3 min read
Makkah – Salla, Saudi Arabia’s leading ecommerce platform, has announced a strategic investment in Nml, a company specializing in connecting brands and online stores with physical retail channels and outlets. The investment aims to create new growth opportunities for Salla merchants and expand their presence across additional sales channels.
Nml has built a network of partnerships with major retailers across Saudi Arabia, enabling brands to place their products on shelves and reach customers through the physical stores they visit every day. This gives brands access to an established retail and distribution network without having to build one from the ground up.
The investment is an extension of Salla’s vision to build the future of commerce, where a merchant’s journey is no longer limited to a single channel. Instead, merchants can operate within an integrated ecosystem that helps them sell and reach customers across both digital and physical channels.
Through the partnership, Salla aims to help tens of thousands of brands that have built their digital presence on the platform expand the distribution of their products into physical retail. Merchants will be able to benefit from Nml’s network and operational capabilities without having to create and manage separate distribution infrastructure themselves.
Nawaf Hariri, Founder and CEO of Salla, said:
“Salla began by enabling merchants to reach their customers online. Today, we are expanding that enablement to every place where commerce can happen. Our investment in Nml is another step in our vision to build the future of commerce and support brands as they grow and reach customers through integrated digital and physical channels.”
Ehab Nasseir, CEO of Nml, said:
“This partnership creates real value for both sides. Salla’s merchant base gives Nml an opportunity to expand our operations and strengthen our presence in the market, while we give Salla merchants easier access to physical retail channels and outlets, allowing them to benefit from Nml’s network and operational capabilities without having to build a distribution ecosystem from scratch. As Nml expands its work with Salla merchants, our network grows stronger and becomes even better positioned to unlock new opportunities for merchants and brands.”
The investment is also part of Salla’s broader strategy to build an integrated ecosystem that supports merchants throughout every stage of their growth. By investing in and partnering with specialized companies that bring new capabilities into the ecosystem, Salla aims to create wider opportunities for Saudi brands to reach customers and expand the distribution of their products across the Kingdom, and eventually into regional markets as they grow.
The move also reflects Salla’s evolution from enabling ecommerce to enabling commerce across channels, giving merchants the ability to build their brands digitally, expand them into physical retail, and benefit from an integrated ecosystem designed to support their growth journey.
About Nml
Nml is a Saudi company specializing in connecting brands and online stores with retail markets and physical outlets. The company aims to simplify the journey from digital commerce into traditional retail, helping brands expand their distribution and reach new customer segments.
About Salla
Salla is a leading Saudi ecommerce platform, the first ecommerce platform founded in the Kingdom and the largest in the Middle East, with more than 65,000 active subscribed stores and over SAR 45 billion in sales generated through Salla stores.
Salla enables merchants to create and manage their online stores through an integrated ecosystem that includes payments, shipping, inventory management, and marketing, supporting their growth both within Saudi Arabia and beyond.
