Name

Salla

Legal name

Salla Holding Company (سلة القابضة)

Website

https://salla.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Makkah

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription Plans: Tiered subscription model with free, Plus, Pro, and Special plans. Higher tiers unlock ERP integrations, multi-branch management, daily payment transfers, and flexible payment fees. Special plan targets high-volume merchants with tailored pricing.
2. Payment Processing Fees: Transaction fees on payment processing. Payment fees vary by plan tier — flexible fees that scale with business growth. Refund operations are free with no additional charges.
3. Salla Ads (Digital Advertising): Integrated digital advertising platform rebranded from Sweply acquisition. Supports ad campaigns across Google, Meta, Snapchat, and X with AI-generated keywords and targeting. Revenue from ad spend management.
4. App Maker Subscription: Monthly subscription at 550 SAR or annual subscription at 5,500 SAR for native mobile app creation. Includes app maintenance, hosting, updates, and new feature additions.
5. Salla Chat (Customer Service): Per-employee monthly subscription for unified customer service platform. Three tiers: Basic (149 SAR/month for 1 employee), Advanced (499 SAR/month for 7 employees), Business (999 SAR/month for 15 employees).
6. Affiliate Marketing Network: Commission-based affiliate network connecting merchants with over 1,000 affiliate marketers. Merchants set commission rates per product; commissions only charged on completed sales.
7. Merchant Services & App Ecosystem: Marketplace of 2,000+ third-party service providers offering design, marketing, logistics, and operational services. Salla earns from partner referrals and app integrations.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels12 records

Core offering

Salla is a cloud-based e-commerce SaaS platform that enables merchants in Saudi Arabia and the UAE to create online stores, accept payments across 15+ currencies, integrate with 200+ shipping carriers, and access built-in marketing, advertising, and customer service tools. The platform serves 68,000+ active stores processing 50 billion+ SAR in total sales and is extended by integrated modules including Salla Payments, Salla Chat, Salla Ads, Salla App Maker, Salla Point POS, and the Mahally local sales channel.

Product overview

Salla is a comprehensive e-commerce platform-as-a-service operating in Saudi Arabia and the UAE, powering 68,000+ active stores with a modular product portfolio. The core Salla Platform provides store creation, payments, and shipping infrastructure. This core is extended by a suite of integrated modules: Salla Payments for payment processing, Salla Chat for unified customer service, Salla Ads (built from the Sweply acquisition) for digital advertising, Salla Marketing Tools for campaigns and SEO, Salla Influencers for influencer marketing, Salla Affiliate Marketing for commission-based promotion, Salla App Maker for no-code mobile app creation, Salla Point for POS/in-person sales, and Mahally for commission-free local channel sales. Additional ecosystem offerings include a Theme Store with Salla Twilight customization, an App Store with 450+ third-party apps, and Salla Academy for merchant education. The platform processes over 50 billion SAR in total sales and handles peak volumes of 15 million orders in a single day.

Differentiator

Problem solved

Functional benefit

Brands

• Salla Ads: Digital advertising platform rebranded from Sweply, integrated as an advertising solution within the Salla ecosystem supporting over 35,000 advertisers.
• Salla Chat
• Salla Chat (سلة شات)
• App Maker (صانع التطبيقات)
• Salla Special (سلة سبيشل)
• Salla Point (سلة بوينت)
• Mahally (محلي)

