Z, a B2B marketplace transforming Africa’s traditional retail ecosystem, has successfully closed a $1.5 million seed funding round to modernize Morocco’s traditional retail sector.
Z’s platform empowers traditional retailers and brands with direct access to consumers, reviving competitiveness in traditional trade (hanouts), which accounts for 85% of the FMCG market.
The round was led by Morocco-based VCs—MNF Ventures (through its MNF II fund), Witamax (through Fund II and III), Cash Plus Ventures, and Kalys Ventures. The deal is pending regulatory approval from the Morocco Competition Council.
“Our platform is not just about transactions; it’s about transforming lives and creating opportunities for local retailers,” said Meriem Benabad, Founder & COO. “This funding enables us to expand our vision and accelerate our impact.”
Addressing a Critical Gap in Traditional RetailAfrica’s traditional retail sector, with over 2.5 million small, independent shops, faces significant challenges: fragmented supply chains, inefficiencies, and growing competition from modern retail formats and discount stores. With Morocco’s FMCG market estimated at $25 billion, Z is bridging the gap through a digital platform that connects retailers, brands, and distributors with consumers, fostering accessibility and innovation.
Since its launch in 2022, Z has achieved remarkable traction. Over 15,000 active retailers, translating to ~85% of Greater Casablanca’s addressable market and more than 800,000 orders placed with a 95% positive rating on rated orders.
Z’s Meriem Benabad, Founder & COO, has over a decade of FMCG experience at P&G and Silent Believers Distribution. Meriem also founded a leading B2B e-commerce platform in Morocco.
Samer Choumar, founder & CEO, is a former BCG consultant and Columbia Business School graduate and previously co-founded a leading tech-enabled hospitality startup in Saudi Arabia and Youssef Ait-Haddouch, co-founder & CTO, brings a robust background in fintech, mobile payment systems, cloud solutions and AI, driving Z’s technology strategy and innovation.
The $1.5 million round will support Z’s technology development, product catalog expansion, and preparation for its next growth phase. “This funding marks a pivotal moment for Z as we aim to scale operations and bring cutting-edge solutions to traditional retail,” said Samer Choumar, Founder & CEO. “Our vision is to empower small businesses and unlock growth across Morocco and Africa.”