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In this page: Market Access Procedures | Distributing a Product

 

Market Access Procedures

 

Customs Procedures

Import Procedures
For free imports, the importer must sign a commitment for imports on form " Commitment for Import, Import license, Preliminary Import Declaration ". The Commitment for Import must be drawn up in 5 specimens and accompanied by a proforma invoice in 5 copies specifying:
- the unit price expressed in ex-works value, FOB, FAS;
- quantity expressed in units of appropriate measures;
- trade description of the goods.

The importer must present it for domiciliation to a selected approved bank. After domiciliation, the bank gives the importer its copy and two copies, in a closed envelop, intended for the customs office. The Commitment for Import is valid for 6 months as from the date of its domiciliation and facilitates passing through customs and the financial settlement of the goods.

Finally, an application for exemption from customs duties is necessary for free imports allowed as duty-free within the framework of the tariff and commercial Agreements and Accords concluded between Morocco and certain countries, products belonging to tariff quotas envisaged by the Association and Free trade Agreements concluded between Morocco and the European Community and Morocco and the States of the European Free Trade Association (EFTA), and products belonging to tariff quotas envisaged by the Multilateral Agreements.

Application for exemption from customs duties is to be made in 4 copies on a form called " Customs Exemption Application " and accompanied by a pro forma invoice in 3 copies, specifying:
- the unit price expressed in ex-works value, FOB, FAS;
- quantity expressed in units of appropriate measures;
- trade description of the goods.
Application for exemption from customs duties is deposited with the Ministry of Foreign Trade; it is delivered by this department after consultation with the concerned Ministry. The decision to grant or refuse exemption from customs duties is notified to the concerned party by the Ministry of Foreign Trade. Exemption from customs duties is valid for a maximum of 6 months as from the date of the stamp of the Ministry for Foreign Trade.

Import of goods is further subject to the invoice, the import title and, if necessary other documents required according to the nature of the products, on presentation at the customs office within 60 days as from the deposit of the summary declaration, a detailed declaration on a form called "Unique Declaration of Merchandise" (D.U.M).

In the case of imports you can make an advance payment up to 40% of the transaction. The advance payment is authorized for certain products to the limit of the value of DH 200,000 (see Circular 1718 of 1st August, 2007). For more information on the framework of the exchange transactions regulation, consult the Moroccan Changes Office's website .

Specific Import Procedures
For goods subject to Import License, the importer must also submit the form quoted above in 6 specimens. The Import License must be deposited, against receipt, with the Ministry of Foreign Trade; it is delivered by this department, after consultation with the concerned ministry. The Import License is valid for 6 months to the maximum.
Moreover, certain goods are subject to a Preliminary Import Declaration: those likely to cause a serious damage to indigenous production. In particular cases of massive imports, imports of product subsidized by exporting countries or products suspected of dumping. Here too, the importer must submit 6 copies of the form quoted above. The "Preliminary Import Declaration" must be deposited with the Ministry of Foreign Trade and informed by the department within 10 days maximum. The Preliminary Import Declaration runs for a period of 9 months renewable once.
Importing Samples
Samples can enter without custom duties, subject to a deposit, if they are re-exported within 12 months
 

To go further, check out our service Import controls and Export controls .

 
 

Customs Duties and Taxes on Imports

Average Customs Duty (Excluding Agricultural Products)
In 2007, the simple average of the tariff range was 23% (42% for agricultural produce) and weighted average 9.3% according to the World Bank .
You can have access to the Moroccan customs tariff.
Products Having a Higher Customs Tariff
50% as a rule, but exceptional tariffs exist going up to 300%.
Preferential Rates
There are 3 preferential customs duty within the framework of the investment Plan (0, 2, 5 and 10%).
Morocco has signed some bilateral or multilateral agreements (e.g.: UMA , EU, EFTA , Islamic Countries ) which entitles reduction of rates or which recommend reductions over several years. www.efta.int/
The Association Agreement between the European Union and Morocco effective on March 1, 2000 resulting in a non weighted average customs duty of 17.87% from March 1, 2004 which will decrease up to 0.05% in 2012, thus leading to a free trade zone.
Customs Classification
Morocco applies the Harmonised Customs System. 
Method of Calculation of Duties
Ad valorem on the CIF value of the goods.
Method of Payment of Customs Duties
Import commitments must be domiciled with a bank.
Recently, the Moroccan customs have set up a system of online secure payment via BMCE Bank subject to the purchase of an EDI license.
Import Taxes (Excluding Consumer Taxes)
There are two other principal taxes on entry to Moroccan territory:
- Special import tax: 0.25% on imports.
- Domestic consumption taxes (TIC)
 

List of tariffs and local taxes that apply to your product on our service Customs duties and local taxes .

 

Labeling and Packaging Rules

Packaging
The Moroccan Institute of Packaging and Conditioning (IMEC) is competent as regards standards of packaging and conditioning. The Ministries of Agriculture and Health control farm products and products meant for human consumption.
Languages Permitted on Packaging and Labeling
French
Unit of Measurement
Metric system
Mark of Origin "Made In"
Obligatory
Labeling Requirements
Name of the product, name and address of the manufacturer, country of origin, weight
Specific Regulations
For foodstuffs, date of manufacture and expiry date of consumption.
For drugs, additionally composition should be mentioned.

