Nawaf Hariri, the Co-Founder and CEO of Salla, stands as a pivotal figure in Saudi Arabia’s digital transformation, actively contributing to the ambitious goals of Saudi Vision 2030. Through Salla, a leading Software-as-a-Service (SaaS) e-commerce enablement platform, Hariri empowers merchants to build and manage online stores with ease. His leadership has positioned Salla as a key player in diversifying the Saudi economy, fostering entrepreneurship, and advancing digital innovation, all of which align seamlessly with the kingdom’s vision for a thriving, non-oil-dependent future.
Nawaf Hariri co-founded Salla in 2016 alongside Salman Butt, driven by a deep understanding of the unique challenges and opportunities within the Saudi market. Based in Jeddah, Hariri’s proximity to local businesses has allowed him to tailor Salla’s offerings to meet the specific needs of Saudi merchants. His career trajectory as Salla’s CEO showcases his commitment to innovation and growth. Since its inception, Hariri has led Salla to become the largest e-commerce enablement platform in the Middle East and North Africa (MENA) region, raising significant funding and expanding its services to support merchants across borders.
Under Hariri’s leadership, Salla has grown its team to nearly 500 employees and achieved remarkable milestones, including a $130 million pre-IPO investment round in March 2024. This funding, led by Investcorp with participation from Sanabil Investment and STV, highlights investor confidence in Hariri’s vision and Salla’s potential to shape the future of e-commerce in Saudi Arabia and beyond.
Founding Salla
Salla was born out of a vision to simplify e-commerce for businesses in Saudi Arabia. Initially conceptualized as a platform to automate selling on social media channels, Salla evolved into a comprehensive e-commerce solution under Hariri’s guidance. Launched in Makkah in 2016, the platform enables merchants to create online stores without coding expertise, offering integrated tools for payments, shipping, inventory management, and marketing. This evolution reflects Hariri’s ability to adapt to market demands and anticipate the growing need for accessible e-commerce solutions in the region.
Salla’s user-friendly interface, available in Arabic and over 40 other languages, caters to a diverse merchant base. Its partnerships with payment gateways and over 160 shipping and courier companies ensure that merchants can focus on growing their businesses without worrying about logistical challenges. Hariri’s focus on creating a seamless, business-friendly platform has set Salla apart from competitors, making it a preferred choice for entrepreneurs in Saudi Arabia.
Salla’s Growth and Impact
Salla has achieved exponential growth since its founding, becoming the leading e-commerce platform in the MENA region. The company has facilitated over SAR 21 billion (approximately $5.6 billion) in sales and serves more than 55,000 merchants. Its global reach is evident in its ability to process payments from 79+ countries, making it a vital tool for both local and international businesses. Salla’s revenue model, which includes subscription plans (Basic, Plus, Pro, and Special) and merchant solutions like shipping and payment integrations, has proven sustainable, allowing the company to reinvest in innovation and expansion.
A significant milestone in Salla’s journey came in March 2024, when it secured a $130 million pre-IPO investment round, led by Investcorp, with participation from Sanabil Investment and STV. This funding underscores Salla’s potential for a future public listing, aligning with Saudi Vision 2030’s goal of developing a vibrant capital market. Additionally, Salla’s acquisition of Sweply, a digital advertising platform, in 2025, rebranded as “Salla Ads,” enhances its ecosystem by providing merchants with advanced marketing tools to boost their online presence. These achievements highlight Hariri’s strategic vision and his ability to position Salla as a leader in the digital economy.
Contribution to Saudi Vision 2030
Saudi Vision 2030, launched in 2016, aims to diversify the kingdom’s economy, reduce dependence on oil, and foster a digitally empowered society. Salla, under Hariri’s leadership, plays a critical role in achieving these objectives by empowering SMEs, promoting digital transformation, and fostering entrepreneurship. Hariri has explicitly linked Salla’s mission to Vision 2030, stating, “This acquisition is a strategic step toward building a sophisticated advertising ecosystem, enabling sellers to fully capitalize on cutting-edge marketing tools. The trust of our merchants continues to drive our progress, helping us advance Saudi Arabia’s digital economy and contribute to the goals of Vision 2030”.
Salla’s contributions to Saudi Vision 2030 include:
- Economic Diversification: By enabling SMEs and enterprises to establish and grow their online presence, Salla reduces reliance on the oil sector and strengthens the private sector’s contribution to GDP, a key Vision 2030 target.
- Digital Transformation: Salla’s platform promotes digital literacy and technology adoption, aligning with the vision’s goal of creating a digitally empowered society.
- Empowering SMEs: Salla’s tools help small businesses compete in the digital marketplace, supporting Vision 2030’s aim to increase SME contribution to GDP from 20% to 35% by 2030.
Salla’s participation in the Saudi Unicorns Program, a national initiative by the Ministry of Communications and Information Technology (MCIT), National Technology Development Program (NTDP), and the Mohammed bin Salman Foundation (Misk), further underscores its alignment with Saudi Vision 2030. The program, designed to nurture tech startups and help them achieve unicorn status, recognizes Salla’s potential to drive innovation and economic growth. Additionally, Salla’s inclusion in the xto10x Program supports its efforts to scale operations, further contributing to the kingdom’s digital economy.
Recognition and Awards
While specific awards for Hariri are not widely documented, Salla’s recognition as a leading e-commerce platform in the MENA region speaks to his success as a leader. The company’s inclusion in the Saudi Unicorns Program and its significant funding rounds highlight its impact and potential. Salla’s processing of over 8 million orders and SAR 2 billion in gross merchandise value (GMV) by 2020, as reported by WAYA, further validates Hariri’s contributions to the digital economy.
Future Outlook
Nawaf Hariri envisions Salla as a global leader in e-commerce, with plans to expand its footprint within Saudi Arabia and internationally. The acquisition of Sweply, rebranded as “Salla Ads,” is a strategic move to enhance the platform’s advertising capabilities, enabling merchants to reach wider audiences. This aligns with Saudi Vision 2030’s goal of creating a competitive and innovative economy. Hariri’s commitment to scaling Salla through programs like Saudi Unicorns and xto10x positions the company to continue driving economic growth and digital innovation in the kingdom.
