Empowering E-Commerce: Salla's Bold Move to Transform Digital Advertising in the MENA Region
Makkah-based e-commerce platform provider Salla has announced its acquisition of Sweply, a digital advertising platform, in a strategic move that underscores its commitment to empowering merchants in Saudi Arabia's rapidly evolving online marketplace. While the financial details of the acquisition remain undisclosed, it has been confirmed that Sweply will be rebranded as "Salla Ads" and integrated as the official advertising solution within Salla's expansive ecosystem.
Founded in 2016 by Nawaf Hariri and Salman Butt, Salla has positioned itself as a trailblazer in the e-commerce sector, enabling merchants to establish their online stores within a matter of hours. The company recently secured a substantial $130 million pre-IPO investment round in March 2024, led by Investcorp, with notable participation from Sanabil Investment and STV. This capital infusion is indicative of the growing confidence in Salla's vision and its capacity to drive innovation within the region.
Sweply, on the other hand, was founded in 2021 by Ebrahim Saeed and Wael Hassan and has rapidly carved out a significant niche within the region's digital marketing landscape, serving over 35,000 registered advertisers. The platform empowers merchants to create, manage, and optimize their digital marketing campaigns, aligning perfectly with Salla's mission. Notably, Salla had previously invested in Sweply's $2 million seed round in June 2024, showcasing a shared vision that has now culminated in this acquisition.
In terms of pricing, the advertising startup offers monthly subscriptions that range from an accessible $8 to a more comprehensive $160, making it an attractive option for businesses of varying sizes. This model reflects Salla's understanding of the diverse needs of its users, ensuring that even small enterprises can leverage advanced marketing tools to boost their visibility.
Nawaf Hariri, the CEO of Salla, commented on the acquisition, emphasizing its significance as a testament to the company's long-term vision of delivering innovative and seamless solutions for merchants. He stated, "Acquiring Sweply is a testament to our long-term vision of providing innovative and seamless solutions that empower merchants. Our mission at Salla has always been to shape the ‘Future of Commerce’—and with Salla Ads, we are unlocking new opportunities for our merchants to thrive in the digital economy."
Hariri further articulated that this acquisition represents a strategic step toward building a sophisticated advertising ecosystem, enabling sellers to fully capitalize on cutting-edge marketing tools that are essential in today’s competitive landscape.
As the digital advertising service is set to launch on the Salla platform by the second quarter of 2025, existing Sweply users can expect a seamless transition, continuing their operations without disruption during this integration period. This integration comes at a pivotal moment, as Saudi Arabia's advertising spending has reached an impressive SAR 9.5 billion, with digital channels projected to account for 90 percent of total expenditure by 2030.
Through this acquisition, Salla is poised to empower merchants to launch and manage advertising campaigns directly from their store dashboards, harnessing AI-powered targeting and advanced analytics to enhance their marketing strategies. By expanding its service offerings to include integrated digital advertising solutions, Salla is not only strengthening its position within the region’s burgeoning e-commerce sector but also reinforcing its role as a vital partner for merchants navigating the complexities of the digital economy. This acquisition signals a promising future for both Salla and the entrepreneurs it serves, paving the way for innovation and growth in the vibrant MENA market.