IKEA Morocco has launched a new mobile app as it steps up its push into digital retail in the country. The aim is to make it easier for customers to move between browsing online and shopping in-store.
The app lets users across Morocco view IKEA’s full product range, explore home design ideas, and check product details such as specifications and materials. It also shows real-time stock availability, so customers can see what is in store before visiting.
A key feature is account synchronisation. Customers can save products on the website and then access the same list on the mobile app using one account, keeping the shopping journey consistent across devices.
The app also supports in-store shopping. Customers can scan product codes in IKEA branches to see more information on their phones or add items directly to a virtual basket.
Mersad El Aji, speaking for IKEA Morocco, said the launch marks an important step in the company’s digital plans. He added that future updates will include order tracking, stock alerts and customer reviews. The company also said the platform has been built with strong data security and privacy protections.
IKEA Morocco is part of IKEA and has operated in the country since 2016, when it opened its first store in Zenata.
Shifting retail habits in Morocco
The Moroccan operation is run through SYH Morocco Group, under the wider Al-Futtaim Group partnership structure. The set-up combines global retail systems with local market knowledge.
Since its arrival, IKEA has expanded in a country that is often seen as a stable base for international brands in North Africa.
The launch of the app reflects wider changes in how people shop in Morocco. Internet use and smartphone ownership have grown quickly in recent years, and more consumers are now comfortable buying or researching products online as well as in stores.
Across the world, IKEA has been investing in digital tools, including augmented reality features in some markets that let users see how furniture would look in their homes. The Morocco app currently focuses on practical shopping features, but could evolve in the same direction over time.
Competition in Morocco’s furniture and homeware market is also increasing, with both international and local brands improving their online services.
At the same time, the growth of digital payments in Morocco has helped support online shopping. As more consumers use cards and digital wallets, retailers are expected to continue expanding their digital offerings.
