Case Study: Salla.. the Future of eCommerce
- Aman Zaid
- Jun 29
- 3 min read
With an annual growth exceeding 32% in Q1 2023, Saudi Arabia’s e-commerce sector has achieved remarkable momentum, according to the Ministry of Commerce. This surge aligns with the objectives of the National Transformation Program, which supports Saudi Vision 2030 and strengthens the national economy.
How did Salla evolve from a nascent idea in Mecca into one of the top e-commerce platforms in the Middle East?
It all started with an Instagram account led by Nawaf Al-Hariri and his founding partners. Salla was later developed as a platform to empower businesses of all sizes to easily launch and manage online stores. In 2018, Salla hit a major milestone powering over 60,000 Saudi online stores with SAR 30 billion+ in sales, cementing its status as a pioneer in Saudi e-commerce. It was also named among the Top 10 Rising Saudi Companies of 2023 by LinkedIn.
Market Share: How Big Is Salla in Saudi Arabia?
Experts estimate the Saudi e-commerce market to be worth approximately $15 billion in 2024, projected to grow to $29 billion by 2030. Within this booming sector, Salla powers around 19,700 online stores, representing nearly 44% of all e-commerce businesses in Saudi Arabia.
Who Uses Salla and Why Saudi Entrepreneurs Prefer It
Salla's user base includes startups, traditional retailers transitioning online, home-based Saudi women entrepreneurs, and SMEs. Key reasons driving their choice:
User-friendly Arabic interface with zero technical expertise needed
Full integration with local payment systems (Mada, STC Pay)
Deep understanding of the Saudi and GCC market
24/7 local customer support
Affordable pricing with flexible packages
Access to free training, Salla Academy, and ongoing business support
Salla’s Growth & Funding Strategy
Salla emphasizes sustainable growth by participating in leading tech events like LEAP Summit and E-Commerce Saudi Expo to attract investors and partners. It hosts targeted investment events, angel investor workshops, and innovative funding programs like Salla Capital for inventory financing and Buy Now, Pay Later options. Its funding trajectory includes an impressive rise from $8.5 million in early rounds to $130 million in its pre-IPO, reflecting investor confidence in its business model and expansion strategy.
UX Research in Salla’s Success
User experience research (UX research) has been instrumental in Salla’s success. It enabled the platform to deeply understand user expectations and translate these insights into impactful improvements:
User-Centered Design Methodology: Every design decision — from the UI to workflow and feature implementation — was informed by real user insights, utilizing in-depth interviews, usability studies, behavioral data analysis, and satisfaction surveys.
Identifying Pain Points: UX research uncovered critical issues like setup difficulties, inventory management challenges, and ambiguity in shipping & payment options. Salla then developed innovative, user-friendly solutions to address these pain points.
A/B Testing: Through iterative A/B testing of UI versions and feature sets with different user segments, Salla identified the most effective designs, ensuring responsive, data-driven optimization.
Steady Pace Consultancy Your UX Research Partner
True success today depends not just on a great product but on delivering an exceptional user experience. That’s where Steady Pace Consulting comes in. With deep expertise in market research and UX research, we provide tools to deeply understand your users and turn that insight into impactful design:
Pinpoint why and how users interact with your product
Identify pain points and confusion in workflows
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Guide design decisions based on real data, not assumptions
Build user loyalty and enrich the overall user journey
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