10 Startups to Watch in 2025 in North Africa

North Africa’s startup ecosystem is thriving in 2025, with innovation driving solutions to key regional challenges like financial inclusion, water scarcity, and logistics inefficiencies. Here’s a quick look at 10 standout startups transforming the region:

Key Startups to Watch:

Chari (Morocco): Revolutionizing retail with a B2B e-commerce platform for small grocery stores.
MaxAB (Egypt): Streamlining food and grocery distribution with advanced supply chain management.
InstaDeep (Tunisia): Using AI to solve complex problems, from protein design to locust outbreak detection.
Yassir (Algeria): A super app offering ride-hailing, delivery, and e-commerce services.
Paymob (Egypt): Leading fintech with digital payment solutions for small businesses.
Kumulus Water (Tunisia): Tackling water scarcity with atmospheric water generation technology.
Expensya (Tunisia): Simplifying business expense management with AI-powered tools.
TemTem (Algeria): A logistics super app serving both individuals and businesses.
Trella (Egypt): Optimizing freight logistics with a digital platform for shippers and carriers.
Solarize (Morocco): Delivering solar energy solutions for industries and households.

Quick Comparison of Key Features:

Startup	Focus Area	Key Innovation	Impact
Chari	Retail	B2B e-commerce, fintech integration	Empowering 20,000+ small grocery stores
MaxAB	Grocery Distribution	AI-driven supply chain	Serving 150,000+ retailers
InstaDeep	AI Solutions	Decision-making systems, locust detection	Tackling global and regional challenges
Yassir	Super App	Ride-hailing, e-commerce, fintech	8M users across 6 countries
Paymob	Fintech	Digital payments, POS solutions	Enabling cashless transactions
Kumulus Water	Water Scarcity	Atmospheric water generators	Supplying clean water to underserved areas
Expensya	Business Expenses	AI-powered expense automation	6,000+ global clients
TemTem	Logistics	Ride-hailing, delivery, diaspora services	Supporting 200,000+ clients
Trella	Freight Logistics	Digital freight marketplace	Reducing costs for shippers and carriers
Solarize	Renewable Energy	Solar energy solutions	Supporting Morocco’s energy transition

These startups are addressing pressing challenges like youth unemployment, limited internet access, and sustainability, while unlocking immense opportunities for growth in fintech, renewable energy, and e-commerce. The region’s young, tech-savvy population is driving this transformation, positioning North Africa as a hub of innovation and resilience.

1. Chari (Morocco)

Launched in January 2020 by Ismael Belkhayat and Sophia Alj, Chari is reshaping Morocco’s retail landscape by streamlining the supply chain for small grocery stores. This B2B e-commerce platform supports over 20,000 food businesses, addressing a market where corner shops dominate 85% of the FMCG (Fast-Moving Consumer Goods) distribution.

Chari combines e-commerce, financial tools, and customer support to drive its mission:

Feature	Impact	Market Reach
E-commerce Platform	24-hour FMCG delivery	15,000 active shopkeepers monthly
Fintech Services	Digital payments, micro-credit options	76% of transactions still in cash
Customer Support	Call center for digital education	25,000 registered shops

These efforts are transforming Morocco’s retail sector, making digital procurement – which previously accounted for less than 1% in grocery stores – a growing trend.

"We first launched an e-commerce service for free delivery of consumer goods, then integrated financial services – such as payments and micro-credit – to empower our users." – Sophia Alj, COO and Co-founder of Chari

Chari has also partnered with Orange Maroc to offer streamlined ordering and digital payment services to small retailers.

"Our goal is to digitize local commerce by integrating simple but effective digital solutions that support growth and financial resilience in local communities", – Ismael Belkhayat, Chari’s co-founder and CEO

In Casablanca, Chari achieved a 50% penetration rate within its first year, highlighting its potential to scale across North Africa. By 2025, the company aims to expand into French-speaking regions like Tunisia and Côte d’Ivoire. With 300,000 traditional grocery stores in Morocco and Tunisia processing around $100,000 daily, Chari’s fintech solutions are also tackling the low 6% adoption rate of mobile wallets among Moroccan adults.

