Morocco’s retail-tech startup, Chari, has entered into partnership with telecoms giant, Orange Maroc, to boost the digital transformation of Moroccan neighbourhood retailers.
According to the CEO and co-founder of the startup, Ismael Belkhayat, through the partnership, Orange Maroc and Chari will offer Moroccan neighbourhood retailers tailored digital solutions, with Chari leveraging the distribution network of Dislog Group, its exclusive logistics partner.
“This collaboration will enhance retailers’ competitiveness by facilitating payments and accessing new financial services,” he said.
“The partnership will also support financial inclusion offering merchants and their customers innovative and secure payment solutions.
“The vast majority of Moroccan grocery stores already distribute services from the telecom operator Orange. This partnership with Orange will allow Chari to digitise the distribution process of these services by adding them to its eCommerce app.
“This will contribute to better training grocers in using digital tools and promoting their digital inclusion,” Belkhayat said.
Founded in 2020 by Belkhayat and his wife, Sophia, Chari allows traditional proximity store owners in Morocco to order products and have them delivered.
The platform has onboarded over 20,000 food businesses in Morocco, and expanded into Tunisia and Ivory Coast.
In 2023, the startup raised $1 million in funding from Orange Ventures, and has now deepened is relationship with the operator through this partnership with Orange Maroc.