Morgan Stanley (NYSE:MS) may think Groupon has proven daily deals are here to stay, but skeptics are on high alert.

The brokerage, which underwrote Groupon's (NASDAQ:GRPN) $12 billion initial public offering last year and upgraded the daily deals site to overweight on an $18 price target on Monday, said the site is on track to continue holding its leadership position for some time.

A majority of analysts seem to agree, as 11 currently have a "buy" or "strong buy" rating on Groupon, while the number of analysts encouraging clients to sell has narrowed to one, according to a Thomson Reuters poll of 23 analysts.

The upbeat forecast comes a month after the Chicago company reported an 89% leap in first-quarter sales and a stronger-than-expected profit. It also boasted a take rate, or merchant commission, of 41%, meaning it expanded profit from each deal sold by 10% over the last two quarters.