In a bold move to transform Morocco’s retail sector, Chari, a leading Moroccan B2B e-commerce startup, has partnered with telecommunications giant Orange Morocco. This strategic collaboration aims to empower Morocco’s vast network of local retailers, particularly cash-based businesses, by providing them with digital solutions to boost efficiency and resilience in the marketplace.
Small shop owners in Morocco can now access digital tools that streamline inventory management, facilitate digital payments, and track customer credit. These tools are designed to modernize operations and ensure that these businesses remain competitive in a rapidly evolving market.
Through the partnership, Chari will integrate Orange Morocco’s services directly into its e-commerce platform, enabling small retailers to easily conduct digital transactions and order products. As Hendrik Kasteel, CEO of Orange Morocco, explains, “This partnership with Chari reflects our commitment to supporting Morocco’s digital transformation by equipping local retailers with the most effective digital tools.”
This collaboration aligns with Morocco’s Digital 2030 strategy, which aims to promote financial inclusion and expand the country’s digital economy.
Driving Financial Inclusion in Local Communities
This initiative provides crucial support for Morocco’s small retail ecosystem, which is a major driver of the country’s economy. The sector accounts for 58% of transactions and generates significant employment. With Orange Morocco’s expertise in telecommunications and Chari’s e-commerce platform, small businesses can now better serve their customers using modern digital tools.
Additionally, Chari’s app offers small retailers access to short-term financing options, addressing the needs of shop owners in Morocco’s largely underbanked economy. By providing a digital pathway for retail operations, Chari is helping businesses transition away from cash-only transactions and ensuring smoother operations.
Chari’s co-founder and CEO, Ismael Belkhayat, views the partnership as a step toward greater financial inclusion. “Our goal is to digitize local commerce by integrating simple but effective digital solutions that support growth and financial resilience in local communities,” he said.
Through the partnership, Chari and Orange also enable small retailers to accept digital payments and pay utility bills online, helping merchants manage both their business and personal finances more efficiently.
Market Impact and Potential Risks
This partnership marks a significant milestone in Morocco’s digital evolution, enhancing the competitive landscape for small businesses and contributing to global trends in financial inclusion. By giving local shops access to the same digital tools used by large enterprises, Chari and Orange Morocco are positioning themselves as key players in Morocco’s digital economy.
However, as with any digital transformation, challenges remain. Many Moroccan merchants are still unfamiliar with digital platforms, which could slow the transition. Chari plans to address this by offering dedicated support, including a call center to educate retailers on how to use the app.
Looking ahead, Chari aims to become a leader in financial inclusion across the Francophone African market, with future expansions into Tunisia and Côte d’Ivoire. However, given the high dependency on cash among many Moroccan businesses, both Chari and Orange must navigate this transition carefully to avoid alienating traditional retailers.
