Sary
“Can a B2B wholesale marketplace for MENA small businesses become the embedded financial operating layer for SME supply chain procurement?”
Founded2018
HQRiyadh, Saudi Arabia
Total raised$117.1M
Latest roundAcquired/Merged (Operating Subsidiary of ShopUp)
IndustryMarketplace / B2B e-commerce
The story
Sary launched in 2018 as a B2B wholesale marketplace in Saudi Arabia, digitizing supply procurement for small retailers and corner stores. The platform expanded into embedded trade financing, connecting small businesses with lenders directly through its marketplace. After raising $117M across seven rounds, Sary was acquired by ShopUp (operating under Shopfront Limited), becoming part of a broader B2B commerce and fintech group serving emerging markets.
Last 12 months
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Product timeline
2018
Sary founded in Riyadh as a B2B e-commerce marketplace connecting small businesses with wholesale suppliers in Saudi Arabia.· pivot
2021
Expanded to Egypt and grew to over 60,000 customers across Saudi Arabia and Egypt.· pivot
2022
Reached $117.1M in total funding across 7 rounds, with revenue of approximately $113M annually.· banking
2023
Acquired by / merged with ShopUp (operating as subsidiary of Shopfront Limited), consolidating B2B commerce platforms.· acquisition
The stack
1 layer disclosed in Sary’s embedded-finance stack
Lending
Embedded trade financing
Accounting gap: none