Agadir might be a modern beach resort, but it remains one of the best places in Morocco to buy authentic local products. The surrounding Souss region is the agricultural heartland of the country, meaning spices, oils, and honey are often cheaper and fresher here than in Marrakech.
Whether you are looking for a cheap fridge magnet or a hand-woven Berber rug, here is what you need to know about shopping in Agadir.
Souk El Had: The center of everything
You cannot talk about shopping in Agadir without mentioning Souk El Had. It is the largest enclosed market in Africa, with over 6,000 stalls.
Unlike the confusing maze of the Marrakech medina, Souk El Had is organized into specific zones (spices, clothing, furniture, fresh produce) and has wide, covered walkways. It is open every day except Monday. If you only have time to shop in one place, make it here.
What to buy in Agadir
While you can find standard Moroccan souvenirs (leather poufs, colorful ceramics, and silver teapots), Agadir is famous for a few regional specialties:
- Argan Oil: Agadir is the capital of Argan oil. You can buy both cosmetic oil (for hair and skin) and culinary oil (roasted, for eating). Buy from certified cooperatives rather than random stalls in the souk to ensure purity.
- Amlou: Sometimes called "Moroccan Nutella," this is a sweet, rich paste made of crushed almonds, Argan oil, and honey. It is completely addictive.
- Saffron & Spices: Taliouine, the saffron capital of Africa, is just east of Agadir. You can buy high-quality saffron, cumin, and the famous Ras el Hanout spice blend very cheaply in the souk.
- Silver Jewelry: The nearby city of Tiznit is Morocco’s silver capital. Many shops in Agadir sell beautiful, heavy Berber silver bracelets and necklaces sourced directly from Tiznit artisans.
Fixed price vs. Bargaining
Shopping in Morocco involves two distinct experiences: fixed prices and bargaining.
In the Marina and the modern shops in the Talborjt neighborhood, prices are fixed. You look at the price tag and pay that amount. The same applies to women's Argan cooperatives.
In Souk El Had or the new Agadir Medina, bargaining is expected. As a general rule for non-food items (like leather bags, rugs, or lamps), the vendor’s initial price will be double or triple what they actually expect you to pay. Smile, be polite, offer half of their starting price, and negotiate from there. If the price is still too high, politely walk away—they will often call you back with a better offer.
Supermarkets and Malls
If you want a break from the souk, Agadir has modern shopping options. There is a large Carrefour and a Marjane hypermarket. These are actually excellent places to buy culinary Argan oil, spices, and Moroccan tea at guaranteed local prices without having to haggle.
For international clothing brands (Zara, LC Waikiki, Decathlon), head to the Agadir City Center mall or the shops lining the Marina.