Investment Opportunities

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Presentation of the sector

Retail contributes to 11% of GDP and employs about 1.2 million people or 12.8% of the labor force in Morocco. Retail has experienced over the past decade, the emergence of new patterns of trade and especially franchise networks and retail.

The Department of Trade and Industry has developed the Vision 2020 Rawaj plan for sector development and trade distribution. Rawaj plan revolves around four main axes:

  • The large and medium distribution
  • The independent commerce
  • Trade Network and the franchise
  • Public spaces merchants under the responsibility of municipalities (wholesale markets, slaughterhouses and fish markets).

Value proposition

  • Make Morocco a platform par excellence for shopping with an offer that meets the needs of all consumers
  • Modernize the local shops (labeling, central purchasing, networking traders ...)
  • Contribute to the emergence of national champions (assistance and support of national operators in the creation and development of commercial networks)
  • Implementation of 600 supermarkets and hypermarkets in 2020, with more than 50 hypermarkets generating nearly 80,000 jobs
  • Creation of 15 malls that can accommodate almost 3000 franchise stores and modern trade and generating nearly 21,000 jobs
  • Creation of 15 outlets, discount stores and factory outlets generating 5,000 jobs
  • Increase the current GDP of trade to 98 billion MAD
  • Bring the contribution of trade to GDP at 12.5%
  • Increase sector growth to 8% annually


In order to encourage merchants to join the modernization plan, program Rawaj VISION 2020 provides for the establishment of a dedicated funding mechanism, including the creation of a development fund for commerce. The fund will finance and support projects initiated by local communities in order to organize the commercial spaces and develop sites for the settlement of itinerant traders. The endowment fund is 200 million MAD per year over the period 2009 to 2012.

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