Sary

What Sary does

Sary is a Saudi Arabia-based B2B e-commerce marketplace founded in 2016 that connects micro, small, and medium enterprise retailers with wholesale suppliers. The platform serves two primary customer segments — supermarkets and grocery stores, and HORECA businesses (hotels, restaurants, and cafes) — offering access to more than 30,000 products from 2,000+ brands across 50+ categories with next-day delivery and a same-day option for urgent orders. As of available reporting, Sary serves 60,000+ retail customers and processes 4,000+ daily orders, with 5,000+ HORECA accounts and 5,000 POS users. The company's product portfolio consists of three integrated offerings: the core Sary B2B marketplace accessible via iOS/Android apps and a web portal; Mowaridi, a supplier-facing portal for wholesalers to onboard, list products, and manage orders; and the Sary POS system, an inventory management and point-of-sale module that automatically reorders from Sary suppliers when stock is low and syncs deliveries on arrival.

Sary monetizes primarily through marketplace commissions on transactions between wholesale brands and MSME buyers, supplemented by embedded finance revenue from a buy-now-pay-later product that provides up to 30-day payment terms post-delivery (with 100 million SAR facilitated to date). The platform uses a freemium model with free registration, free delivery above 200 SAR, and pay-as-you-go billing. Distribution is product-led and self-serve through app stores and the web, with marketing concentrated on social media (Instagram, Facebook, YouTube, X), content marketing via the Sary blog, and referral-driven word-of-mouth from existing customers. The company has raised $112 million in total venture funding through a Series C led by Sanabil Investments in December 2021, and in April 2025 merged with Bangladesh-based ShopUp to form SILQ Group, backed by an additional $110 million investment, creating a combined platform serving 600,000+ retailers and $5 billion in transactions across Gulf and South Asia.

Name

Sary

Legal name

Sary

Website

https://sary.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Sary is a Saudi Arabia-based B2B marketplace connecting 60,000+ MSME retailers, supermarkets, and HORECA businesses with 2,000+ wholesale brands across 30,000+ products. The platform combines next-day delivery, integrated POS with auto-replenishment, and embedded BNPL financing, and now operates within SILQ Group.

Ownership category

akta.pro rank

Product category

B2B E-commerce Marketplace

NAICS

General Merchandise Retailers (455), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Warehousing and Storage (493)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industries

Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces (CRAFAHAO), International / Cross-Border BNPL & Multi-Currency POS Financing (FSAGAIAN)

Keywords

• B2B wholesale marketplace
• MSME procurement platform
• HORECA supply solutions
• Embedded B2B finance
• Integrated POS inventory

Headquarters

HQ city

Ar Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. B2B Marketplace Transactions: Sary operates a B2B e-commerce marketplace facilitating transactions between wholesalers/sellers and retailers (MSMEs). Revenue is generated through commissions on transactions and potentially markups on products sold through the platform. The company connects over 2,000 wholesale brands with 60,000+ retailers across HORECA and retail segments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sary operates a digital B2B marketplace that connects small and medium retailers — primarily in the HORECA (hotels, restaurants, cafes) and grocery retail segments — with wholesale brands and suppliers in Saudi Arabia. The platform lists over 30,000 products from more than 2,000 brands across 50+ categories, offering next-day delivery, free delivery for orders above 200 SAR, and up to 30-day payment terms. Sary also provides an integrated point-of-sale (POS) system with automated inventory replenishment and embedded buy-now-pay-later financing.

Product overview

Sary operates as a B2B e-commerce platform consisting of three integrated offerings: (1) the Sary B2B Marketplace — a digital platform connecting MSME retailers (supermarkets, HORECA, SMEs) with wholesale suppliers, offering over 30,000 products from 2,000+ brands with next-day delivery and flexible payment terms of up to 30 days; (2) Mowaridi — the supplier-facing portal that enables wholesalers to onboard and manage their product listings and orders; and (3) the Sary POS System — an inventory management and point-of-sale module that automatically reorders from Sary suppliers when stock is low and integrates with the marketplace. Together, these products form an end-to-end procurement, supply chain, and inventory management ecosystem for the HORECA and retail trade in Saudi Arabia and the broader GCC.

