Moroccan retail-tech startup Chari has partnered telecoms firm Orange Maroc to accelerate the digital transformation of Moroccan neighbourhood retailers.
Founded in 2020 by husband and wife team Ismael and Sophia Belkhayat, 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.
A Y Combinator alumnus, and very well-capitalised, Chari raised US$1 million in funding from Orange Ventures last year, and it has now deepened is relationship with the operator through this partnership with Orange Maroc.
Through the partnership, Orange Maroc and Chari will offer Moroccan neighbourhood retailers tailored digital solutions. Chari will leverage the distribution network of Dislog Group, Chari’s exclusive logistics partner. This collaboration will enhance retailers’ competitiveness by facilitating payments and accessing new financial services. The partnership will also support financial inclusion by 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,” said Ismael Belkhayat, CEO and co-founder of Chari.