2. MaxAB (Egypt)

MaxAB has been reshaping Egypt’s food and grocery distribution since its launch in 2018. This B2B e-commerce platform connects suppliers with traditional retailers, catering to a market where small retailers make up 90% of operations.

Metric	Achievement	Impact
Retailer Network	150,000 unique stores	Largest B2B network in Egypt
Order Volume	2.5 million deliveries	Streamlined distribution
Product Range	3,000+ SKUs	Wide inventory selection
Demand Forecasting	60% improvement	Better supply chain management
Processing Speed	30-minute model training	Cut down from 9 hours

In a major milestone, MaxAB merged with Wasoko, creating Africa’s largest informal retail network. Together, they now support over 450,000 merchants and generate $180 million in annual sales in Egypt.

"Through our integrated technology stack, our expanded Pan-African reach uniquely positions us to offer the best products and services from across Africa at maximum accessibility and affordability, supercharging our growth beyond what either company could achieve independently", says Daniel Yu, co-CEO of Wasoko and MaxAB.

MaxAB’s fintech division has distributed over $20 million in retailer financing, achieving repayment rates of more than 99%. In partnership with Mastercard, the company is also working to digitize payment processes.

The platform ensures real-time tracking, advanced forecasting, and full control over the supply chain.

"We are moving from being standalone B2B e-commerce platforms to creating a multi-vertical ecosystem that better serves Africa’s informal retail sector", adds Daniel Yu.

With 30 warehouses spread across Egypt and Morocco, MaxAB has optimized distribution and achieved positive net contribution margins.

3. Instadeep (Tunisia)

Founded in 2014 in Tunis, InstaDeep offers advanced AI solutions across various industries. After raising $100 million in funding, the company has become a key player in AI-driven decision-making systems.

InstaDeep has developed several impactful platforms:

Platform	Purpose	Key Achievement
DeepChain	Protein Design	Trained on billions of amino acids for molecular simulations
DeepPCB	Circuit Board Design	Automated blueprint creation in less than 24 hours
InstaGeo	Geospatial Analysis	Recognized as a top 50 project from 770 submissions at the Paris Peace Forum
Early Warning System	COVID‑19 Detection	Predicted over 90% of WHO‑designated variants of concern, often two months ahead

These platforms have tangible, real-world applications.

In a collaboration with Google AI, InstaDeep created an early detection system for desert locust outbreaks in Africa. This system is critical, as locust swarms can travel up to 90 miles daily and consume food that could feed 35,000 people. The 2020 locust plague alone caused damages totaling $8.5 billion across East Africa and Yemen.

"We see wide‑ranging opportunities to deploy our AI products to tackle complex real‑world problems. The funding round is a tremendous vote of confidence from our partners", said Karim Beguir, InstaDeep Co‑Founder and CEO.

InstaDeep’s efforts extend beyond locust detection. In early 2023, the company hosted the African Plant Genomics Hackathon. This event brought together 144 participants from 22 countries, using InstaDeep’s AgroNT model to improve Ghanaian cassava’s yield, nutrient content, and drought resistance.

Another milestone was their collaboration with iCompass to create TunBERT, an NLP model tailored for the Tunisian dialect. This tool serves an audience of approximately 105 million North African dialect speakers.

"We’re excited to open‑source TunBERT, a joint research project between iCompass and InstaDeep that redefines the state‑of‑the‑art for the Tunisian dialect. This work also highlights the positive results that are achieved when leading AI startups collaborate, benefiting the Tunisian tech ecosystem as a whole", said Beguir.

