Noon
Noon is a Middle East digital-commerce platform operating a multi-category marketplace, 15-minute quick-commerce (noon Minutes), food delivery, grocery (noon Supermarket), and acquired fashion marketplace Namshi across the UAE, Saudi Arabia, Egypt, and four other GCC markets, with AI-driven logistics and autonomous delivery.
- Company typePrivate
- Founded2016
- HeadquartersRiyadh, Saudi Arabia
- Headcount5,001–10,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Noon does
Noon is a Middle East-headquartered e-commerce and digital marketplace platform founded in 2016 by Mohamed Alabbar and operating in the UAE, Saudi Arabia, Egypt, and four additional GCC markets under the legal entity Noon AD Holdings LTD. The platform spans four core product surfaces — Noon Marketplace (multi-category shopping across electronics, fashion, home, beauty, grocery, and more), noon Minutes (15-minute quick commerce via dark stores, micro-fulfilment centers, and a network of 551 ADNOC service-station hubs), noon Food (restaurant delivery), and noon Supermarket (online grocery) — alongside the acquired fashion platform Namshi ($335.2M acquisition completed February 2023) and, more recently, on-demand home services via a partnership with Urban Company.
Underlying the commerce stack is an AI-driven logistics and personalization platform: a recommendation engine tied to a reported 28% Riyadh category-growth outcome, smart inventory management and real-time route planning deployed in the ADNOC hub network, and an autonomous delivery layer spanning Yango Autonomy's electric AI-powered ground robots (commercial service launched in Dubai's Sobha Hartland in December 2025 with over 1,500 km of pilot autonomous travel) and AI-driven drone delivery developed with the Technology Innovation Institute and SteerAI, regulated by the UAE General Civil Aviation Authority. The 252,000 sqm KEZAD automated fulfillment center, under construction with ADIO support, anchors a physical distribution footprint that includes 50+ micro-fulfilment centers.
Noon operates a hybrid marketplace-plus-first-party commerce model: third-party sellers (5,000+ SMBs plus brands) list across the marketplace with Noon taking commissions, while Noon itself acts as principal in grocery, quick commerce, and food delivery lines. Revenue is further diversified through advertising and promotional services, BNPL integrations with Tabby (split into 6) and Tamara (split into 4), co-branded credit cards with Emirates NBD and Mashreq, and payments-licence activity via FABMISR in Egypt. The company is privately held, has raised over $2.7B cumulatively with the Public Investment Fund of Saudi Arabia as lead investor (including a December 2025 $500M round at ~$10B post-money valuation tied to IPO preparations), and employs 5,001-10,000 people.
Noon firmographics
Firmographics- Name
- Noon
- Legal name
- Noon AD Holdings LTD.
- Website
- https://noon.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Noon is a Middle East digital-commerce platform operating a multi-category marketplace, 15-minute quick-commerce (noon Minutes), food delivery, grocery (noon Supermarket), and acquired fashion marketplace Namshi across the UAE, Saudi Arabia, Egypt, and four other GCC markets, with AI-driven logistics and autonomous delivery.
- Ownership category
- akta.pro rank
Noon industry classification
Industry- Product category
- Online Retail Marketplace
- NAICS
- Food and Beverage Retailers (445), Convenience Retailers (445131), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Limited-Service Restaurants (722513)
- SIC
- Retail-Variety Stores (5331), Retail-Convenience Stores (5412), Retail-Grocery Stores (5411), Retail-Eating Places (5812)
- akta.pro primary industry
- Quick Commerce (15–60 min Convenience Delivery) (CRAHAIAB)
- akta.pro secondary industries
- General Online Grocery (Full-Basket) (CRAHAIAA), Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Rapid Convenience/Quick Commerce (c-stores, snacks, essentials) (CRAFAFAC)
Keywords
Where Noon is headquartered
LocationHeadquarters
- HQ city
- Riyadh
- HQ country
- Saudi Arabia
- HQ region
- Middle East
Offices2 records
Markets served
Noon business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Infrastructure, Operations, Technology or R&D, Supply Chain, Personnel, Marketing or Sales
Revenue model
- Marketplace commission: Noon operates as a marketplace platform where third-party sellers list products, charging commission on transactions. The platform hosts millions of products from various sellers including brand partners and small businesses.
- First-party product sales: Direct sales of grocery (noon supermarket), quick commerce (noon Minutes), and food delivery (noon Food) products where Noon acts as the seller.
- Advertising and promotional services: Advertising services for brands wanting visibility on the platform, including promotional placements and marketing support for sellers.
- Commission from delivery and fulfillment services: Commission rates for food delivery through noon Food platform, with reduced rates for eligible Emirati businesses starting at 10% in year one.
- Buy Now Pay Later financial services: Partnership with Tabby and Tamara for BNPL services, generating revenue through merchant fees and financial partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard e-commerce marketplace pricing |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels6 records
Noon product offering
Product offeringCore offering
Noon operates a multi-category e-commerce marketplace offering millions of products across electronics, fashion, home, beauty, and grocery categories across the Middle East. It complements this with quick commerce (noon Minutes, 15-minute delivery), food delivery (noon Food), grocery (noon Supermarket), and the acquired Namshi fashion platform, all powered by AI-driven logistics and autonomous delivery systems.
