Chari

Chari is a Casablanca-based B2B e-commerce platform designed to digitize the supply chain for small retailers across Morocco and French-speaking Africa. The company provides a mobile application that allows neighborhood grocery stores and small merchants to order fast-moving consumer goods (FMCG) with rapid delivery directly to their points of sale. By acting as a central distributor, Chari streamlines the procurement process for informal retailers who traditionally rely on fragmented wholesale markets. Beyond logistics, the platform integrates fintech solutions, offering merchants access to digital payment collection, financial management tools, and embedded credit services. This dual approach addresses both the inventory needs and the financial inclusion gaps faced by micro-entrepreneurs in the region. Since its inception, Chari has expanded its ecosystem to include a consumer-facing electronic wallet, enabling users to manage bill payments, money transfers, and telecommunications recharges while maintaining regulatory compliance through its status as a licensed financial institution under Bank Al-Maghrib.

Founded in 2020 by Ismael Belkhayat and Sophia Alj, Chari operates at the intersection of retail and fintech. The company serves the informal retail sector by providing a digital procurement platform that connects small shop owners with FMCG brands. Headquartered in the Bouskoura Industrial Zone, Chari utilizes its logistics infrastructure to ensure efficient distribution of multi-category products to thousands of local merchants.

The company has evolved into a comprehensive digital financial ecosystem. Licensed by Bank Al-Maghrib, Chari offers a digital wallet and Visa card services that bridge the gap between traditional cash-based commerce and modern banking. This enables both merchants and consumers to handle essential daily transactions, such as utility payments and international transfers, within a single secure mobile environment.