Chari: Exploring Fintech in Morocco

This case examines the challenges and opportunities of doing business in Morocco. It highlights Morocco’s unique economy where cash remains a dominant player in the market despite global advancements in digitalization. The case also explores the various cultural and social factors that impact the business environment. This is illustrated through Chari, a Moroccan based inventory procurement app, which hopes to navigate Morocco’s fintech landscape by utilizing the country’s dense network of small mom and pop shops.