“Can a regional e-commerce marketplace become the dominant digital financial infrastructure for merchants and consumers across the Gulf and MENA?”
Founded in 2017, Noon launched as a regional e-commerce marketplace focused on UAE, KSA, and Egypt. As the platform grew, it developed noon payments as an in-house payments infrastructure to support its own needs before opening it to third-party merchants. In 2024, noon partnered with Adyen to augment its payment capabilities, signalling a strategic move to deepen fintech infrastructure for its merchant ecosystem, including SME financing programs via Khalifa Fund.