From InstaDeep’s Kigali office, Arnu Pretorius and Ibrahim Yusuf lead the InstaGeo team. At the February 2025 AI Action Summit in Paris, their open-source framework was showcased for simplifying remote sensing applications.

4. Yassir (Algeria)

Launched in 2017, Yassir has become a major player in Algeria’s tech scene by offering solutions that simplify everyday life. Its name, meaning "easy" in Arabic, perfectly captures its mission.

Yassir offers a range of services:

Service	Description	Key Features
Yassir Go	Ride-hailing platform	Similar to Uber but tailored for local needs
Yassir Express	Food and grocery delivery	Fast, on-demand delivery
Yassir Market	E-commerce platform	A marketplace connecting buyers and sellers
Yassir Business	Corporate solutions	Tools for fleet management and business transport

These services play a key role in Algeria’s growing digital economy. Yassir has become a go-to platform, powering 3 out of 5 on-demand activities in the country. By March 2025, it had attracted over 8 million users and partnered with 100,000 service providers.

"In the markets where we operate, we are already having a considerable impact on how people manage their day-to-day lives. We look forward to expanding our presence into other geographies to become the first super app to achieve mass adoption", says Noureddine Tayebi, founder and CEO.

Yassir’s growth is backed by $193.25 million in funding, including a $150 million Series B round – one of the largest for an Africa-based startup. Operating in 45 cities across six countries, Yassir has a strong foothold in the Maghreb and French-speaking Africa, supported by a team of over 650 employees.

"We hope that today’s start-ups will be the champions of tomorrow’s economy. That they enable Algeria to position itself as an essential pole of new technologies in Africa. We want Algeria, which in the past was the Mecca of revolutionaries, to be the Mecca of new technology enthusiasts and allow startups to develop in Africa", says Yacine el Mahdi Oualid, Minister of Algerian Start-Ups.

Yassir is also eyeing the financial services sector. It’s pursuing authorization as a payment institution and plans to introduce features that let users pay, save, and borrow digitally. The company’s journey mirrors the broader digital transformation happening across North Africa.

5. Paymob (Egypt)

Paymob is at the forefront of North Africa’s fintech growth, managing 120 million transactions for 12 million users through 150,000 agents. With a transaction volume exceeding EGP 6 billion, the company has become a major player in the region.

Product Ecosystem

Solution	Features	Key Details
Payment Gateway	Credit/debit cards, mobile wallets, installments	2.75% + EGP 3 per successful transaction
POS Solutions	Tap on Phone, traditional terminals	Facilitates in-person payments
Paymob Sync	Integration with e-commerce platforms	Works with Shopify, WooCommerce, Magento
Digital Payouts	Direct disbursements, mobile payments	Simplifies business transactions

In a market where 70% of transactions are still cash-based, Paymob’s tools are essential for small businesses. Its collaboration with Mastercard highlights its push toward digital payment adoption.

"This strategic partnership with Mastercard delivers on Paymob’s mission to fuel MSMEs via access to cutting-edge financial solutions. Our joint acceleration of low-cost digital acceptance solutions will lead to greater adoption of digital payments across the region", said Islam Shawky, co-founder and CEO of Paymob.

One standout example of its impact: Paymob partnered with Nestle Egypt to digitize payments for 1,000 waste workers in Cairo, helping recover over 8,000 tons of plastic.

In September 2024, Paymob raised $72 million in Series B funding, fueling its rapid regional expansion. The company achieved in 14 months across the Middle East what previously took five years in Egypt, cementing its role in driving digital change.

Paymob’s growth aligns with Egypt’s economic priorities, where MSMEs contribute 80% of the country’s GDP. Through its Manage Product platform, Paymob helps merchants digitize operations and integrate with government e-tax systems, positioning itself as a cornerstone of North Africa’s digital economy.

