Company: Chari
Co-Founders: Ismael Belkhayat (CEO), Sophia Alj (COO)
Website: https://chari.ma/fr
About Chari
Chari is a Moroccan B2B e-commerce and fintech startup that digitises the supply chain for traditional “hanout” (corner shops) across North and West Africa. The platform allows small retailers to order fast-moving consumer goods directly from suppliers via a mobile app, with next-day delivery, while also providing embedded financial services such as working capital loans and digital payments.
Founded in 2020 by former consultants Ismael Belkhayat (BCG) and Sophia Alj (McKinsey), Chari has evolved beyond pure distribution into a broader merchant super-app combining commerce, credit, and financial infrastructure. The company is part of the wave of African “commerce + fintech” startups building rails for informal retail economies.
Headquartered in Casablanca, Chari serves hundreds of thousands of merchants and is expanding across Francophone Africa, aiming to formalise fragmented retail supply chains and improve access to finance for underserved shop owners.
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