E-commerce strategy
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An online shop is not a strategy. The strategy says what you sell, to whom, at what price, through which channels, and how you measure that it is profitable. Without it, every action (advertising, content, a new category) stays isolated and hard to evaluate. ## Start from the margin Before any decision, calculate the real margin per order: selling price minus purchase cost, delivery, returns, payment fees and advertising. A shop that converts well but loses money on each sale only makes the problem bigger. ## Choose few channels, and choose well Better to succeed on one channel (for example Instagram advertising plus WhatsApp) before adding SEO or a marketplace. Multiplying channels disperses the budget. ## Measure and adjust A 90-day plan with a monthly review makes it possible to stop actions that produce nothing and reinforce the ones that work.When this guide is for you
- You are launching a shop and need to choose the offer, channels and budget before investing
- Your shop makes sales but you do not know whether they are profitable after advertising and logistics
- You want to expand (new categories, markets, marketplaces) without losing your margin
- Your sales rely on a single channel or a single product and you want to reduce risk
- You need to present a plan to a partner, bank or investor
Step by step
- Diagnosis of the situation — Analyse sales by product, channel and customer, the real costs (purchase, delivery, returns, advertising) and competitive positioning. Establish the real margin per order.
- Offer and positioning choices — Decide the target category, price, promise and loss leader. A clear offer converts better than a broad catalogue with no identity.
- Channel plan — Split the budget between acquisition (SEO, advertising, social media, marketplaces) and retention (email, WhatsApp, loyalty), with objectives per channel.
- Management by indicators — Define the key indicators: conversion rate, average basket, acquisition cost, margin per order, return rate and lifetime customer value.
- 90-day plan and review — Set quarterly objectives, weekly actions and a monthly review to adjust the budget and stop what is not working.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Full e-commerce strategy | 15,000 – 80,000 MAD (≈ 1,400 – 7,300 €) | Diagnosis, positioning, channel plan and indicators |
| Profitability audit of an existing shop | 8,000 – 30,000 MAD (≈ 730 – 2,700 €) | Real margin, acquisition cost and leaks |
| Monthly support | 10,000 – 40,000 MAD / month (≈ 900 – 3,600 €) | Steering, advertising, content and optimisation |
| Market and competitor study | 8,000 – 35,000 MAD (≈ 730 – 3,200 €) | Demand, prices and competitor positioning |
| Launch marketing plan (90 days) | 10,000 – 40,000 MAD (≈ 900 – 3,600 €) | Calendar, content, advertising and objectives |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Confusing turnover and margin: a shop can grow by selling at a loss
- Spreading efforts across too many channels instead of mastering one or two before adding more
- Copying competitors without understanding their customers, prices or logistics
- Choosing the product before validating demand and competition
- Not measuring long-term customer value: subscriptions and repeat customers are often more profitable than the first sale
Frequently asked questions
Which platform to choose to launch a shop in Morocco?
Shopify to move fast and manage online payments, WooCommerce to keep ownership of the site and control costs. The choice depends mainly on the team, the catalogue and the advertising budget.
What marketing budget for a shop?
For a new shop, allow at least the equivalent of 15 to 30 % of the target revenue for acquisition. Too small a budget prevents testing and learning.
How do you improve profitability?
By working on gross margin (purchase and delivery), conversion rate, average basket and retention. Acquisition cost is often the biggest leak.
When should you open a website after selling on Instagram?
When the activity becomes regular and you want a catalogue, payments and SEO. Many businesses start on Instagram and open a site when volume justifies it.
Which indicators to track at minimum?
Conversion rate, average basket, acquisition cost, margin per order, return rate and revenue per customer over 12 months. Six indicators are enough to steer most shops.
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