Shopkeepers across Morocco are struggling as sales dry up and customers slow their spending. Business owners describe the situation as “commercial stagnation,” with empty stores, unpredictable sales, and shoppers cutting back like never before.
Reda Maarouf, a clothing seller in Berrechid, says the slowdown began right after Ramadan.
“I’ve been in this business for about seven years. This year has been slow, starting right after Ramadan. People can’t buy as easily because of rising fuel prices and inflation,” he explains.
Maarouf acknowledged that sales have dropped significantly compared to last year, and that some merchants are even thinking about selling their equipment or stopping their activity completely.
“For me, I’m still working. I manage my shop with small profit margins. We try to sell the products and keep things moving,” Maarouf said. He notes that younger customers increasingly turn to fast-fashion online platforms for lower prices and a wider variety of products.
“I see a lot of people online saying they prefer this or that platform because the prices are lower and there’s more variety. But if the price is low, usually the quality is lower too. We try to bring the best products on the market and sell them at reasonable prices,” Maarouf added.
But this stagnation is not felt the same everywhere. In Casablanca, for example, Abdellilah Nejjari, an eyewear retailer, points out that the slowdown is uneven across neighborhoods.
“There is stagnation, yes. Everyone complains about it. You can see it in videos online. Some places feel it more than others. Here, thankfully, we’re still okay. This area is like the heart of Casablanca, so it’s a little better. But in other areas, like the Qaisariyas in Hay Mohammadi, Sbata, or Hay Moulay Rachid, there’s serious stagnation. One of my friends, who is also a merchant, hadn’t sold anything all week,” he says.
Nejjari links the slowdown to rising prices, which have pushed people to focus only on necessities.
“People are no longer buying luxuries or things they don’t need. Before, seasonal periods like summer or holidays used to be busy. Sellers would try to make up for what they lost during the year,” he explained.
He added that the seasonal boost in sales, which used to occur during holidays, does not happen as much anymore.
“In the past, the diaspora would come and contribute to business, but now many of them no longer enter the shops. Even when they do, they spend very little and leave cautiously,” Nejjari added.
Online commentators say that rising prices and shrinking budgets have forced Moroccans to prioritize essentials over clothing or accessories.
Others point to the lack of variety in local shops, with repetitive inventory and similar styles appearing across multiple stores.
“You go from shop to shop and see the same products everywhere,” one TikTok user wrote.
Global e-commerce platforms are also changing consumer behavior. Fast-fashion sites offer lower prices, constant new arrivals, and more variety than many local stores.
Commentators say these platforms have reshaped expectations, particularly among younger shoppers who now demand both affordability and choice.
Said Farah, secretary general of the Association of Merchants and Importers of Derb Omar, explained that “there are periods, like between Eid al-Fitr and Eid al-Adha, when there is a slowdown because people are recovering from Ramadan expenses and preparing for the big holiday.”
Farah said that this year is exceptional due to global issues, including tensions between Iran and the United States, particularly near the Strait of Hormuz. He explained that shipments from the Emirates have been delayed and that rising prices are also contributing to the slowdown.
Farah added that, in response to the slowdown, merchants are adapting by using digital platforms. Some have their own websites, others join larger marketplaces, and many take orders through WhatsApp.
“Even when shops appear quiet, business continues online, reaching clients in cities like Fez or Agadir, with some merchants running specialized online stores for shoes, cosmetics, and other goods,” Farah said.
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