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noon Payments

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Can a MENA e-commerce marketplace's in-house payments infrastructure become the dominant third-party payment gateway for merchants across the GCC?

HQDubai, UAE
IndustryInfrastructure / Payments
The story

noon Payments originated as the in-house payments infrastructure built by noon — MENA's leading e-commerce marketplace — to handle its own transaction volume across UAE, KSA, and Egypt. The technology was productized and offered externally as a standalone payment gateway for third-party merchants. The company has steadily expanded its MENA regional footprint, obtained regulatory certifications in Saudi Arabia and achieved PCI DSS Level 1 compliance, while adding adjacent products like BNPL (via Tabby and Valu), tokenization, subscriptions, and installments to become the full-suite payments platform of record for MENA businesses.

Last 12 months
2026-05
2025-01
2024-07
2024-01
2024-01
Product timeline
2017
noon e-commerce platform launched in UAE, KSA, and Egypt as a digital marketplace.· pivot
2022
noon payments in-house payment infrastructure developed to support noon e-commerce payments needs.· banking
2024
Partnership with Adyen announced to enhance payment solutions for MENA merchants.· payments
2024
Obtained SAMA PTSP certification in Saudi Arabia.· banking
2024
Achieved ISO/IEC 27001:2022 certification.· banking
2025
Launched Becca AI, a 24/7 multilingual AI merchant support assistant.· pivot
2026
Enabled Jaywan (UAE national card scheme) across merchant network.· payments
Regulated entities
3
regulatory licences held by noon Payments
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
2 layers disclosed in noon Payments’s embedded-finance stack
Payments / PSP
noon Payments (self-operated)Adyen
Lending
in the full report
Accounting gap: significant
5 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.