Rather than having a direct link between the small shops and the factories, we have a series of mediators who are all profiting,
explained Oussama Ourahou.

Ourahou has an interest in criticizing other middlemen: he’s the head of growth at a new company called Kamioun which aims to break into the same market by streamlining logistics and connecting local manufacturers with small retailers using a phone application. Wholesalers have a lot of power to control pricing. Manufacturers have to sell to them because the alternative—running their own storage and distribution system—is “not cash effective” according to Ourahou.