Home » Led by Moroccan entrepreneurs Sophia Alj, Ismael Belkhaya, Chari launches new chain of B2B stores

Led by Moroccan entrepreneurs Sophia Alj, Ismael Belkhaya, Chari launches new chain of B2B stores

by Omokolade Ajayi
Sophia Alj and Ismael Belkhaya

Chari, a Morocco-based B2B e-commerce and fintech startup founded by Sophia Alj and Ismael Belkhaya, has launched a new chain of B2B stores to meet the demands of local grocery stores. 

The stores offer a wide variety of quality products at competitive prices, aiming to assist grocery stores in enhancing their product offerings and profitability. The first two stores of this chain opened on Thurs., March 16, in Casablanca and El Jadida, Morocco.

With plans to open 100 more stores by 2024, the B2B stores will provide more than 1,000 SKUs from 100 quality brands, ranging from food products to hygiene products, to simplify the supply chain for grocery store owners. By providing competitive prices, these stores aim to meet the needs of their customers.

These stores have the unique feature of being fully digitized, giving grocery shopkeepers the option to visit any Chari store, use an electronic terminal to order the products they require, and receive their goods in less than ten minutes or immediately have them delivered to their stores.

What Ismael Belkhayat, co-founder of Chari is saying about the new stores 

Belkhayat, the co-founder of Chari, expressed his enthusiasm for the launch of the new chain of B2B stores for grocery stores in Morocco, stating: “We are confident that these shops will assist grocery stores in digitizing, improving their product offerings, and increasing their profitability.”

“We are committed to offering quality products at competitive prices and helping grocery stores go digital to provide better customer service,” he said.

Chari’s physical stores provide a ‘click and collect’ service, enabling shopkeepers to place orders for the products they need via Chari’s application and pick them up from any Chari store at their convenience.

Sophia Alj and Ismael Belkhaya led Chari to over $100 million valuation in less than three years

Chari, a Moroccan startup co-founded by Alj and Belkhaya, has achieved remarkable success in revolutionizing the supply chain for small businesses since its inception in 2020.

With over 20,000 food businesses in Morocco’s major cities using the platform, Chari has become a leading player in B2B e-commerce and fintech, and has maintained active partnerships with FMCG companies and local manufacturers to ensure speedy delivery to mom-and-pop shops in under 24 hours.

In January 2022, the startup secured a $100-million valuation in a bridge round of funding from notable investors including Khwarizmi Ventures, AirAngels, and Afri Mobility. Chari’s latest fundraising round also saw a $1-million investment from Orange Ventures, which will help the startup expand its operations both domestically and internationally.

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