Moroccan retail-tech startup Chari, known for revolutionizing how small, traditional retailers operate, has teamed up with telecom giant Orange Maroc in an effort to digitize neighborhood grocery stores across the North African country. This partnership is aimed at accelerating digital adoption among local retailers, as well as equipping them with modern tools to manage orders, payments, and customer service efficiently.
Founded in 2020 by Ismael and Sophia Belkhayat, Chari has empowered over 20,000 Moroccan food businesses by providing a platform where local retailers can order stock with ease and have it delivered directly. Following significant expansion into Tunisia and Ivory Coast, the startup is well-funded, having secured a $1 million investment from Orange Ventures in 2023. This latest collaboration with Orange Maroc is expected to deepen the relationship between both companies, on the basis of their shared commitment to transforming the digital space in Morocco.
Through this partnership, Chari will tap into the extensive distribution network provided by Dislog Group, Chari’s exclusive logistics partner, to offer an array of digital solutions tailored specifically for small retailers. These include improved payment options and access to innovative financial services, aimed at boosting retailers’ operational efficiency and supporting financial inclusion.
“The vast majority of Moroccan grocery stores already distribute services from the telecom operator Orange,” says Ismael Belkhayat, Chari’s CEO and co-founder. “This partnership with Orange allows us to digitize the distribution of these services through our eCommerce app, supporting the digital training of grocers and their inclusion in the digital economy.”
With Chari’s expertise in retail tech and Orange Maroc’s reach and experience in telecom services, this partnership is expected to drive significant growth in digital adoption among Moroccan retailers, potentially setting a benchmark for similar collaborations in North Africa and beyond.
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