers (49%) say they’ve abandoned online shopping due to sustainability concerns. Primary concerns are related to excessive packaging, unclear sourcing, or non-eco materials.
Reconditioned and second-hand products gain ground
Cost remains the main driver behind sustainable purchases; 60% of consumers buy refurbished or pre-owned products primarily to save money, but environmental awareness is catching up fast.
More than one in two Moroccan shoppers (52%) now opt for refurbished or second-hand products. Electronics, clothing, and home goods lead the way, reflecting a new kind of consumer who values practicality over novelty.
This positions Morocco as one of the world’s leading markets for second-hand and refurbished purchases, alongside China and the United States.
The generational shift behind conscious shopping
While sustainability resonates across all age groups, it’s especially visible among Gen Z and Millennials, who are driving the change through social influence and digital awareness.
Their behavior mirrors a global pattern where ethical choices meet modern convenience, buying online, comparing eco-labels, and turning to platforms that promote recycling and responsible sourcing.
A shift toward responsible consumerism
As Morocco’s e-commerce landscape matures, sustainability is becoming both a personal value and a purchasing criterion. The appeal of “buying better” rather than “buying more” signals a cultural transformation, one where shopping habits align with environmental responsibility.
According to Concli, this evolution represents a new era of conscious commerce, where Moroccan consumers aren’t just following global trends, but helping set the pace for a greener digital economy.
