Chari, a promising B2B e-commerce startup based in Morocco that offers embedded financing for the fast-moving consumer goods (FMCG) sector, has successfully secured additional funding from Plug and Play. This latest investment will provide Chari with the necessary resources to continue its upward trajectory in the market.

The startup was founded in 2020 by husband and wife team Ismael and Sophia Belkhayat. Chari is making waves in the B2B e-commerce sector in Morocco. The platform enables traditional proximity store owners to conveniently order products and has them delivered. With over 20,000 food businesses onboarded in Morocco, as well as expansion into Tunisia and Ivory Coast, Chari is gaining significant traction.

Morocco’s startup scene is growing, with more and more companies securing funding at more advanced stages of growth. We’re thrilled to be part of this dynamic ecosystem, and we’re particularly excited about Chari, who first caught our attention as part of our inaugural cohort in Morocco in partnership with the Mohammed VI Polytechnic University and Startgate. Ismael and Sophia are stellar entrepreneurs, and we’re confident that they will achieve great things,

said Aziz El Hachem, North Africa director at Plug and Play.

We are confident that Chari will continue to grow and establish itself as a market leader in the FMCG e-commerce space in Africa. With support from a strong lineup of investors, including Y Combinator, Rocket Internet, and Orange Ventures, we are thrilled to renew our commitment to support Sophia, Ismael, and the Chari team in their journey,

El Hachem concluded.

Chari has established itself as the leading B2B e-commerce platform for FMCG products in Morocco and aims to become a regional player while expanding its services. The startup recently achieved a significant milestone by becoming the first VC-backed startup to receive a payment license from the Central Bank of Morocco.