Acquisition
Aug 2021Acquired Karny.ma, a credit-book/bookkeeping app, to strengthen merchant credit workflows and fintech capabilities.
SourceB2B e-commerce and fintech platform for traditional proximity stores
Company research
Public company, workplace, funding, and market signals
Overview
Casablanca-based Moroccan B2B e-commerce and fintech company founded in 2020. Chari serves traditional grocery/proximity stores in Francophone Africa with a mobile ordering app, free/fast delivery, embedded payments, microloans, and Banking-as-a-Service infrastructure.
Primary product
B2B FMCG ordering and merchant-fintech super app
Founded
2020
Headquarters
Zone industrielle Ouled Saleh, Bouskoura CP 27182, Casablanca, Morocco
Team size
30-40
Industry
Retail
Sub-industry
B2B e-commerce, embedded fintech, Banking-as-a-Service
Offices
Zone industrielle Ouled Saleh, Bouskoura CP 27182, Casablanca, Morocco
Parc Industriel CFCIM d'Ouled Salah, Casablanca-Settat, Morocco
Tangier, Morocco
Business model
B2B e-commerce marketplace
merchant fintech
embedded finance
Banking-as-a-Service
wholesale distribution
Funding
Stage
Series A
Total raised
$17M
Latest round
Series A · Oct 2025
Latest amount
$12M
People & investors
Leadership
Founder & CEO
Co-Founder & COO
CTO
Lionel Dupuis
Head of Finance
Ilyas Rhaoui
Directeur Général Maroc / General Manager Morocco
Yassine Dallihi
Country General Manager - Morocco
Mohammed CHAIRI MAHJOR
VP of Engineering
Salma Bassiti
Chef de projet Fintech
Rafik Kanoun
Country Manager
Investors
AfriMobility
AirAngels
Al Khwarizmi Ventures
Axian Group
Dragon Capital
Endeavor Catalyst
Global Founders Capital
H&S Invest Holding
Harambean Prosperity Fund
Harvard University Management Company
Karim Beguir
Khwarizmi Ventures
MetLife Foundation
Michael Lahyani
MyAsia VC
Orange Ventures
P1 Ventures
Pincus Capital
Plug and Play
Reflect Ventures
Rocket Internet
SPE Capital
The Chandaria family
UM6P Ventures
Uncovered Fund
Verod-Kepple Africa Ventures
Village Capital
Y Combinator
Work & culture
Entrepreneurial, autonomous, proactive, agile, and hardworking; hiring materials emphasize ownership, initiative, and socio-economic impact.
Compensation
No public salary bands or compensation policy were found. Hiring materials emphasize experience, ownership, creativity, and portfolio/CV submissions rather than published pay ranges.
Benefits
High-ownership environment
Merit-based progression
Entrepreneurial culture
Mission-driven impact
Cross-functional learning
Spontaneous applications accepted
Product & market
Pricing
B2B wholesale/distribution margin model plus monetized financial services; exact public pricing is not disclosed.
Differentiators
- —Free delivery in under 24-48 hours
- —Integrated fintech and BaaS under a payment institution license
- —Focus on informal/proximity retailers in Francophone Africa
- —Merchant credit and microloan capability
- —In-house regulated financial stack
- —Assisted ordering via app, WhatsApp, and call-center channels
Technology
Zoho CRM
Microsoft Dynamics AX
Microsoft Dynamics
Microsoft
WhatsApp
Figma
Kotlin
.NET Core
AWS
PostgreSQL
Docker
Microservices
CI/CD
PCI-DSS
CMI payment gateway
Customers
Traditional grocery stores
Proximity shops
Small retailers
Independent shop owners
Grocery stores
SMEs
Food businesses
Merchants in Morocco
Retailers in Tunisia
Retailers in Ivory Coast
Competitors
MaxAB
TradeDepot
Sle3ti
Jomla
ProXalys
ATEX
Sabi
Scale & contact
Estimated revenue
USD 10M-25M (third-party estimates vary; public estimates cited range from about $10.4M to $20.4M annually)
Estimated monthly visits
2K
Traffic estimate as of Jul 2026
Signals & risks
Acquisition
Mar 2022Acquired Axa Credit / Axa Assurance Morocco's credit line in a reported $22M transaction to obtain credit-license capabilities and deepen lending operations.
SourceLatest news
Wamda · Oct 2025
Chari raised a $12M Series A led by SPE Capital and Orange Ventures, bringing total funding to $17M, and became the first VC-backed startup in Morocco to receive a payment institution licence.
Zawya / Visa · Apr 2025
Visa and Chari announced a strategic partnership to expand financial inclusion in Morocco and deepen digital payments adoption among merchants.
Chari official press page · Jan 2024
Chari says it achieved PCI-DSS certification for its fintech operations, strengthening its payments/security posture.
Wamda · Nov 2023
UM6P Ventures made an undisclosed investment in Chari to support retailtech and financial inclusion.
Disrupt Africa · Jul 2023
Chari raised $1.5M from Verod-Kepple Africa Ventures to support growth in informal retail and fintech expansion.
Jobs and careers at Chari
0 jobs at Chari
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