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Distributing a Product

 

Distribution Network

Types of Outlet

Family run small shops
Mainly food products
Local supermarkets

Acima, Hanouty , Label'Vie
Hypermarkets
Diversified
Aswak Assalam , Marjane
Furniture, household electrical appliances, do-it-yourself, clothes
Mr. Bricolage , Bricorama
Kitea
Tangerois
Zara
 

Evolution of the Retail Sector

Growth and Regulation
The distribution market in Morocco has developed since the Nineties rapidly. It accounts for 13% of the GDP.
The share of the small traditional brands nevertheless dominates the market. General and special interest mass distribution have developed only recently. Special interest mass distribution seems to have an important potential.
Market Shares
Retail distribution, normally independent and specialized are very heterogeneous structures predominated by small family run shops.
Supermarkets and hypermarkets have recently developed in the cities of Casablanca, Rabat and Marrakech and in some other big cities, and they represent currently about 10% of the sales.
These groups market primarily local products (70 to 80% of the products). Morocco has approximately 200 stores with area larger than 300 m² and 17 hypermarkets.
Specialised mass distribution has developed one after another: The furniture and household electric appliances sector followed by the do-it-yourself sector which is currently experiencing a strong growth.
Organizations in the Retail Sector
Federation of Commerce and Services Federation of the Moroccan chambers of commerce, industry and services.
 

Commercial Intermediaries

Trading Companies
 
  • Type of Organization
Generally import-export companies specialized in a product range.
Occasionally, they have distribution activities.
  • Main Actors
importers.com

Casma

Wholesalers
 
  • Type of Organization
The sector is very spread out.
Wholesalers are generally small companies specialized in a type of product. They are generally local food-processing or craft industry (co-operatives) products.
Wholesalers are found in the industrial sector, and are generally related to the producing conglomerate (ONA, etc).
  • Main Actors
Metro Cash & Carry
Useful Resources
B2B Connection

"> Morocco directory
 

Using a Commercial Agent

The Advantages
Having a sales representative facilitates penetrating the market rapidly (he is already well established) and less expensive (no fixed charges).
Where to Be Vigilant
Loss of autonomy in commercial management and marketing.
The company is completely dependent on the motivation and competence on the agent.
Elements of Motivation
Exclusive rights, a fixed term contract, a minimal sale objective.
Besides, follow-up and in particular field visits are very important.
The Average Amount of Commission
From 5 to 10% of sales or 50% of the gross margin. Variable according to the sectors.
Breach of Contract
A written contract is highly recommended.
The duration of the collaboration, the amount of remuneration must be fixed and a non-competition clause must be specified at least during the collaboration.
Finding a Commercial Agent
Agents & Co
Marocfree
Laniac

Learn more about Traders, Agents in Morocco on Globaltrade.net, the Directory for International Trade Service Providers.

 

Setting Up a Commercial Unit

The Advantages
Facilitates having an observation and research base, entering into commercial contacts and advertising its company.
Where to Be Vigilant
Relatively expensive. If one does not know the market, it would be better to be introduced.
Different Possible Forms of Settlement
 
  • A Representative Office
A representative office may be necessary to obtain market or any other data and provide promotional support. However, a contact office not being able to involve in commercial transactions or income generation, cannot directly manage orders and print invoices.
  • A Branch Office
A branch or a subsidiary company can take and run orders and run a marketing or advertizing program, recruit sales forces and carry out promotional activities.
The branch does not have legal entity, the procedures of creation are thus simple and short. On the other hand, the parent company is responsible for all debts and obligations of the branch.
  • A Company
It offers a commercial credibility to your prospectives and  suppliers, a better guarantee of protection of the registered brand, of obtaining credit and market penetration.
 

Franchising

Evolution of the Sector
The Franchise sector is in full rise in Morocco and occupies an increasingly important place within the commercial landscape. Currently there are 310 brands, 900 franchisees and 1914 sales outlets in the country. Clothing accounts for 28% of the franchise brands and France is the country of origin of more than 50% of the network.
The system is entirely contractual (no regulation), it is governed by rules of common law.
Franchise observatory offers information on the franchise sector and its evolution, as well as business opportunities.
Some Big Franchises
Alfa , real estate
Kitea , furniture
Physiomins , body care
Mon Salon , furniture
Pigier , educational programs
For Further Information
Ministry of Industry, Commerce and New Technologies , Department of Commerce and distribution
 
 
 

Distance Selling

Most Popular Forms of Direct Marketing
Direct selling is mostly done through teleshopping and catalogs, but multilevel marketing is developing.
Type of Products
Cosmetic products, electronic devices, etc.
Evolution of the Sector
Distance selling exists in Morocco, but it is very marginal. No official figures exist.
Biggest brand names of in-home shopping, Otto Versand, KarstadtQuelle, Redcats, Penney, etc are not established on the Moroccan market. Indeed, to surmount the logistic difficulties (costs and delivery periods), considerable investments would be necessary, more so as Moroccan postal service is not very reliable.
E-commerce could really succeed because of the genuine willingness to develop it.
Direct Marketing Enterprises
Morocco Telemarketing
 

Big Names in Distance Selling

Oriflame Multi-level marketing Cosmetic products
Avon Multi-level marketingM Beauty products
Microchoix E-commerce Electronic devices
Laetistyle E-commerce Industrial design
Morocco Sale E-commerce Electronic devices

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Learn more about Sales in Morocco on Globaltrade.net, the Directory for International Trade Service Providers.

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Last Updates: May 2013

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