eXtra

What eXtra does

eXtra (United Electronics Company - الشركة المتحدة للإلكترونيات) is a publicly listed Saudi Arabian omnichannel consumer electronics and home appliances retailer founded in 2003 and headquartered in Al Khobar. The company operates across three GCC markets — Saudi Arabia, Bahrain, and Oman — through a layered retail platform consisting of physical retail showrooms (with a website-based store finder), a full e-commerce storefront at extra.com (offering Arabic and English localization and country-specific settings), and native mobile applications on iOS App Store, Google Play, and Huawei AppGallery. The catalog spans smartphones, tablets, computers, televisions and home entertainment, large home appliances (air conditioners, washing machines, refrigerators, dishwashers), small kitchen and home appliances, gaming consoles and accessories, personal care devices, smart home automation products, musical instruments, sports and fitness equipment, toys, and outdoor furniture, supported by an extensive brand portfolio including Apple, Samsung, LG, Sony, Huawei, Honor, Xiaomi, Bosch, Smeg, Philips, and Garmin.

The company's underlying technology is a conventional omnichannel retail stack — Hybris/SAP Commerce is referenced in asset URLs — combining inventory management, e-commerce checkout, payment gateway integration, and last-mile delivery orchestration with in-store pickup (Click-and-Collect). No proprietary AI/ML systems, APIs, or developer-facing platforms are documented.

eXtra's business model is anchored in one-time hardware sales across consumer electronics and appliances, supplemented by an expanding set of revenue streams. Value-added services — eXtra Setup (installation), eXtra Safeguard (extended warranty), eXtra Care (accidental damage protection), and eXtra Repair (post-warranty maintenance) — generate professional-services revenue. Customer financing partnerships with Baseeta (Tamara), Tabby, and Tasheel Finance provide installment/BNPL options that increase basket size and conversion. A Jood loyalty membership program, smartphone Trade-In program, eXtra Gift Cards, and digital content cards for PlayStation, Xbox, iTunes, Google Play, Netflix, Anghami, and Razer further diversify the revenue mix. The primary customer segment is individual B2C consumers across Saudi Arabia, Bahrain, and Oman, with a corporate sales division (مبيعات الشركات) serving business customers. Pricing is not publicly disclosed on the website, but the company operates a price-match guarantee (نطابق أقل سعر) and accepts Mada and Apple Pay alongside BNPL options.

Name

eXtra

Legal name

الشركة المتحدة للإلكترونيات – اكسترا (United Electronics Company - eXtra)

Website

https://extra.com

Company type

Public

Founded year

2003

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

eXtra (United Electronics Company) is a Saudi publicly-listed omnichannel consumer electronics and home appliances retailer serving individual consumers and corporate buyers across Saudi Arabia, Bahrain, and Oman through physical showrooms, e-commerce, and mobile apps, with value-added services including warranties, repairs, and installment financing.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Home Appliances Retail

NAICS

Electronics and Appliance Retailers (44921)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Big-Box Electronics + Gaming & VR Retail (CRACAAAG)

akta.pro secondary industry

Big-Box Electronics + Wearables & Personal Tech Retail (CRACAAAJ)

Keywords

• Consumer electronics retail
• Home appliances sales
• Omnichannel retail
• Extended warranty services
• Installment payment plans

Headquarters

HQ city

Al Khobar

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hardware Product Sales: eXtra generates revenue primarily through the sale of consumer electronics and appliances including mobile phones, tablets, computers, televisions, home entertainment systems, large and small home appliances, air conditioners, gaming consoles, digital cards, and accessories. Revenue is generated through one-time product sales at retail and e-commerce channels.
2. Value-Added Services: eXtra offers supplementary services including eXtra Setup (تجهيز اكسترا), eXtra Safeguard/Warranty (ضمان اكسترا), eXtra Care Protection (حماية اكسترا), and eXtra Repair Maintenance (صيانة اكسترا) for products across categories including mobiles, tablets, computers, small appliances, large appliances, and TVs/home theaters.
3. Installment Financing: eXtra partners with financing providers including Baseeta (بسيطة/Tamara), Tabby, and Tasheel/Tasheel Finance to offer installment payment options, generating revenue through these partnerships.
4. Gift Cards: eXtra sells gift cards (بطاقة هدايا اكسترا) for gifting purposes, participating in the growing Saudi gift card market estimated at USD 1.85 billion in 2025.
5. Trade-In Program: eXtra offers a smartphone trade-in program (استبدل هاتفك الذكي) allowing customers to exchange old devices for new ones.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

eXtra (United Electronics Company) is an omnichannel retailer of consumer electronics and home appliances operating across Saudi Arabia, Bahrain, and Oman. The company sells mobile phones, tablets, computers, televisions, home entertainment systems, large and small home appliances, air conditioners, gaming consoles, digital cards, and accessories through physical retail showrooms, a full e-commerce platform (extra.com), and mobile applications.

