A fragmented USD 40B market is beginning to organize itself around platforms.

Morocco’s z.systems raised USD 1.65 million in a Seed round led by Azur Innovation Management, as it builds infrastructure for a segment of commerce that has largely operated offline.

Why You Should Care

B2B trade between brands, wholesalers, and retailers remains largely offline across many markets, with limited visibility on pricing, inventory, and distribution flows.

That creates inefficiencies, but also a clear entry point for platforms trying to organize how this trade happens. z.systems is entering that layer early, in a market where digitization is still uneven and fragmented.

The Seed round was led by Azur Innovation Management, with follow-on participation from existing investors MNF Ventures and Witamax. Additionally, Harambeans Prosperity Fund joined as the company’s first international institutional investor.

This brings z.systems’ total funding to USD 2.7 million, following a USD 1.05 million Pre-Seed round backed by MNF Ventures, Witamax, CASHPLUS Ventures, and Kalys Ventures.

Founded in 2022, by Samer Choumar, Meriem Benabad, Youssef A Haddouch, Reda Nebri and Youssef Drafate, z.systems is a B2B2C tech franchise for traditional retailers.It operates a unified digital platform connecting brands, wholesalers, and retailers.

Its goal is to bring transparency and efficiency to a B2B commerce market estimated at USD 40 billion, where much of the activity still happens offline or through fragmented systems.

Beyond capital, z.systems also receives support from EBRD’s Star Venture program and Amazon Web Services through its startup programs. This gives it access to both infrastructure and scaling support.

The Ripple

This is part of a broader shift in how B2B commerce is being approached across emerging markets.

Rather than focusing on marketplace aggregation alone, newer platforms are moving toward infrastructure layers that organize supply, pricing, and distribution relationships.

For wholesalers and retailers, this means more visibility and potentially more predictable operations. For brands, it creates clearer access to fragmented distribution networks. Meanwhile, it signals for investors that B2B commerce is moving from informal networks toward structured, technology-enabled systems.

What to Watch

The company is entering a segment that is still largely undigitized, despite its size.

As more platforms begin to organize B2B relationships across brands, wholesalers, and retailers, the structure of this market is likely to become more visible and trackable.

What matters now is how quickly businesses within this ecosystem adopt these systems as part of their existing operations.

That pace of adoption will determine how quickly this segment shifts from fragmented networks to more structured, platform-led coordination.