“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.
Noon processes payments through Adyen and noon payments (self-operated).
The Embedded Finance Index 2026 maps 2 layers in Noon's stack: Payments / PSP (Adyen and noon payments (self-operated)); Lending (SME financing via Noon Payments).
Noon is founded in 2017 and headquartered in Dubai, UAE.
Get a read on where your own stack stands against Noon and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.