Recent years have witnessed significant growth in E-commerce in Morocco, leading to the emergence of new consumer behaviors. However, there remains a significant shortage of understanding regarding how consumers perceive this rising sales channel, particularly regarding user perception and online behavior. This knowledge gap is particularly pronounced in a developing nation like Morocco, where the dynamics of E-commerce adoption may differ from those in more established markets. To address this gap, we conducted a study to explore the influence of user experience (UX) perception on e-customer loyalty in Morocco. Adhering to the theoretical framework proposed by Malke and Thüring, we investigated the determinants of UX perception among Moroccan consumers. Our findings revealed the importance of the ease of navigation; which is a usability factor; for Moroccan online consumers. Moreover, this factor plays a pivotal role in shaping their perceptions and, in turn, significantly influences their evaluation of service quality and the establishment of loyalty toward E-commerce websites. This study underscores the importance of understanding user perceptions to improve E-commerce position in Morocco. By designating the main factor that drives UX perception among Moroccan consumers, our research offers valuable insights for E-commerce practitioners seeking to enhance customer satisfaction and loyalty in this growing market. Furthermore, our findings contribute to the broader scholarly discourse on UX, consumer behavior, and E-commerce adoption, offering specific insights into the unique dynamics of emerging markets like Morocco.