Differentiator

Problem solved

Functional benefit

Products and services

• Sary B2B Wholesale Marketplace Digital B2B marketplace connecting MSME retailers (supermarkets, HORECA, SMEs) with wholesale suppliers in Saudi Arabia. Lists over 30,000 products from more than 2,000 brands across 50+ categories, offering competitive wholesale pricing, next-day delivery (with same-day options for urgent needs), free delivery for orders above 200 SAR, and flexible payment terms of up to 30 days after delivery.
• Mowaridi Supplier Portal Supplier-facing portal that enables wholesalers and brands to onboard onto the Sary marketplace, list products, manage inventory, and fulfill orders from retail buyers.
• Sary POS System (Point of Sale) Integrated point-of-sale and inventory management system used by 5,000+ customers. Automatically tracks stock levels, reorders from Sary suppliers when inventory runs low, and updates quantities upon delivery. Includes team permission management and supports seller credit eligibility through transaction history.
• Sary Embedded Finance (Buy Now Pay Later) Embedded financing offering up to 30-day payment terms after delivery, with flexible online or cash-on-delivery payment options. Sary has facilitated 100 million SAR in customer financing to date, improving working capital for HORECA and retail buyers.

Quantifiable outcome

• 60,000+ active retail customers on platform
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• ShopUpflagshipStrategic or Co-development Partner · 9 April 2025Sary and ShopUp merged to form SILQ Group, backed by $110 million investment. The combined entity serves 600,000+ retailers and facilitates $5 billion in transactions across Gulf and South Asia markets.
• SILQ GroupflagshipStrategic or Co-development Partner · 9 April 2025Post-merger entity combining Sary (Saudi Arabia) and ShopUp (South Asia) to develop financial, logistical, and trade infrastructure across Gulf and South Asia regions with focus on Qatar expansion.
• MowarridcoreStrategic or Co-development Partner · 2 March 2022Sary acquired Mowarrid in March 2022 to strengthen its B2B marketplace capabilities and expand supplier network in the Saudi Arabian market.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NinjaCart: NinjaCart is an India-based B2B fresh produce and grocery supply chain platform connecting farmers and brands with retailers and HORECA buyers. It overlaps with Sary's HORECA supply and embedded distribution focus, particularly around next-day delivery economics in fragmented fresh supply chains.
• MaxAB: MaxAB is a B2B e-commerce platform connecting HORECA and grocery retailers with wholesalers across Egypt and the broader MENA region. It is the most direct head-to-head competitor to Sary, with a comparable two-sided marketplace model, embedded financing, and similar SMB target segment.
• Tradeling: Tradeling is a UAE-based B2B e-commerce marketplace serving the MENA region with a broad assortment of goods targeted at businesses and government buyers. It directly overlaps with Sary's horizontal B2B wholesale proposition and pursues similar SMB procurement, embedded finance, and logistics services.
• Udaan: Udaan is an India-based B2B commerce platform connecting manufacturers, wholesalers, and retailers across multiple categories including FMCG and HORECA. It is structurally analogous to Sary in its two-sided marketplace design, embedded credit, and tier-2/3 city MSME focus, making it a useful international peer benchmark.

Broad incumbents

• Alibaba.com: Alibaba.com is the world's largest horizontal B2B marketplace, offering global wholesale sourcing across virtually every category. While not localized in Saudi Arabia, it competes for cross-border wholesale procurement that Saudi MSMEs could otherwise fulfill through Sary, and is the canonical reference marketplace model.
• Amazon Business: Amazon Business extends Amazon's marketplace into B2B procurement for organizations of all sizes, including SMBs in MENA through cross-border shipping. It is a broad incumbent against which Sary must differentiate on local assortment, Arabic UX, BNPL terms, and next-day logistics.
• Metro Cash & Carry: Metro AG operates cash-and-carry wholesale outlets serving HORECA and independent retailers across MENAP, including Saudi Arabia. It competes with Sary on the physical wholesale supply side and represents the traditional incumbent model Sary is digitally disrupting.
• noon: noon is a leading consumer and B2B e-commerce platform across the Middle East with significant Saudi operations. While primarily B2C, noon's logistics infrastructure, supplier base, and Saudi brand presence make it a relevant broad incumbent that could expand into B2B procurement in Sary's core market.

Emerging players

• Foodics: Foodics is a Saudi-based restaurant and HORECA cloud POS and operations platform serving thousands of restaurants across MENAP. It overlaps with Sary's POS module and shares the same HORECA buyer persona, making it both a potential integration partner and a competitor in the restaurant back-office stack.
• Zid: Zid is a Saudi-based e-commerce enablement platform helping SMEs launch online storefronts. While more focused on consumer-facing retail tooling than wholesale supply, Zid targets the same Saudi SMB segment and represents an adjacent SaaS marketplace play competing for the same merchants' wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/trySaryApp
• YouTubeyoutube.com/@saryapp?feature=shared
• Facebookfacebook.com/trysaryapp
• Instagraminstagram.com/trysaryapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors11 records

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

M&A1 record

Investments1 record

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

Frequently asked questions about Sary