We will look at popular theories that support the claim that consumers prefer mobile shopping over traditional forms of advertising because it's more convenient and can simplify the process of making purchases, requiring less time and effort overall. Moroccan customers are drawn to mobile shopping due to a number of factors, including media and social impact, as well as user-generated content like product reviews, ratings, and suggestions. All in all, we will study two more variables: the impact of technology, which has made it simple for retailers to offer exclusive programs and for customers to browse and buy without exertion; and the variations in demographic attributes like age, gender, income, employment, and education, and the degree to which these attributes influence consumer attitudes and behavioral intentions toward the adoption of mobile shopping.