6. Kumulus Water (Tunisia)

Kumulus Water is tackling water scarcity in dry regions with its atmospheric water generation (AWG) technology. Established in 2021 by Iheb Triki and Mohamed Ali Abid, the company has rolled out 100 units across North Africa, supplying 3,000 liters of water daily to around 2,000 people.

Their standout product, the Amphore machine, pulls moisture from the air and converts it into drinkable water. It operates using either grid electricity or solar power.

Feature	Specification	Impact
Daily Production	20-30 liters	Serves individual households
Production Cost	Under $0.08 per liter	Makes water affordable

This system has already made a meaningful difference. For instance, Kumulus installed its first unit at an elementary school in Bayadha, Tunisia, in early 2023. By January 2025, they had expanded operations to Saudi Arabia.

"For me, in 10 years, Kumulus will become the water utility of the future, with high tech that allows any institution, factory, offices, homes, to have full independence when it comes to drinking water. We call it going from water scarcity to water abundance", says Iheb Triki, CEO and co-founder of Kumulus Water.

The technology taps into the atmosphere, which contains six times more water than all rivers combined. Using predictive algorithms and IoT, Kumulus blends advanced tech with practical solutions, contributing to North Africa’s tech-driven transformation.

With $4 million in funding, Kumulus Water is addressing a pressing global issue. UNICEF estimates that by 2050, 2.3 billion urban residents could face water shortages. Kumulus offers an alternative to traditional water sources, helping to ease this growing problem.

In a region grappling with water scarcity, Kumulus Water’s model is both scalable and impactful. Triki notes that early obstacles strengthened the company’s resolve. This initiative highlights how localized solutions can meet essential needs while driving technological advancements in the region.

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7. Expensya (Tunisia)

Founded in 2014 in Tunisia, Expensya has developed into a leading platform for managing business expenses. In early 2025, it was acquired by Medius for over $100 million, marking a major milestone in the fintech space.

The platform’s standout feature is its AI-powered OCR+ technology, which extracts receipt data with over 93% accuracy, significantly cutting down on manual data entry errors. Expensya also supports multi-currency transactions and adheres to various legal standards.

Feature	Impact	Business Benefit
Virtual Payment Cards	Real-time control	Enforces predefined budgets
Mobile App Integration	24/7 expense tracking	Captures receipts offline
AI-Powered Chatbot	Instant assistance	Reduces support requests

One notable success story comes from OVHcloud, which slashed its expense management time by 80% after adopting Expensya’s automated workflows. Today, Expensya serves over 6,000 customers and has a user base of 700,000 worldwide.

"Although this is quite a big change, we have not wavered from our main position. The new strategic orientations that we have set up are a testimony of Expensya’s steady growth since its creation in 2014. Over the last months, we have concentrated our efforts on the development of a new brand image that would accurately depict who we are and symbolize our ambition. Sticking to the goal we had set for ourselves, this transformation reflects the company’s large growth, its agility and its capacity to be ever-evolving, with all of its users at the very heart."
– Karim Jouini, Expensya CEO and Co-Founder

The acquisition by Medius also resulted in a $10 million payout distributed among 110 Tunisia-based employees. This merger combines Expensya’s expertise in employee expense management with Medius’s accounts payable automation, creating a powerful tool for finance teams.

Expensya integrates effortlessly with ERP systems, travel apps, banking platforms, and HR tools. Its impact on financial workflows highlights the rapid advancements in fintech coming out of the region.

8. TemTem (Algeria)

TemTem is shaking up Algeria’s logistics scene with its Super App, combining ride-hailing, delivery, and other services for both individuals and businesses. Based in Algiers, the company has drawn in over 200,000 clients, built a network of more than 4,000 drivers, and operates in 21 of Algeria’s 48 regions. One standout feature is its ‘Diaspora’ service, which caters to Algerians living abroad.

