ZSystems Secures $1.5 Million in Seed Funding to Transform Morocco’s Traditional Retail Market
ZSystems (Z), a Morocco-based B2B marketplace redefining traditional retail through innovation and technology, has announced the successful close of a $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.
Revitalizing Traditional Trade with Innovation
Founded in 2022 by Meriem Benabad, Samer Choumar, and Youssef Ait-Haddouch, Z is bridging the gap between traditional retailers, brands, and consumers. It empowers local hanouts—small shops that account for 85% of Morocco’s FMCG market—to compete with modern retail formats by offering a scalable, technology-driven platform.
Key achievements since launch:
- 15,000 active retailers, representing ~85% of Greater Casablanca’s addressable market.
- Over 800,000 orders placed with a 95% positive rating from users.
This funding marks a milestone in Z’s mission to modernize traditional retail and promote economic inclusion by addressing challenges like fragmented supply chains and inefficiencies in the $25 billion FMCG market.
Leadership with a Vision for Change
Z is spearheaded by a dynamic leadership team with a proven track record:
- Meriem Benabad, Founder & COO: With over a decade of experience in FMCG at P&G and Silent Believers Distribution, Meriem is also a Harambeans member and Stanford Graduate School of Business alumna.
- 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 focusing on Z’s transformative vision.
- Youssef Ait-Haddouch, Co-founder & CTO: With expertise in fintech, AI, and mobile payment systems, Youssef leads Z’s technology strategy.
Focus on Women’s Empowerment
ZSystems highlights the growing influence of women in business and investment. The company’s COO, Meriem Benabad, is a driving force behind Z’s success. Female investors, including Dounia Boumehdi (MNF Ventures), Hiba Mrani Alaoui (Witamax), Salma Benaddou Idrissi, and Ghita Zniber (Kalys Ventures), were instrumental in securing this funding.
- 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.”
Future Plans: Scaling Technology and Expansion
Proceeds from this funding round will fuel:
- Technology development to enhance platform capabilities.
- Expansion of the product catalog.
- Preparations for Z’s next growth phase, which aims to extend its reach across Morocco and Africa.
Building a Digital Bridge for Traditional Retail
“Z is more than a marketplace,” said Meriem Benabad, Founder & COO. “It’s about creating opportunities and transforming lives by equipping local retailers with tools to thrive in the digital age.”
CEO Samer Choumar 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, ZSystems is set to redefine traditional retail, driving economic inclusion and fostering sustainable growth in Morocco’s evolving market landscape.
