Z Raises $1.5M to Digitize and Revive Africa's Traditional Retail Ecosystem

Z, a groundbreaking B2B marketplace transforming Africa’s traditional retail ecosystem, has successfully closed a $1.5 million seed funding round. 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 round fuels Z's mission to modernize Morocco's traditional retail sector.

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 traditional trade (hanouts), which accounts for 85% of the FMCG market.

The deal is pending regulatory approval from the Morocco Competition Council.

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.

Building on Strong MomentumSince its launch in 2022, Z has achieved remarkable traction:

Over 15,000 active retailers, translating to ~85% of Greater Casablanca’s addressable market;

More than 800,000 orders placed with a 95% positive rating on rated orders.

“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.”

Strong Leadership and Vision

Z’s leadership team combines extensive expertise with a passion for innovation:

Meriem Benabad, Founder & 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 also 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.

The Road Ahead

Proceeds from 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.”

Empowering Women in Business and Investment

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.

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