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Cash on delivery in Morocco: a guide for Shopify stores

By the COD Confirmation teamUpdated 2 min read

In Morocco, cash on delivery is the default way most shoppers pay online, so COD stores live or die by their delivery rate. The biggest levers are confirming every order on WhatsApp before shipping, collecting a precise address with a landmark, writing to customers in French or Arabic (Darija for calls), and choosing couriers with good coverage of the cities you sell to.

Key takeaways

  • Most Moroccan online shoppers expect to pay cash on delivery.
  • Refusals usually come from impulse orders, unreachable customers and vague addresses.
  • Confirm every order on WhatsApp in French or Arabic, and call in Darija when needed.
  • Ask for a landmark and a reachable phone number before you ship.

How cash on delivery works in Morocco

For most Moroccan shoppers, paying online means paying the courier in cash at the door. A typical COD order looks like this:

  1. The customer orders from your store, often from an Instagram, Facebook or TikTok ad.
  2. You confirm the order with the customer.
  3. A courier delivers the parcel and collects the amount in dirhams (MAD).
  4. The courier transfers the collected cash back to you, minus its fees.

Steps 2 and 3 decide whether you make money. Every order that’s refused at the door costs shipping out and back, with nothing collected.

Why COD orders get refused in Morocco

  • Impulse orders from ads. A quick COD form makes ordering easy, and changing your mind just as easy.
  • Unreachable customers. Couriers usually call before delivering; if the phone is off or the number is wrong, the parcel comes back.
  • Vague addresses. Many addresses need a neighbourhood and a landmark (“near the mosque”, “in front of the pharmacy”) to be found.
  • Price surprises. The customer didn’t realise the total included delivery, or expected a different amount.
  • Long delivery times. The longer the wait, the more likely the customer buys elsewhere.

Most of these are caught by a simple confirmation before you ship. See how to reduce RTO for the full playbook.

Couriers and delivery

Moroccan COD stores typically choose between:

  • Amana, the express parcel service of Barid Al-Maghrib, with wide national coverage.
  • CTM Messagerie, linked to the CTM coach network.
  • Last-mile COD delivery companies, which specialise in e-commerce: they pick up from your stock, call the customer, collect cash and pay you out.

Coverage, fees and payout times change often, so compare them for the cities you actually sell to (Casablanca, Rabat, Marrakech, Fès, Tanger, Agadir and smaller towns behave differently).

Confirming COD orders in Morocco

WhatsApp is the natural channel: almost every customer already uses it, and a message with the order details is easier to trust than a call from an unknown number. Many stores send a bilingual message:

French + Arabic
Bonjour {{1}} 👋 Merci pour votre commande {{3}}. Montant à payer à la livraison : {{4}} Ville : {{5}} مرحباً {{1}}، شكراً لطلبك. المبلغ عند الاستلام: {{4}}
✅ Confirmer / تأكيد
❌ Annuler / إلغاء

Good practice for Moroccan stores:

  • Send the confirmation immediately after the order, and one reminder a few hours later.
  • Ask for a landmark if the address looks incomplete, and update the order before shipping.
  • Call in Darija for high-value orders that don’t reply, using a short call script.
  • Say the full amount, delivery included, so there are no surprises at the door.

More ready-made messages are in our WhatsApp COD confirmation templates.

Checklist for COD stores in Morocco

  • Confirm every order before it goes to the courier.
  • Require a valid Moroccan mobile number at checkout.
  • Collect city, neighbourhood and a landmark.
  • Ship confirmed orders the same or next day.
  • Track refusals by city, product and ad campaign, and adjust.
  • Tag customers who refused before and review their next order.

Questions merchants ask

Can’t find the answer you’re looking for? Email info@usewhapi.com.

Is cash on delivery popular in Morocco?
Yes. Cash on delivery is the payment method most Moroccan online shoppers expect, especially for orders from social media ads and smaller stores. Offering card payment as well is useful, but removing COD usually costs a Moroccan store a large share of its orders.
Which language should I use to confirm orders in Morocco?
For WhatsApp messages, French or Modern Standard Arabic both work, and many stores send a bilingual message. For follow-up calls, Moroccan Darija is the most natural choice for most customers.
Which couriers do Moroccan COD stores use?
Stores commonly use Amana (the express service of Barid Al-Maghrib), CTM Messagerie and specialised last-mile COD delivery companies that collect cash and transfer it back to the store. Compare coverage, delivery times, return fees and how quickly each one pays out the collected cash.

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