Products and services

• Salla Core E-commerce Platform Cloud-based e-commerce SaaS platform enabling merchants in Saudi Arabia and UAE to create online stores, process payments, manage shipping, and access integrated marketing and customer service tools through one unified dashboard.
• Salla Payments Integrated payment gateway supporting credit/debit cards (Mada, Visa, Mastercard, Amex), digital wallets (Apple Pay, Google Pay, stc pay, PayPal), BNPL options (Tabby, Tamara, Spotii, Cashou), 15+ international currencies, and PCI DSS Level 1 certified processing with a 99% success rate.
• Salla Chat Unified customer service platform connecting merchants to customers across WhatsApp, social media, and live chat from a single dashboard, with team management, automated task assignment, and WhatsApp Business API integration. Priced at 149/499/999 SAR per month depending on employee count.
• Salla Ads Integrated digital advertising platform managing campaigns across X (Twitter), Meta (Facebook/Instagram), and Snapchat, featuring AI-powered ad content generation, unified portfolio spending tracking, and advanced analytics for performance optimization.
• Salla App Maker No-code mobile app builder enabling merchants to create iOS and Android store apps via drag-and-drop design, published within 72 hours, with free unlimited push notifications and integrated analytics, loyalty, and marketing tools. Priced at 550 SAR/month or 5,500 SAR/year.
• Salla Point Free point-of-sale (POS) system for Salla merchants, enabling in-person sales management across multiple branches with support for Mada, Apple Pay, Tabby, Tamara, cash, and QR payments, plus PIN-based employee access, ZATCA-compliant e-invoicing, and per-branch sales analytics.
• Mahally Commission-free local sales channel connecting Salla merchants with 17 million ready buyers in Saudi Arabia, enabling local discovery and proximity-based sales with zero fees and direct customer data access for merchants.
• Salla Marketing Tools Built-in marketing suite including discount coupons, promotional campaigns, affiliate marketing network (1,000+ affiliates), loyalty points system, abandoned cart recovery, SMS campaigns, email marketing (Mailchimp/Klaviyo), Google Analytics tracking, SEO optimization, landing pages, and blog creation.
• Salla Influencers Influencer marketing platform connecting merchants with hundreds of vetted influencers across categories (fashion, beauty, electronics, food, fitness) with campaign management, direct messaging, ratings tracking, and refund guarantee.
• Salla Affiliate Marketing Commission-based marketing system with over 1,000 active affiliates, enabling merchants to assign per-product commissions, distribute unique tracking links and codes, and access automated commission calculation with detailed reporting.
• Souq Eljomla Wholesale marketplace connecting merchants with suppliers for inventory stocking, facilitating B2B transactions between suppliers and retailers in the Salla ecosystem.

Quantifiable outcome

• 68,000+ active online stores across Saudi Arabia and UAE trust Salla
• +11 more outcomes

Named customers19 records

Segments14 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration32 records

AI capability6 records

Feature6 records

Partnerships

One partnership is on record.

• SweplycoreTechnology or Integration · 10 February 2025Salla acquired Saudi digital advertising platform Sweply in February 2025 and rebranded it as 'Salla Ads'. The acquisition integrates digital advertising capabilities into the e-commerce ecosystem, supporting over 35,000 advertisers. The acquisition enhances Salla's position in the regional digital economy by providing a unified ad management platform.

Scale indicators22 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zid: Saudi-based e-commerce SaaS platform directly competing with Salla in the Arabic-speaking SMB and mid-market merchant segment, offering similar storefront, payments, and shipping capabilities tailored to the KSA market.
• Shopify: Global e-commerce SaaS leader that Salla competes against in MENA; both target SMB and mid-market merchants with storefront, payments, and app marketplace capabilities, with Shopify expanding Arabic and regional payment support.
• ExpandCart: Egypt- and MENA-focused e-commerce SaaS platform that overlaps with Salla in serving Arabic-speaking SMB merchants looking for an integrated storefront, payment, and shipping solution across the region.
• BigCommerce: Global headless and traditional e-commerce SaaS platform competing with Salla for mid-market and enterprise merchants, particularly those seeking multi-storefront and API-first commerce architecture.
• Adobe Commerce (Magento): Enterprise-grade e-commerce platform that competes with Salla's Salla Special tier, offering deep customization, ERP integrations, and multi-store management for high-GMV merchants in MENA and globally.
• WooCommerce: Open-source e-commerce plugin for WordPress that competes at the lower end of Salla's SMB merchant base, particularly with budget-conscious merchants willing to manage their own hosting and integrations.

Broad incumbents

• Wix: Broader website-builder incumbent that includes e-commerce functionality, competing with Salla for first-time merchants and SMBs that prioritize simple site-building over commerce-specific depth.
• Squarespace: Broader website-builder and commerce platform serving SMBs globally; competes with Salla in the design-led merchant segment, especially for lifestyle, fashion, and creative brands.

Regional players

• Noon: Major MENA e-commerce marketplace headquartered in Saudi Arabia; not a SaaS platform but a direct competitor for the consumer wallet and a channel risk for Salla's merchants operating in the region.

Others

• Amazon MENA (Souq): Regional Amazon marketplace presence in the UAE and Saudi Arabia; competes indirectly with Salla by capturing consumer demand that could otherwise flow to merchants on the Salla platform, and offers its own selling tools (Amazon Seller Central) to the same SMB base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SallaApp
• YouTubeyoutube.com/c/SallaApp
• LinkedInlinkedin.com/company/sallaapp
• Instagraminstagram.com/sallaapp
• TikToktiktok.com/@sallaapp
• Facebookfacebook.com/SallaApp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salla