• z.systems connects brands, distributors, retailers and consumers through a B2B2C platform
• Startup raised $1.65 million to expand and scale its digital retail ecosystem
• Company targets Africa’s fragmented and largely informal retail market

z.systems operates as an e-commerce startup offering a business-to-business-to-customer (B2B2C) platform. The platform connects brands, distributors, retailers and consumers within a single ecosystem. The Casablanca-based startup was founded in 2022 by Samer Choumar, Meriem Benabad, Youssef Haddouch, Reda Nebri and Youssef Drafate.

“On one side, we connect brands directly with retailers through the Z platform, which ensures product availability, price control and in-store visibility, while reducing the costs and complexity of traditional distribution,” the company said. It added: “On the other side, we attract consumers to Z retailers through dynamic promotions, gamified loyalty programs and deferred payment options, thereby recreating the modern retail experience in the informal retail sector.”

The solution relies on a full-stack approach built around several applications. It includes a mobile application for retailers, a web platform for partners and an e-commerce application for consumers.

Retailers can order products directly from brands, monitor inventory and access additional services such as loyalty programs and payment solutions.

Meanwhile, brands gain greater visibility over sales and can manage campaigns in real time. At the same time, consumers access personalized offers and incentive mechanisms such as rewards and deferred payment. At the core of its model, z.systems leverages data to optimize operations and improve performance across stakeholders.

The startup has secured backing from several investors and recently raised $1.65 million to accelerate its development and expand into new markets. Over the long term, z.systems aims to transform neighborhood shops into a structured and connected network capable of competing with modern distribution channels while preserving their local roots.

This article was initially published in French by Adoni Conrad Quenum

Adapted in English by Ange J.A de Berry Quenum