Product overview
Noon is a comprehensive digital commerce ecosystem offering a multi-category e-commerce marketplace, quick commerce delivery services, and food delivery through its core platforms. The portfolio includes the main Noon Marketplace for general merchandise, Noon Minutes for 15-minute quick commerce grocery delivery, Noon Food for restaurant delivery, and Noon Supermarket for grocery essentials. Supporting infrastructure includes fulfillment centers (KEZAD facility under development), the Supermall logistics service for sellers, and a seller platform. The ecosystem is enhanced by fintech offerings including BNPL through Tabby and Tamara integrations, co-branded credit cards with Emirates NBD and Mashreq, and the Noon VIP loyalty program. Value-added services include home services (via Urban Company partnership) and autonomous delivery technologies (robot and drone delivery). The platform operates across UAE, Saudi Arabia, Egypt, and other GCC markets, serving consumers, third-party sellers, and business partners through its marketplace model.
Differentiator
Problem solved
Functional benefit
Brands
- Namshi: Fashion and lifestyle e-commerce platform serving the Middle East, operating as a separate entity under Noon following its acquisition.
- noon Minutes
- noon food
- noon supermarket
- noon mall
Products and services
- Noon Marketplace The primary e-commerce marketplace offering millions of products across electronics, fashion, home and kitchen, beauty, baby products, toys, sports, health, automotive, stationery, books, and grocery categories. Operates as a multi-category online shopping platform in UAE, Saudi Arabia, Egypt, and other GCC markets.
- Noon Minutes Quick commerce service offering 15-minute delivery of groceries, daily essentials, and everyday items through dark stores and micro-fulfillment centers including ADNOC service station hubs.
- Noon Food Food delivery service enabling customers to order meals from restaurants with delivery to their doorstep, competing with Talabat, Careem, and Deliveroo in the UAE market.
- Noon Supermarket Grocery delivery service offering household essentials, beverages, canned foods, snacks, breakfast items, and branded grocery products with both in-house noon brand products and imported international brands.
- Namshi Fashion and lifestyle e-commerce platform serving the Middle East, operating as a separate entity under Noon following its 2023 acquisition.
- Autonomous Robot Delivery Autonomous robot delivery service using fully electric AI-powered robots developed by Yango Autonomy for last-mile delivery of quick commerce orders, capable of independently planning routes, avoiding obstacles, and completing contactless deliveries.
- Autonomous Drone Delivery Autonomous drone delivery system with AI-driven autonomy for navigation, obstacle avoidance, and flight control, enabling parcel deliveries without human intervention in under 15 minutes.
- Noon Seller Platform E-commerce seller platform enabling third-party sellers to list and sell products on the Noon marketplace, accessible through sell.noon.com.
- Noon Home Services On-demand home services offering including cleaning, repair, and personal care integrated through Urban Company partnership.
- AI-Driven Personalized Shopping AI-powered personalized shopping experience using user behavior, purchase history, and preferences to generate personalized product recommendations, demand forecasting, and delivery optimization.
Quantifiable outcome
- 28% category growth in Riyadh through AI-driven personalized shopping
- +2 more outcomes
Companies that use Noon
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Noon technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability10 records
Feature5 records
Noon partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- KEZAD GroupcoreDevelopment of UAE's largest fulfillment centre - 252,000 square metre facility in KEZAD, Abu Dhabi as anchor investment. Build-to-suit facility with automation technologies for storage, sorting, and rapid delivery to millions of customers.
- Dubai SMEminorPartnership to waive onboarding fees and offer reduced commission rates (starting at 10% in first year) for eligible Emirati-owned F&B businesses in Dubai, with access to delivery network, payments system, customer base, and marketing support.
- Rattan India EnterprisesminorStrategic partnership to launch Cocoblu Global Retail in UAE, leveraging noon's digital infrastructure to offer products in various categories to Gulf consumers.
- Yango GroupcoreStrategic partnership for autonomous robot delivery services across GCC. Yango's electric AI-powered robots are fulfilling noon Minutes quick commerce orders in Dubai's Sobha Hartland community with plans for expansion across UAE and wider GCC. Robots independently plan routes, avoid obstacles, and complete contactless deliveries.
- Aldar PropertiescoreAldar acquired Noon's fulfillment centre asset from KEZAD Group, with the facility leased back to Noon as income-generating portfolio asset.
- Jahez InternationalcoreLandmark strategic partnership in Saudi Arabia enabling users to access noon Minutes through Jahez app and Jahez food delivery via noon app, integrating quick commerce and food delivery services across the Kingdom.
- Urban CompanyminorPartnership to provide home services (cleaning, repair, personal care) through noon's app in UAE and Saudi Arabia, expanding noon's ecosystem into on-demand home services category.
