ZSystems Raises USD 1.5M to ‘Transform’ Morocco’s Retail Industry

ZSystems, a Morocco-based B2B marketplace, has successfully closed a USD 1.5 million seed funding deal to further develop its innovative platform to modernize the country’s traditional retail sector. The round was led by prominent Morocco-based venture capital firms, including MNF Ventures, Witamax, Cash Plus Ventures, and Kalys Ventures.
Founded in 2022 by Meriem Benabad, Samer Choumar, and Youssef Ait-Haddouch, Z is designed to empower traditional retailers and brands by providing them direct access to consumers, thereby increasing competition in Morocco’s traditional retail trade market, which accounts for 85% of the FMCG sector. With the new funding, Z will focus on enhancing its technology, expanding its product catalog, and preparing for its next growth phase, enabling it to scale operations across Morocco and beyond.
The retail market in Morocco, estimated to be worth USD 25 billion, is heavily dominated by small, independent shops that face numerous challenges, including fragmented supply chains and growing competition from modern retail formats.
Z is addressing these challenges by creating a digital platform that connects retailers, brands, and distributors, providing an efficient solution for accessibility and innovation in the retail ecosystem.
Since its launch, Z has made impressive progress, recruiting over 15,000 active retailers and processing more than 800,000 orders, with a 95% positive rating on rated orders. The platform’s success in Greater Casablanca, which represents approximately 85% of the region’s addressable market, demonstrates the strong demand for this digital solution.
Meriem Benabad, founder and COO of Z, emphasized that the platform is not just about facilitating transactions but also about creating opportunities and transforming the lives of local retailers. “This funding will help us expand our vision and accelerate our impact,” she said.
The leadership team behind Z brings extensive experience in FMCG, technology, and business strategy. Meriem Benabad has over a decade of experience in FMCG with companies like P&G and Silent Believers Distribution, and has also founded a leading B2B e-commerce platform in Morocco.
Samer Choumar, the CEO, is a former BCG consultant and Columbia Business School graduate, with experience in founding tech-enabled startups. Youssef Ait-Haddouch, the CTO, has a robust background in fintech, mobile payment systems, and AI, and leads Z’s technology innovation efforts.
The funding round also highlights the significant role of women in driving the company’s success. Along with Meriem Benabad, key investors such as Dounia Boumehdi (MNF Ventures), Hiba Mrani Alaoui (Witamax), and Ghita Zniber (Kalys Ventures) have supported Z’s growth. “Z is reshaping Morocco’s FMCG landscape with strong ambition and impressive traction,” said Hiba Mrani Alaoui from Witamax.
The deal is still pending approval from Morocco’s Competition Council. Once finalized, the funding will be used to support Z’s continued growth, enhancing its technology infrastructure and expanding its offerings to bring innovative solutions to traditional retailers in Morocco and across Africa.