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Morocco is an African country containing a very large market for e-commerce, which further expanded during the 2020–2022 COVID-19 pandemic. However, a few obstacles, like low internet penetration and lack of digital payment systems, are acting as obstacles for the local e-commerce service providers to reach potential in the country. Chari is one such B2B company whose operations changed the landscape of logistics and distribution among the FMCG businesses in Morocco. The company also exercises a B2B2C model, which it achieved through acquiring Karny.ma and Axa Credit, enabling its customers to use a lending and financial transaction tracking model. However, the industry is quite competitive, with offline retailers like TradeDepot, WaystoCap (acquired by MaxAB), and Sokowatch deciding to exploit the possibilities online. Apart from the rising competition, Chari still faces challenges in additional expansion due to the improper and inadequate infrastructure of the country. However, if it can overcome the external threats and utilize the geographical location of Morocco to its advantage, Chari has enormous potential to flourish both locally and globally.
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