80% of the FMCG (Fast Moving Consumer Goods) consumption in North Africa, and in developing countries in general, goes through small mom and pop stores (Vs 20% in the modern trade, such as Supermarkets). We are husband and wife and have two kids. We live together and go to the same mom and pop shop next to our place. Many times, while we were buying our groceries, we were left waiting because the truck of Coca Cola (or any other supplier) came by and the shop owner needed to deal with the supplier instead of his clients. When we ask the shop to serve us first, he replies that he can't because the supplier vans companies can't wait. Indeed the streets are narrow in North Africa, the vans usually create traffic jams and they have to sell and unload very quickly while the cars waiting behind are horning.
With Chari, they don't need to let their clients wait. When they run out of stock of a specific SKU, they add it to the app during their spare time between two clients. At the end of the day, they have the list of the SKUs that are missing in their shop. They then make the order to be delivered the day after.
We launched 18 months ago in Casablanca Morocco and have been growing at a 40% monthly rate on average. Last month, we opened our second warehouse in Morocco and our first one in Tunisia. Here's a promotional video if you're curious: https://drive.google.com/file/d/1HEZla3KvtWYM06PO94igppL95ea....