KSA-Based Salasa Closes US$30 Million Series B Round

Salasa, a KSA-based e-commerce fulfillment provider, has secured US$30 million in Series B funding to fast-track its transformation into a tech-driven logistics company and grow its cross-border operations.  

The round was led by KSA-based private investment holding company Artal Capital, with additional backing from Saudi Arabia’s government-backed venture capital (VC) arm SVC, Waa’ed Ventures, the VC fund of Saudi oil giant Aramco, and Silicon Valley-based early-stage VC 500 Global. Other participants included Alsulaiman Group, the retail and logistics conglomerate behind IKEA Saudi Arabia, as well as other strategic investors. 

Founded by Abdulmajeed Alyemni and Hasan Alhazmi in Saudi Arabia in 2017, Salasa provides end-to-end solutions for e-commerce, including fulfillment, shipping, inventory management, bonded zones, last-mile delivery, and cross-border logistics. Its offerings are tailored to help modern retail brands scale quickly and reliably. 

In an interview with Inc. Arabia, Alhazmi, who also serves as Salasa’s Chief Business Officer (CBO), reflected on the factors that drove investor confidence in the company. “Salasa isn’t a gamble, it’s a winning bet,” he said. “We’ve proven the model, captured a significant share of the enterprise e-commerce market in Saudi and built brand equity that speaks for itself. Global giants like Amazon and Noon trust us, as do leading regional players like Cenomi, Tajer, Match, Boutiqaat, Laverne, and AlOthaim Retail.” 

According to Alhazmi, another factor that sets Salasa apart in the eyes of investors is the company’s continued growth and profitability. “We’re not a capital-burning machine, we’re already profitable," he shared. "Our growth is disciplined and efficient, with every new service tied to a clear monetization and profitability roadmap. It doesn’t take us massive spend to expand; we know how to scale smartly. That combination—market traction, operational efficiency, and proven unit economics—is what makes Salasa such a strong investment story."

The latest investment is set to fuel Salasa’s expansion both within Saudi Arabia and internationally, support the growth of its dark store network, strengthen its bonded zone infrastructure (special customs areas that enable faster, duty-deferred cross-border shipping), and advance its artificial intelligence (AI)-powered technology stack, allowing it to build a smarter, more efficient supply chain ecosystem. 

Alhazmi noted that Salasa is addressing some of the most pressing challenges in the Kingdom's e-commerce logistics space. “E-commerce in Saudi Arabia has become intensely competitive. With over 5,000 new online ventures launching every month, only a small percentage manage to scale,” he told us. He emphasized that in such a complex market, operational inefficiencies in logistics can quickly become a barrier to growth. “In this environment, logistics can either fuel scale or stall progress," Alhazmi explained. "Brands can’t afford delays, fragmented systems, or unreliable fulfillment. Customers expect speed, consistency, and real-time visibility. Without strong operational foundations, startups fade fast."

According to Alhazmi, that’s precisely the gap Salasa was built to close. “Our fulfillment network and technology platform are designed around the realities merchants face," he pointed out. "We unify operations across the stack, replacing disconnected systems with one integrated solution that resolves complexity at the core." 

Hasan Alhazmi and Abdulmajeed Alyemni, co-founders of Salasa. Image courtesy Salasa.

Since its launch, Salasa has fulfilled and shipped over 50 million products both within Saudi Arabia and abroad, establishing itself as the logistics partner of choice for more than 1,000 merchants—including major names like Noon, Amazon, Cenomi, Boutiqaat, Laverne, Sharaf DG, and AlOthaim Retail. The company’s ecosystem features seamless integrations with platforms such as Salla, ZID, Amazon, Trendyol, and Shopify, along with carrier partnerships that include Aramex, DHL, Saudi Post, and over 40 additional logistics providers.  

Alhazmi emphasized that Salasa’s infrastructure strategy isn’t just tactical—it’s built to deliver long-term strategic advantages for both regional and international merchants. “Salasa’s bonded zone operation is a major unlock for international merchants entering the Saudi market,” he said. “It shortens the time to value, removes unnecessary setup delays, and eliminates the need to establish a legal entity or navigate complex import procedures upfront. With pre-cleared inventory and a pay-as-you-sell model, brands can start selling in days—not months.” 

Alhazmi also noted that Salasa’s approach is especially timely, given the broader shifts underway in Saudi Arabia's economy. “Saudi Arabia remains one of the most attractive e-commerce markets globally: high spending power, rising digital adoption, and an underserved base of product categories," he said. "Our bonded zone lets global merchants capture this demand quickly and with minimal friction." Meanwhile, on the domestic side, Alhazmi highlighted how Salasa’s dark store network is engineered to tailor to consumer expectations and accommodate urban density.

“Salasa’s dark store network introduces a new layer of fulfillment intelligence tailored to Saudi consumer behavior," Alhazmi shared. "These high-speed urban fulfillment nodes are built for hyperlocal last-mile execution, enabling two-hour delivery service level agreements (SLAs) in high-density zones. For many brands, this unlocks a net-new revenue stream through quick commerce—without the capital intensity of building their own logistics infrastructure."