Here’s a snapshot of what TemTem offers:

Service Category	Features	Advantages
Ride Options	Economy, Premium, Bike	Tailored transportation choices
B2B Services	Corporate accounts, Monthly billing	Simplified business logistics
Driver Support	Health insurance, Car insurance	Better driver satisfaction
Customer Care	24/7 support, Real-time tracking	Enhanced user experience

The ‘Diaspora’ feature allows Algerians overseas to buy goods and services for their families back home.

"I congratulate the startup temtem One Super App for this excellent initiative. It’s the first time that an Algerian company provides such services to our diaspora, increasing at the same time the foreign currency incomes. This only proves that starting today, Algeria can rely on the innovations of its startups to diversify the economy and act as a vector of the financial inclusion."

TemTem also focuses on driver well-being. COO Lies Mollard shared:

"We value our drivers above all as they are the key executors of temtem, thus we wholeheartedly go an extra mile to take care of their daily lives and families – very soon we’ll be launching a driver procurement application through which our drivers will be able to opt for services like health insurance, car insurance, after-sale service with car manufacturers and more."

Corporate clients are a big part of TemTem’s success – over 150 companies use its ride-hailing services for employee transportation. The startup has also secured $1.7 million in seed funding and $4 million in Series A funding, highlighting investor confidence in its growth plans.

9. Trella (Egypt)

Trella is reshaping North Africa’s freight industry with its digital platform that connects shippers and carriers. In Egypt, moving goods is two to four times more expensive than in Europe or the US. On top of that, fleet utilization in Egypt is just 15%, far behind the 55% average in the US. Clearly, there’s a need for a more efficient system – and Trella is stepping in to fill that gap.

With over 30,000 drivers and 500+ shippers using the platform, Trella has established a strong foothold in the market. Its digital marketplace offers key features that streamline logistics:

Feature	What It Does	Why It Matters
GPS Tracking	Provides real-time updates	Ensures accurate deliveries
Live Updates	Sends instant notifications	Improves communication
Centralized Dashboard	Tracks performance data	Enables smarter decisions
Electronic PODs	Digitizes paperwork	Simplifies operations

Businesses using Trella have seen a 6% reduction in costs by cutting down on manual tasks. The platform also covers about 90% of key routes across the MENA region, making it a leader in digital freight management.

CEO Omar Hagrass highlights the company’s mission:

"Digitizing, automating and optimizing the largely manual steps of the trucking load cycle is the main priority, ensuring shippers and carriers can continue to connect seamlessly via the web or app interface."

Trella’s impact is reflected in its performance metrics:

Between 75%-85% of users report improved decision-making and satisfaction with support services.
Customer support responds within two hours on average.

In Egypt, where over 90% of trucks are independently owned, Trella simplifies the entire process – from creating loads to making payments.

The company emphasizes its value in a statement:

"The interest in our solution has been overwhelming, both from businesses who want to use our technology and from truckers who are getting significantly more value and more consistent flow of business through our platform. We’re optimizing truckers’ routes so they’re no longer driving empty." – Trella

10. Solarize (Morocco)

Solarize (Solarmen-Solarexport) is reshaping Morocco’s energy sector by delivering solar solutions across various industries. Since its launch in 2015, the company has established offices in Marrakech and Tangier to meet the rising demand for renewable energy in the country.

Morocco has ambitious energy goals, aiming for renewables to make up 52% of its electricity mix by 2030, with solar energy contributing 20% of that target. Currently, solar energy accounts for 7.82% of Morocco’s electricity, with an installed capacity of 831 MW.

Solarize focuses on four main sectors:

Sector	Solution	Advantages
Industrial	Grid-connected systems	Locks in electricity costs below market rates
Agricultural	Tailored solar installations	Cuts down operational costs
Hospitality	Self-consumption systems	Ensures efficient power supply
Residential	Grid-tied solutions	Meets daily electricity requirements

The company simplifies solar adoption by handling the entire EPC (Engineering, Procurement, and Construction) process. This is especially valuable in Morocco, where regulations for small-scale renewable energy projects are still evolving.

