Moroccan Appetite for Delivery Apps Soars: Glovo Reports 40% Summer Surge

The summer of 2024 saw a significant shift in consumer behavior across Morocco, with food delivery app Glovo experiencing a remarkable 40% increase in orders during June, July, and August. This surge highlights the growing preference for home delivery services in the North African nation, driven by a combination of soaring temperatures and an influx of seasonal travelers to coastal regions.

Coastal cities emerged as hotspots for Glovo's services, with M'diq leading the charge. The popular seaside destination witnessed an astounding 715% growth in orders compared to previous months. Other coastal towns like Nador and Essaouira also saw substantial increases of 157% and 92%, respectively. This growth was fueled not only by local residents but also by Moroccans living abroad and tourists flocking to these areas for their summer vacations.

The seasonal spike in orders reflected evolving consumer preferences, with light meals, bottled water, and sun protection products among the most frequently requested items. Glovo's "Recharge Express" service, allowing users to quickly top up their mobile devices, also gained significant traction during the summer months.

Since establishing its presence in Morocco nearly six years ago, Glovo has steadily expanded its footprint across the country. Today, the platform operates in 38 cities, covering nearly 80% of Morocco's urban population. With over 6,500 restaurant and retail partners, Glovo has become an integral part of the local business ecosystem, helping these establishments increase their revenues.

The platform's impact extends beyond consumers and businesses, providing flexible income opportunities for more than 4,500 couriers who can set their own working hours. Adnane Lachheb, Glovo's Group Director of Public Affairs in Morocco, emphasized that the company's strategic focus remains on rapid expansion and deepening its market penetration across the Kingdom.

As home delivery becomes increasingly ingrained in the lifestyle of Moroccans, Glovo is positioning itself as a key player in this evolving market. With an estimated one in seven Moroccans having downloaded or used the Glovo app, the platform's influence on everyday life in Morocco continues to grow, catering to the rising demand for convenience in an increasingly digital world.

The success of Glovo in Morocco reflects a broader trend of digital transformation and changing consumer habits in the country. As more Moroccans embrace technology-driven solutions for their daily needs, the future of on-demand delivery services in the region looks promising, paving the way for further innovation and economic growth in the digital sector.