A new partnership between Chari Super App, the Moroccan Ministry of Industry and Trade, Al Barid Bank and Barid Cash is set to transform how small businesses operate across Morocco. The initiative aims to bring digital tools and financial services to 100,000 small merchants, helping them move from cash-based systems into a more modern and efficient digital economy.
At the center of this collaboration is a clear goal. To make it easier for small retailers to accept digital payments and access financial services that were previously out of reach. By expanding the use of Visa and Mastercard, the partnership will allow more merchants across the country to accept card payments. This is expected to improve convenience for customers while increasing sales opportunities for businesses.
The rollout will also include the deployment of accessible payment tools such as TPE terminals and SoftPOS technology. These tools will allow merchants to accept payments using smartphones and other simple devices, removing the need for expensive infrastructure. At the same time, the initiative will help create a stronger link between cash and digital payment systems, ensuring that businesses can transition smoothly without disrupting their daily operations.
Beyond payments, the partnership will expand the range of services available to merchants. Small business owners will be able to offer services like bill payments and mobile airtime recharge directly from their shops. This turns local stores into service hubs, increasing foot traffic and creating new income streams for retailers.
The initiative also focuses on improving the overall efficiency of the merchant ecosystem. By strengthening operational support and system integration, it will help businesses manage transactions, track performance and operate with greater transparency. This is expected to reduce inefficiencies and improve trust across the value chain.
Founded in 2020 by Ismael Belkhayat and Sophia Alj, Chari has quickly positioned itself as a key player in Morocco’s digital commerce space. The company started by serving grocery stores and independent retailers, combining e-commerce with financial technology to solve everyday challenges faced by small businesses.
Through its mobile application, retailers can order fast-moving consumer goods at competitive prices and receive delivery within hours, often in less than 24 hours. This removes the need for shop owners to close their stores to restock inventory. Chari operates on a simple buy-and-sell model, sourcing goods from suppliers and reselling them with transparency while maintaining a margin of around 10 percent.
In addition to product distribution, Chari provides embedded financial services. Retailers can open digital payment accounts within seconds, access business payment cards and apply for microloans based on their transaction history. The company also offers micro-insurance products, giving small businesses an added layer of financial security.
Chari has also introduced digital bookkeeping tools through its acquisition of the Karny app. This replaces traditional paper records with a digital system that helps merchants manage customer credit and track payments. Around 15,000 shopkeepers already use these tools regularly, with features such as automated payment reminders sent through messaging platforms.
By early 2026, Chari had raised $12 million in Series A funding, marking one of the largest funding rounds for a startup in Morocco at the time. This growth reflects strong investor confidence in the company’s model and its ability to scale.
This new partnership builds on that momentum. By combining government support, financial infrastructure and digital innovation, it creates a pathway for small merchants to grow and compete in a changing economy. For Morocco, it represents a practical step toward a more inclusive financial system where even the smallest businesses can access the tools they need to succeed.