But more than just enabling faster delivery, Salasa’s infrastructure also gives merchants resilience and room to grow. “It’s not just about speed," Alhazmi said. "Our model gives merchants real flexibility that is designed for growth and operational resilience at scale." And now, with fresh capital in hand, Alhazmi told Inc. Arabia that the company will continue to build out the infrastructure needed to keep pace with the demands of modern commerce, prioritizing speed, proximity, and precision. “We’re focused on scaling the infrastructure behind quick commerce, because speed isn’t a luxury anymore, it’s the baseline," he said. "Consumers expect products in hours, not days, and our merchants need a fulfillment engine that can keep pace without breaking their operations." 

To meet these rising expectations, Salasa is prioritizing the growth of its dark store network, a key pillar in enabling rapid, hyperlocal delivery. “That’s why we’re expanding our dark store network across all major Saudi cities," Alhazmi explained. "These high-speed urban nodes are strategically placed in high-density areas to support two-hour delivery, giving brands a local footprint without the operational burden. It’s about smart proximity, high availability, and execution with speed and precision."  

Alhazmi also revealed that Salasa is also enhancing its technology stack to strengthen its competitive edge and deliver a more seamless experience for merchants. “We’re doubling down," he said. "Most players either excel at tech or operations, not both. Salasa combines operational mastery with proprietary technology built from the ground up for the region. This gives our merchants a seamless, integrated experience that’s tailored to local realities." 

Alhazmi emphasized that Salasa’s internal culture is just as critical to its success as its infrastructure and technology. “We’re also proud of the culture we’ve built: gritty, mission-driven, and execution-obsessed," he said. "That’s what drives Salasa forward every day." And Salasa is continuing to invest heavily in top-tier talent to sustain its pace of innovation and execution, Alhazmi added. “None of this happens without the right people," he explained. "We’re investing in top-tier operators and engineers, a class-A team that brings global best practices to every layer of the business. Over the past year, we’ve brought in exceptional talent across C-level and venture press (VP) roles, with deep expertise in logistics, fulfillment, and growth." 

Looking ahead, Salasa is placing cross-border logistics at the center of its regional growth strategy. “Our merchant-first approach to cross-border is built around simplicity, transparency, and full control," Alhazmi said. "For too long, local brands have had to rely on fragmented courier networks and juggle multiple vendors just to export a single order. That’s why we’ve built seamless integrations with global shipping networks and developed a proprietary engine that handles clearance, warehousing, and return management—all from a single interface. The system manages the complexity, so merchants can stay focused on growth, not troubleshooting.” 

With that, Salasa wants to design a cross-border system that mirrors the convenience of domestic delivery. “We’re making regional expansion feel as seamless as local delivery,” Alhazmi added. In terms of target markets, Salasa is focusing on areas where Saudi brands already have consumer pull. “Our initial focus is on international markets where demand for Saudi products is already strong, places where our merchants can compete and grow,” he said. “We’re enabling brands to move beyond exporting and to truly scale across borders. And the consumer appetite is there: GCC neighbors, Southeast Asia, and even select European markets are actively seeking high-quality Saudi products, from beauty and fashion to home goods and electronics.” 

Ultimately, for Alhazmi, this strategy is a continuation of Salasa’s broader mission. “All of this ties back to Salasa’s mission: simplifying e-commerce fulfillment so every merchant can scale their business and deliver products to customers, anywhere on Earth,” he said. “And because it’s built by a Saudi team with deep operational knowledge and cross-border experience with some of the world’s biggest platforms, every part of the journey—from fulfillment to last mile—is designed with our merchants in mind.” 

Looking ahead, Alhazmi laid out an ambitious roadmap that positions Salasa as a central force in reshaping how brands scale across and beyond the region. “Our vision is to build an end-to-end, tech-enabled fulfillment ecosystem that extends the global reach of Saudi brands and brings international brands closer to the region, while providing autonomy, visibility, and control to all stakeholders across the e-commerce supply chain,” he explained. 

That future, Alhazmi pointed out, is already well underway. “That vision is already in motion, and in five years, we see Salasa operating at a significantly larger scale," he said. "We’re evolving into a multi-revenue stream business, expanding our logistics operations while building and preparing to monetize a powerful technology stack designed to transform fulfillment, visibility, and automation. It’s in active development, and we see it becoming a major growth engine for the company."

With the region’s e-commerce space still gaining momentum, Alhazmi believes the opportunity is only growing. “The regional e-commerce market is still in its early innings, with rising demand, increasing digital adoption, and thousands of new businesses entering the space every month. The opportunity is massive, and we’re building the infrastructure to match it,” Alhazmi concluded. 

Pictured in the lead image from left to right are Hasan Alhazmi and Abdulmajeed Alyemni, co-founders of Salasa. Image courtesy Salasa.