Product overview

eXtra (الشركة المتحدة للإلكترونيات — اكسترا) is Saudi Arabia's largest omnichannel consumer electronics and appliances retailer, operating across Saudi Arabia, Bahrain, and Oman. The company offers a unified retail platform combining physical store showrooms with a full-featured e-commerce website (extra.com) and native mobile apps (iOS, Android, Huawei Gallery). Its core product portfolio spans smartphones and tablets, computers and laptops, televisions and home entertainment, large home appliances (air conditioners, washing machines, refrigerators, dishwashers), small kitchen and home appliances, gaming consoles and accessories, personal care devices, smart home automation products, sports and fitness equipment, musical instruments, automotive accessories, toys, and outdoor furniture. eXtra's value-added services include eXtra Setup (installation), eXtra Safeguard (extended warranty), eXtra Care (accidental damage protection), eXtra Repair (post-warranty maintenance), a Trade-In program for smartphones, a Gift Card program, and the Jood loyalty membership. Payment flexibility is offered through installment plans via Baseeta (bought-now-pay-later), Tamara, and Tabby, alongside standard card and digital wallet options. The company also sells digital gift cards and voucher codes for gaming platforms (PlayStation, Xbox) and streaming services (Netflix, Anghami, iTunes, Google Play, Razer).

Differentiator

Problem solved

Functional benefit

Brands

• eXtra Services (خدمات اكسترا): Service offerings including eXtra Setup (تجهيز اكسترا), eXtra Safeguard (ضمان اكسترا), eXtra Care (حماية اكسترا), and eXtra Repair (صيانة اكسترا)
• eXtra Outlet
• Jood (عضوية جود)
• eXtra Gift Card (بطاقة هدايا اكسترا)

Products and services

• eXtra e-Commerce Platform and Mobile Apps

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Baseeta (Tamara) - بسيطcoreChannel Partner/ Reseller/ DistributoreXtra partners with Baseeta (Tamara) to offer installment payment options to customers, allowing purchases to be split into easy payments.
• TabbycoreChannel Partner/ Reseller/ DistributoreXtra partners with Tabby to provide buy-now-pay-later services, enabling customers to split their purchases into multiple payments.
• Tasheel Finance (تمارا) - تسهيل للتمويلcoreChannel Partner/ Reseller/ DistributoreXtra partners with Tasheel Finance to offer financing solutions for customers purchasing electronics and appliances.
• Jood Loyalty ProgramminorGTM or Marketing PartnereXtra offers a Jood loyalty program membership option, allowing customers to earn rewards and benefits through the Jood platform.
• MadacoreChannel Partner/ Reseller/ DistributoreXtra accepts Mada payment cards as a payment method for purchases, facilitating digital payments for customers.
• Apple PayminorChannel Partner/ Reseller/ DistributoreXtra accepts Apple Pay as a payment method, providing convenient checkout options for Apple device users.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Emax: UAE-based omnichannel consumer electronics and home appliances retailer. Operates the same showroom-plus-ecommerce model across the GCC, making it a structural regional peer to eXtra despite a different home market.
• Jarir Marketing (Jarir Bookstore): Saudi-listed omnichannel retailer of books, consumer electronics, and home appliances with showrooms across KSA and a growing e-commerce site. Closest direct competitor in KSA omnichannel CE/appliance retail and is named alongside eXtra in the Saudi gift card market.
• Noon: Middle East-headquartered e-commerce marketplace with strong KSA presence across electronics and appliances. Direct competitor in online CE/appliance retail and named alongside eXtra and Jarir in the Saudi gift card market.
• Amazon Saudi Arabia (Amazon.sa): Pure-online marketplace selling consumer electronics, appliances, and digital cards in KSA. Directly competes with eXtra on price, assortment, and last-mile delivery; named alongside eXtra in the Saudi gift card market.
• Jumbo Electronics: UAE-headquartered omnichannel CE retailer with showrooms, e-commerce, and after-sales services (warranty/repair). Highly comparable operating model to eXtra across the GCC, differentiated primarily by geography (UAE primary vs. KSA primary).

Regional players

• Axiom Telecom: GCC-based mobile and consumer electronics retailer with multi-country footprint including UAE, Saudi Arabia, Oman, and Bahrain — overlapping eXtra's geographic footprint. Comparable multichannel (store + e-commerce) model focused on premium mobile and CE.

Broad incumbents

• Shaker Group: Saudi-listed company with operations spanning air conditioners, home appliances, and electronics-related services, often via exclusive agency and distribution models. Broad incumbent in the same consumer categories that anchor eXtra's largest appliance assortment.
• Lulu Hypermarket Saudi Arabia: Hypermarket chain with strong presence in KSA selling consumer electronics, large and small appliances, and digital cards alongside groceries. Wide-assortment incumbent that competes with eXtra on appliance and electronics basket share.
• Carrefour Saudi Arabia (Majid Al Futtaim): Large hypermarket and online retailer in KSA carrying a significant CE and large-appliance assortment. Overlaps with eXtra on big-ticket appliance sales and digital card distribution, but operates a much broader general-merchandise catalog.

Emerging players

• iSTYLE (Apple Premium Reseller): MENA-based Apple Premium Reseller chain operating showrooms and e-commerce focused on Apple devices and accessories. Partial overlap with eXtra's premium smartphone, tablet, and wearable categories, particularly relevant given direct Apple retail expansion in the GCC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/eXtraStores
• Facebookfacebook.com/extrastores
• LinkedInlinkedin.com/company/extra-united-electronics-co--

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about eXtra