Rabat, Morocco – September 30, 2025 – In a decisive step toward building one of Africa’s most advanced digital economies, the Kingdom of Morocco announced on Monday September 29th a strategic partnership between the Ministry of Industry and Trade and z.systems, a fast-growing retail-technology platform that is transforming how goods move from brands to small merchants.
The partnership was unveiled at a ceremony hosted by the Ministry and presided over by His Excellency Ryad Mezzour, Minister of Industry and Trade, whose vigorous push for innovation has made Morocco a continental leader in industrial modernization. With over 120,000 neighborhood shops (“hanouts”), Morocco’s traditional retail sector is estimated at USD 25 billion in annual economic activity and is the backbone of household consumption. Through the partnership, z.systems will deploy its Rabeta Z network to digitally connect up to 50,000 hanouts by 2030.
The platform enables merchants to engage directly with brands, tap into loyalty and rewards programs, expand their product selection, and regain competitiveness in the face of modern trade and discount chains – a hallmark of a practical model for financial inclusion. By linking traditional retailers to national FMCG companies through digital tools and real-time data, z.systems ensures that Morocco’s informal retail sector remains vibrant and future-ready. The partnership also reflects the drive of Ms. Meriem Benabad, z.systems’ Founder and Chief Operating Officer, whose leadership has been central to building the company’s operational scale and leading market position.
“This agreement builds on the progress already achieved at zsystems, helping to unlock additional opportunities for every hanout,” said Benabad. “By leveraging the Ministry’s national mandate and combining it with z.systems’ proven technology and on-the-ground execution, we can accelerate the modernization of informal retail in an efficient and scalable way.”
Mr. Samer Choumar, Founder & CEO, added: “We are honored to stand with the Ministry at this historic moment. Our team and partners have believed from day one that Morocco can set a continental benchmark for digital trade, and today that belief moves closer to reality.”
z.systems’ rapid growth has been made possible by a network of respected Moroccan investors – including MNF Ventures, Witamax, Cash Plus Ventures, and Kalys Ventures – whose long-term support underscores the company’s credibility and the strength of Morocco’s startup ecosystem. Their continued involvement reflects confidence not only in z.systems’ model but also in Morocco’s broader commitment to digital transformation.
Industry Momentum
As the Rabeta Z network advances toward its national goal of 50,000 digitally connected hanouts, many of Morocco’s most prominent FMCG brands are already using the platform to strengthen their fundamentals: boosting activations, turnover, and on-shelf availability while gaining an unprecedented visibility on market dynamics. Their early involvement signals a wider shift: Morocco’s retail transformation is becoming a national movement,
and the companies shaping it today are helping define how the distribution and industry can grow together.
About z.systems
z.systems is Morocco’s first and fastest-growing brands-led, asset-light retail-technology marketplace built to modernize the traditional trade sector. Through its flagship Rabeta Z network, z.systems connects FMCG brands, wholesalers, and traditional retailers in a single digital ecosystem. The platform enables hanouts to order directly from brands, access loyalty rewards, and leverage a secure digital wallet for instant, cashless payments – bringing real-time visibility to the entire value chain and driving measurable efficiencies across the retail landscape.
Media Contact
samer@z.systems | +212 710 111 777
meriem@z.systems | +212 669 594 722
LinkedIn:
https://www.linkedin.com/in/sam-choumar/
https://www.linkedin.com/in/meriem-benabad/
@z.systems | https://www.linkedin.com/company/zsystems1
