Hooby: Moroccan Startup Uses AI to Simplify Gift Shopping
In a world where finding the perfect gift can often feel like a daunting task, a Moroccan startup is stepping in to streamline the process. Hooby, an innovative e-commerce platform founded by entrepreneur Mohamed Soussi, is set to launch what it claims to be Morocco’s first AI-driven online marketplace dedicated entirely to gifts.
Transforming Gift Shopping
Many people have experienced the frustration of searching for a meaningful gift. Hours spent scrolling through online options or wandering from store to store often lead to settling for safe choices like chocolates or candles. Hooby aims to change this narrative by simplifying the gift selection process.
Instead of sifting through countless products, users can answer a few targeted questions about the recipient and the occasion. The platform’s AI system then recommends tailored gift options from local Moroccan merchants. Key questions include:
- Who is the gift for?
- What is the occasion?
- What is your budget?
This approach not only saves time but also enhances the likelihood of finding a gift that resonates with the recipient’s interests and the significance of the occasion.
Supporting Local Artisans
Morocco boasts a rich tapestry of talented artisans and small businesses creating unique products, from handcrafted jewelry and leather goods to artisanal chocolates and natural cosmetics. However, these products are often scattered across various websites and social media platforms, making them difficult for potential buyers to discover.
Hooby seeks to consolidate this fragmented market into one accessible platform. Mohamed Soussi, who previously worked in supply chain consulting at Rolex, emphasizes that the goal is not only to simplify gift shopping but also to provide Moroccan creators with greater visibility online.
Building a Digital Shop for Local Merchants
Currently, Hooby is in its preparation phase and has not yet launched to the public. However, the team has begun onboarding merchants, with around 50 businesses from across Morocco already participating. These include brands that offer a variety of products such as:
- Jewelry
- Cosmetics
- Fashion accessories
- Chocolates
- Home décor
For many small businesses, entering the online marketplace can be a complex and costly endeavor. Building a website, managing payments, and organizing deliveries can be overwhelming. Hooby aims to alleviate these challenges by providing the necessary infrastructure, allowing merchants to focus on their products while Hooby manages the technical aspects.
Joining the Platform
Local businesses interested in joining Hooby can connect with the team via Instagram at @hooby.ai or register directly on the Hooby website at hooby.ai. This initiative is part of a broader effort to promote Moroccan brands to a global audience.
Business Model and Future Aspirations
Hooby operates on a commission-based model, meaning that merchants do not incur entry or subscription fees. Instead, Hooby earns revenue only when a sale is made, ensuring that small businesses can participate without upfront costs.
The startup is currently being incubated within Morocco’s Retail Tech Builder program, which collaborates with Startgate, the startup hub of Mohammed VI Polytechnic University, and the Ministry of Trade and Industry. This support provides Hooby with valuable resources and guidance as it prepares for its official launch.
Looking Ahead
In the short term, Hooby is focused on serving the Moroccan market and supporting local creators. However, the long-term vision includes reaching out to Moroccans living abroad who wish to send gifts back home. The team believes this demographic presents a significant opportunity for growth.
If successful, Hooby aims to become the go-to destination for gift-giving in Morocco, making the often stressful last-minute search for the right present a much more enjoyable experience.
Frequently Asked Questions
Hooby is an AI-driven e-commerce platform that simplifies the process of gift shopping by recommending products based on user responses to specific questions about the recipient and occasion.
Users answer questions regarding the recipient, occasion, and budget, and the AI system analyzes these inputs to suggest suitable gift options from local Moroccan merchants.
Yes, local businesses can join Hooby by contacting the team through Instagram or registering directly on the Hooby website. The platform provides a digital storefront for merchants without upfront costs.
Note: This article is based on information available as of March 2026 and aims to provide insights into the innovative approach of Hooby in the Moroccan gift market.
