Morocco-based B2B marketplace ZSystems has closed a $1.5 million Seed funding round, led by MNF Ventures, Witamax, Cash Plus Ventures, and Kalys Ventures to revolutionise Morocco’s FMCG sector.
Founded in 2022 by Meriem Benabad, Samer Choumar, and Youssef Ait-Haddouch, Z is reshaping the retail landscape by integrating technology and innovation across the value chain. Its scalable platform empowers traditional retailers and brands with direct access to consumers, reviving competitiveness in conventional trade , which accounts for 85% of the FMCG market.
“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.”
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. Currently, the company has over 15,000 active retailers, translating to ~85% of Greater Casablanca’s addressable market, with more than 800,000 orders placed with a 95% positive rating on rated orders.
Regarding the leadership team, Z’ combines expertise with a passion for innovation: Meriem Benabad, Founder and COO, has over a decade of FMCG experience at P&G and Silent Believers Distribution. A Harambeans member with executive education at Stanford Graduate School of Business, Meriem founded a leading B2B e-commerce platform in Morocco.
Samer Choumar, founder & CEO, is a former BCG consultant and Columbia Business School graduate. He previously co-founded a leading tech-enabled hospitality startup in Saudi Arabia.
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.
Proceeds from the $1.5 million round will be utilised to 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.”
This funding round underscores the vital role of women in driving change. Meriem Benabad leads Z’s growth, while investors such as Dounia Boumehdi (MNF Ventures), Hiba Mrani Alaoui (Witamax), Salma Benaddou Idrissi, and Ghita Zniber (Kalys Ventures) have been pivotal. “Z is not only reshaping Morocco’s FMCG landscape with a strong ambition and vision but is also showing huge commitment with their initial traction,” said Hiba Mrani Alaoui from Witamax.
Dounia Boumehdi from MNF Ventures added, “We’re excited to support Z’s innovative approach and look forward to its continued growth and momentum.”. “Z impresses with its operational efficiency and strong expertise, bringing valuable innovation to Morocco’s FMCG ecosystem”, concluded Ghita Zniber from Kalys Ventures.
