Noon

Noon is a Riyadh registered, Dubai operationally headquartered e-commerce and digital services platform that offers online retail across electronics, fashion, beauty, baby, home, and grocery categories alongside an expanding ecosystem of services including Noon Food for restaurant delivery, Noon Daily for groceries and convenience, Noon Pay for digital payments, NowNow for q-commerce, and Sivvi and Namshi for fashion. The company addresses long-standing structural gaps in regional e-commerce, including limited Arabic-first online retail, low credit card penetration, inconsistent street addressing, and underdeveloped logistics, by operating its own warehouses and last-mile delivery fleet, supporting cash on delivery, and tailoring user experience to Arabic and English speaking consumers across the GCC. Noon was unveiled in November 2016 by Emirati businessman Mohamed Alabbar, founder of Emaar Properties, as a 1 billion dollar joint venture in which Saudi Arabia's Public Investment Fund holds a 50 percent stake and the remaining 50 percent is held by Alabbar and a consortium of GCC private investors, with the platform formally going live in the UAE in September 2017 and Saudi Arabia in December 2017. Major milestones include securing 2 billion dollars in additional capital in 2022 from Saudi PIF and other investors, the 2023 acquisition of Namshi from Emaar Properties to consolidate its fashion offering, the launch of Yellow Friday as the region's signature shopping event, and ongoing expansion in Egypt where it competes directly with Amazon.eg in the wider regional battle against Amazon's Souq.com legacy business.