- ADNOC DistributioncoreStrategic MoU partnership to place noon Minutes fulfillment hubs within ADNOC's 551 service stations across UAE, enabling 15-minute quick commerce delivery. Includes AI-powered logistics integration for smart inventory management and real-time route planning. ADNOC Oasis products now available for quick delivery through ADNOC app.
- NamshicoreFashion e-commerce platform acquired from Emaar Properties in 2023 for $335.2M. Namshi operates as separate entity under Noon's digital ecosystem, serving fashion-forward consumers in the Middle East.
Scale indicators12 records
Recent moves7 records
Expansion highlights7 records
Noon competitors and assessment
Company assessmentBroad incumbents
- Amazon (Amazon.ae / Amazon.sa): Amazon's Middle East storefronts are Noon's most direct global competitor in marketplace e-commerce. Amazon.ae reportedly generates ~$499M UAE revenue vs Noon's ~$169M, illustrating Noon's scale gap against the deepest-pocketed global incumbent.
- Jumia: Jumia is Africa's largest e-commerce marketplace, operating a multi-category platform across multiple emerging-market countries. Highly comparable in horizontal marketplace model, third-party seller ecosystem, and emerging-market consumer focus.
Direct peers
- Talabat: Delivery Hero-owned Talabat is the leading food delivery and quick commerce platform in the UAE and Kuwait. It is Noon's most direct competitor in food delivery and grocery quick commerce — both battlefield categories where Noon Minutes and noon Food compete head-to-head.
- Careem: Uber-owned Careem is a super-app operating food delivery, quick commerce, and mobility across MENA. Competes directly with Noon in quick commerce (Careem Quik) and food delivery, with the advantage of an integrated mobility app.
- Jahez: Saudi-listed Jahez is the leading food delivery platform in Saudi Arabia. Notably, Noon and Jahez entered a strategic cross-platform partnership in October 2025, but Jahez remains a direct competitor in food delivery and quick commerce across the Kingdom.
- Coupang: South Korea's Coupang pioneered integrated marketplace + owned-inventory + rocket-style quick delivery at scale. Noon's vertical integration model (Supermall/Supermarket + Marketplace + noon Minutes) mirrors Coupang's strategy of owning fulfillment infrastructure for differentiation.
Regional players
- HungerStation: Jahez-owned HungerStation is a major Saudi food delivery and quick commerce player, complementing Jahez in the Kingdom. Noon competes with both brands in noon Food and noon Minutes across Saudi Arabia.
- Majid Al Futtaim (Carrefour / SHARE): Majid Al Futtaim operates Carrefour hypermarkets and the SHARE loyalty program across MENA — directly comparable as a multi-category retail/loyalty operator. Noon VIP competes with SHARE, and Carrefour's grocery footprint competes with noon Supermarket.
Emerging players
- Keeta: Meituan-backed Keeta is a quick commerce operator expanding in the UAE. Represents a well-capitalized entrant from the world's largest quick commerce operator, increasing competitive intensity against noon Minutes.
Others
- Aramex: UAE-headquartered Aramex is MENA's largest logistics and last-mile delivery provider. Highly relevant as a potential fulfillment partner, competitor for delivery logistics, and infrastructure backbone for cross-border e-commerce in the region.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Noon social profiles
Digital presenceNoon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noon leadership team
Management profileNumber of profiles
Profiles6 records
Noon subsidiaries and ownership
Company hierarchySubsidiaries1 record
Noon funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noon M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Noon
What does Noon do?
Noon operates a multi-category e-commerce marketplace offering millions of products across electronics, fashion, home, beauty, and grocery categories across the Middle East. It complements this with quick commerce (noon Minutes, 15-minute delivery), food delivery (noon Food), grocery (noon Supermarket), and the acquired Namshi fashion platform, all powered by AI-driven logistics and autonomous delivery systems.
Is Noon a public or private company?
Noon is a private company. It is classified as venture growth investor backed and is currently operating.
When was Noon founded?
Noon was founded in 2016. It employs 5,001 to 10,000 people.
Where is Noon based?
Noon is headquartered in Riyadh, Saudi Arabia, in the Middle East region.
How does Noon make money?
Five revenue lines are on record. Marketplace commission is the primary driver. The others are first-party product sales, advertising and promotional services, commission from delivery and fulfillment services and buy Now Pay Later financial services.
Who are Noon's main competitors?
Broad incumbents on record are Amazon (Amazon.ae / Amazon.sa) and Jumia. Direct peers are Talabat, Careem, Jahez and Coupang. Regional players are HungerStation and Majid Al Futtaim (Carrefour / SHARE). Keeta is listed as an emerging player. Aramex is listed as an others.
Does Noon have an API?
No public API is recorded for Noon.
What industry is Noon in?
Noon's product category is Online Retail Marketplace. Its primary akta.pro industry code is CRAHAIAB, Quick Commerce (15–60 min Convenience Delivery), with a secondary code of CRAHAIAA, General Online Grocery (Full-Basket). Its NAICS code is 445 and its SIC code is 5331.