Morocco-based B2B e-commerce startup Chari has raised $12 million in its latest funding round to advance its ambitious vision of merging commerce and financial services into a single merchant super app for small retailers across Africa. The new investment round, backed by regional and international venture capital firms, underscores growing investor confidence in Chari’s innovative approach to digitizing Africa’s informal retail sector.
Founded in 2020 by Ismael and Sophia Belkhayat, Chari enables small shop owners to order inventory directly from FMCG manufacturers and distributors via a mobile app, ensuring faster deliveries and competitive pricing. The company’s platform addresses long-standing inefficiencies in the traditional supply chain, where informal retailers often struggle with limited access to stock, fragmented logistics, and cash-based transactions.
With this new funding, Chari plans to accelerate the integration of financial services—including credit, payments, and insurance—directly into its platform. By combining commerce with embedded banking, Chari aims to empower small merchants to manage their businesses more efficiently while accessing much-needed working capital.
Through its financial arm, Chari Finance, the startup already offers “Buy Now, Pay Later” (BNPL) options, enabling merchants to restock and grow without immediate cash constraints. The fresh capital will allow Chari to expand this service, leverage data analytics for credit scoring, and strengthen partnerships with local financial institutions.
The move toward a merchant super app represents a significant step for Africa’s informal economy, which contributes heavily to the continent’s GDP but remains underserved by traditional banking systems.
By merging commerce, payments, and credit into one ecosystem, Chari is positioning itself as a game-changer for millions of small retailers—driving financial inclusion and digital transformation across North and Sub-Saharan Africa.
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