Hooby: Moroccan Startup Uses AI to Simplify Gift Shopping

Casablanca — Hooby, a Moroccan startup founded by entrepreneur Mohamed Soussi, is preparing to launch what it describes as the country’s first AI-driven online marketplace dedicated entirely to gifts. Announced in a March 13, 2026 report, the platform uses a short questionnaire — who the gift is for, the occasion and the budget — to generate curated product recommendations drawn from Moroccan merchants, and has already onboarded around 50 businesses while operating on a commission-only model with no entry or subscription fees.

"not only to simplify gift shopping, but also to give Moroccan creators more visibility online," Mohamed Soussi said, summarising the dual aim of easing the buyer’s hunt for the right present while creating a digital shop window for artisans and small brands.

How it works

Hooby’s user flow replaces hours of browsing with a few targeted questions. Based on responses, an AI engine suggests items sold by local vendors — from handcrafted jewelry and leather goods to artisanal chocolates, natural cosmetics, fashion accessories and home décor. The company says the platform will aggregate products that are today scattered across dozens of websites and social media pages, making discovery simpler for buyers and providing a unified storefront for small producers.

• Merchant onboarding: roughly 50 businesses across Morocco, including jewelry, cosmetics, fashion accessories, chocolates and home décor brands.
• Commercial model: commission-based revenue; merchants pay no entry or subscription fees and Hooby earns when a sale is made.
• Infrastructure: the startup plans to handle payments, deliveries and the digital storefront, reducing technical and financial barriers for small sellers.
• Contact and registration: brands can reach the team via Instagram at @hooby.ai or register directly on hooby.ai.

Soussi, who previously worked in supply chain consulting at Rolex, positions Hooby as a bridge between Morocco’s artisans and a broader online audience, reducing the time buyers spend scrolling or wandering through shops. The platform is still in preparation and has not opened to the public, but merchants have begun joining the marketplace ahead of launch.

Context and partnerships

Hooby is currently incubated in Morocco’s Retail Tech Builder program, a collaboration that involves Startgate, the startup hub of Mohammed VI Polytechnic University, and the Ministry of Trade and Industry. The incubation support aims to help the startup scale its marketplace and operational capabilities before a wider rollout.

For many small businesses in Morocco, selling online remains technically and financially challenging: building a website, managing secure payments and organising deliveries can be costly or complex. Hooby’s approach is to centralise these services on a single platform, enabling merchants to focus on production and curation while the startup handles commerce infrastructure.

Outlook

In the short term Hooby is targeting the domestic market and local creators. Its longer-term ambition is to serve Moroccans living abroad who want to send gifts back home — a segment the team believes offers substantial potential. If successful, Soussi hopes Hooby will become a go-to destination for gift-giving in Morocco and reduce the stress of the last-minute present hunt for buyers at home and abroad.