• A partnership between Moroccan startup Chari and Orange Maroc aims to digitalize Morocco’s small retail sector.
• The collaboration brings digital transformation to over 200,000 local retailers.
• Chari and Orange Maroc enhance the resilience and growth potential of small businesses.

Digitizing Morocco’s Retail Ecosystem

In a bold move to elevate Morocco’s retail landscape, Chari, a Moroccan B2B e-commerce startup, has teamed up with telecommunications giant Orange Morocco. This partnership targets Morocco’s extensive network of local retailers, enabling cash-based businesses to embrace digital solutions and increase efficiency.

Small shop owners can now integrate digital tools that streamline inventory management, digital payments, and customer credit tracking. The move makes their operations more resilient in today’s competitive market.

Through this alliance, Chari will integrate Orange Maroc’s services directly into its e-commerce platform, and provide small retailers access to essential resources. For example, digital transactions and product ordering features.

As Hendrik Kasteel, CEO of Orange Morocco, explains, “This partnership with Chari.ma reflects our commitment to supporting Morocco’s digital transformation by equipping local retailers with the most effective digital tools.”

This project aligns with Morocco’s Digital 2030 strategy, designed to foster financial inclusion and expand the digital economy across the country.

Chari Driving Financial Inclusion in Local Communities

This initiative offers far-reaching benefits to Morocco’s small retail ecosystem, which remains the backbone of the country’s commerce sector. The sector represents 58% of transactions and provides substantial employment.

With Orange Morocco’s telecommunications expertise and Chari’s e-commerce platform, small businesses are better equipped to serve customers with new, modernized capabilities.

Chari’s app also enables retailers to access short-term financing options, a feature that benefits shop owners in the often underbanked Moroccan economy. This collaboration provides an essential digital pathway for retailers. Briefly, it helps them maintain operations smoothly without relying solely on cash transactions.

Chari’s co-founder and CEO, Ismael Belkhayat, envisions the partnership as a stepping stone toward broader 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.

Chari’s integration with Orange also opens new avenues for small retailers to accept digital payments. Also, it enables users to pay utility bills online helping merchants manage transactions and personal finances more effectively.

Market Impact and Potential Risks

This collaboration signals a significant advance in Morocco’s digital ecosystem. It enhances the competitive landscape for small businesses and aligns with global trends in financial inclusion.

By enabling local shops to access the same digital tools that large enterprises use, Chari and Orange Maroc position themselves as key players in the digital economy in Morocco. 

However, as with any digital transformation, there are risks. The partnership requires substantial training for merchants unfamiliar with digital platforms. This challenge Chari addresses through a dedicated call center that educates retailers on using the app.

With a strong strategy in place, Chari aims to become a leading platform for financial inclusion in the Francophone African market. Also, it opens the way into Tunisia and Côte d’Ivoire.

Yet, given the high rates of cash dependency among Moroccan merchants, Chari and Orange must carefully navigate the transition to digital services. That, to avoid alienating traditional business owners.