Morocco’s plant-based handicrafts sector is experiencing strong international growth, blending artisanal heritage with contemporary appeal, according to a new report by the Maison de l’Artisan.
The sector registered exports worth MAD 101.8 million in 2024, accounting for approximately 9% of total handicraft exports, according to data from the National Observatory of Handicrafts.
The report highlights an average annual growth rate of 6.9% between 2019 and 2024, underscoring the sector’s increasing role in Morocco’s artisanal economy.
Spain emerged as the top export destination, absorbing 33% of the total, followed by France (19.5%) and the United States (13.6%), with notable demand also recorded in Germany, the UK, Italy, and Japan.
Digitally, the sector is expanding rapidly. Between May 2024 and January 2025, over 41,000 online mentions of Moroccan plant-based crafts were tracked, more than 3,100 of which were directly product-related, according to monitoring platform Digimind.
Instagram was the leading platform, generating 56% of mentions, reaching a digital audience exceeding 11 million.
Customer satisfaction is high. An analysis of 900 verified purchases across major global platforms such as Etsy, Amazon Handmade, and Bohemia Design found an average rating of 4.6 out of 5, with a 91% satisfaction rate.
Design, craftsmanship, and customer service ranked as top satisfaction drivers. Handwoven Moroccan straw bags stood out as a top-performing product blending authenticity with artistic flair.
Roughly 80% of online listings in this category originate from Moroccan sellers, primarily based in the Marrakech-Safi region—reinforcing the country’s positioning as a global reference in this niche.
The report also pointed to key international events, including festivals in France, Spain, and Germany, as strategic platforms for artisans to showcase products and expand export opportunities.
Plant-based crafts, the report concludes, are a rising pillar in Morocco’s export-oriented artisanal ecosystem, valued for their authenticity, sustainability, and growing digital presence.
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