Mohamed Alaoui, managing director of Africa Climate Solutions, explains: "If we compare ourselves to Tunisia or Egypt, we are very advanced in macro-projects but when we talk about energy for individuals and for industries, the regulation is lacking".

Solarize also addresses Morocco’s growing energy needs – electricity consumption increased by 6.5% annually between 2002 and 2015 – and tackles challenges like water scarcity, with temperatures projected to rise by 1.1°C–3.5°C by 2060. For industrial clients, the company offers solutions that reduce environmental impact.

With Morocco’s strong solar potential – averaging 5 kilowatt hours per square meter daily – Solarize is well-positioned to leverage this advantage and support the country’s energy transition. Its approach highlights broader trends in North Africa’s renewable energy landscape.

Current Startup Patterns in North Africa

North Africa’s startup scene is buzzing, particularly in fintech, renewable energy, and e-commerce. By 2024, the region’s tech ecosystem reached a valuation of $3.5 billion, despite securing less than 5% of Africa’s total tech funding in 2023.

Sector	Key Trends	Notable Examples
Fintech	Digital wallets, BNPL	Paymob ($72M Series B)
Renewable Energy	Solar solutions, battery tech	Solarize, D.Light
E-commerce	B2B platforms, supply chain	Cartona ($8.1M extended Series A)

The fintech industry is tackling regional challenges head-on. For example, Paymob’s $72 million Series B funding in 2024 highlights growing investor confidence. The Buy Now, Pay Later (BNPL) market in Africa and the Middle East hit $15.5 billion in 2024 and could grow to $33 billion by 2029. However, startups still face hurdles like improving basic digital access for underserved populations.

"Digital platforms can connect rural artisans to global markets. IoT technologies can optimize water and energy use in agriculture, a sector that employs about 30-40% of the workforce in some areas. Additionally, digital tools like blockchain can enhance supply chain transparency, while AI-driven data analytics can enable better decision-making for climate resilience."
– Majdouline Khaled, CEO and co-founder of AGARUW

In renewable energy, companies like D.Light, valued at $571 million in 2025, are addressing energy access issues and supporting broader sustainability goals. These advancements are creating ripple effects across other industries.

The e-commerce sector is also making waves. Platforms like Cartona, which raised $8.1 million in July 2024, are reshaping supply chains by improving efficiency and giving small retailers better market access.

Across all sectors, security measures are becoming essential. Startups are prioritizing strong protections to maintain trust and ensure their platforms remain reliable as they scale.

With 60% of the population under 30 and a growing embrace of technology, North Africa’s startup ecosystem is laying the groundwork to tackle regional challenges while driving growth.

Looking Ahead

Building on recent achievements, North Africa’s startup ecosystem is set to grow further by 2025, addressing key infrastructure challenges despite hurdles like 56% internet penetration.

Challenge	Current Status	2025 Opportunity
Digital Access	56% internet penetration	Potential for market growth
Gender Gap	Women 40% less likely to own smartphones	Expanded financial inclusion
Youth Employment	Over 25% unemployment rate	Creation of tech jobs

These obstacles are fueling targeted solutions that could reshape the region. Startups such as Paymob and Instadeep are already turning these issues into opportunities, driving industry-wide change. For instance, fintech is emerging as a key area of growth, with remittances increasing at a 10% compound annual growth rate (CAGR). Paymob’s $72 million Series B funding highlights the sector’s potential.

Some of the main drivers of growth through 2025 include:

AI Integration: AI is being adopted in healthcare and agriculture, offering practical solutions.
EdTech: Efforts are underway to improve education access for underserved communities.
Digital Health: Telehealth services are making healthcare more accessible.

To thrive by 2025, startups will need to prioritize strong governance and align with sustainable development goals. With youth unemployment still above 25%, these companies aren’t just advancing technology – they’re also creating essential job opportunities for North Africa’s younger population.