ZSystems Secures $1.5 Million in Seed Funding to Transform Morocco’s Traditional Retail Market

Casablanca, MoroccoZSystems (Z), a Morocco-based B2B marketplace transforming traditional retail through technology and innovation, has announced the successful completion of its $1.5 million Seed funding round. The round was led by prominent Morocco-based venture capital firms, including MNF Ventures (via MNF II fund), Witamax (via Funds II and III), Cash Plus Ventures, and Kalys Ventures.

Empowering Local Retailers Through Technology

Founded in 2022 by Meriem Benabad, Samer Choumar, and Youssef Ait-Haddouch, ZSystems is bridging the gap between traditional retailers, brands, and consumers. Its scalable platform empowers local hanouts—small neighborhood shops that account for 85% of Morocco’s FMCG market—enabling them to compete with modern retail formats.

Since its inception, ZSystems has achieved significant milestones:

  • 15,000 active retailers, representing approximately 85% of the Greater Casablanca market.
  • 800,000+ orders placed, with an impressive 95% positive user rating.

The startup aims to modernize the $25 billion FMCG market by addressing fragmented supply chains and inefficiencies while promoting economic inclusion.

Leadership Driving Change

ZSystems’ success is led by a dynamic team with a shared vision for innovation:

  • Meriem Benabad (Founder & COO): A Stanford Graduate School of Business alumna and former P&G executive, Meriem brings over a decade of experience in FMCG.
  • Samer Choumar (Founder & CEO): A Columbia Business School graduate and former BCG consultant, Samer co-founded a tech-enabled hospitality startup in Saudi Arabia before driving Z’s mission.
  • Youssef Ait-Haddouch (Co-founder & CTO): With expertise in fintech, AI, and mobile payment systems, Youssef oversees the company’s technology strategy.

Women Driving Business and Investment

ZSystems also highlights the growing role of women in business and investment. COO Meriem Benabad has been a key figure in the company’s growth. Female investors, including Dounia Boumehdi (MNF Ventures), Hiba Mrani Alaoui (Witamax), Salma Benaddou Idrissi, and Ghita Zniber (Kalys Ventures), played a critical role in the funding round.

  • Dounia Boumehdi, MNF Ventures: “Z’s innovative approach and operational efficiency demonstrate its potential to reshape Morocco’s FMCG landscape.”
  • Hiba Mrani Alaoui, Witamax: “Z’s strong traction and vision for the future make them an exciting partner to support.”
  • Ghita Zniber, Kalys Ventures: “Z brings valuable innovation to the FMCG sector, reflecting a commitment to impactful growth.”

Scaling Technology and Expanding Horizons

The funds raised will be used to:

  • Enhance platform capabilities through technology development.
  • Expand the product catalog.
  • Prepare for the next growth phase, focusing on scaling across Morocco and into other African markets.

Driving Economic Inclusion

“Z is more than a marketplace,” said Meriem Benabad, Founder and COO. “It’s about creating opportunities and transforming lives by equipping local retailers with tools to thrive in the digital age.”

Samer Choumar, CEO of ZSystems, added, “This funding is a pivotal moment for Z. We aim to empower small businesses and unlock growth by bridging the gap between traditional trade and modern commerce.”

With its innovative approach and strong leadership, ZSystems is poised to redefine Morocco’s FMCG market, fostering economic inclusion and sustainable growth.

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