MOROCCO - In a move aimed at driving digital transformation across Morocco’s retail sector, telecommunications operator Orange Maroc and B2B grocery buying platform Chari.ma have entered a strategic partnership. 

This collaboration aims to enhance digital financial inclusion for local retailers, particularly in the informal sector, by providing access to a new suite of financial services.

The alliance is aligned with Morocco’s “Stratégie Digital Morocco 2030,” a national initiative that focuses on bolstering the country’s digital ecosystem and expanding financial access. 

Through this partnership, Moroccan retailers will gain access to modern payment services and online financial solutions, which can be managed through a mobile app. 

Orange Maroc’s CEO Hendrik Kasteel described the partnership as an example of the company’s commitment to Morocco’s digital development. 

“Our partnership with Chari.ma shows our dedication to Morocco’s digital transformation. By equipping local retailers with high-performing digital tools, we’re enhancing the appeal and functionality of our digital ecosystem,” he said.

Chari.ma, Morocco’s leading B2B platform for purchasing consumer goods, was founded by CEO Ismael Belkhayat, who also brings family connections to the sector through his brother Moncef Belkhayat, the founder of Dislog. 

This prominent FMCG distributor and manufacturing entity also provides exclusive logistics services to Chari. 

According to Ismael Belkhayat, the partnership with Orange Maroc is a step forward in empowering shopkeepers. 

“This collaboration will allow Chari to digitalize the distribution of Orange services by integrating them into our eCommerce application. This will help train shopkeepers in digital use, advancing digital inclusion for this segment,” Belkhayat noted.

In recent years, Chari has strengthened its financial offerings to meet the needs of Morocco’s small retailers. 

In March 2022, Chari acquired Axa Credit, the lending division of Axa Assurance Maroc, for $22 million. This acquisition enabled Chari to secure a credit license, allowing it to offer loans to its FMCG clients, who can, in turn, extend credit to their own customers. 

The acquisition represents a step forward in bridging the financing gap for small businesses in the region.

Furthermore, Chari expanded its fintech capabilities in October 2021 with the acquisition of Karny, a bookkeeping app that supports retailers in providing credit to their customers. 

Karny enables retailers to document and monitor the loans extended to clients, creating a valuable data stream that informs future financial services and provides insight into the informal retail sector’s lending activities.