Shop Rank 2 of 9 in the world Middle East leader

Noon

The online marketplace of the UAE, Saudi Arabia and Egypt, with fast delivery and groceries in the same app.

United Arab Emirates noon.com Last updated 24 September 2026

80of 100

SeeMetric score +6 vs the category average (74)

In two sentences

Noon is the home-grown Middle East online store that competes head-on with Amazon in the UAE, Saudi Arabia and Egypt. Fast delivery and quick grocery shopping are its strengths; its catalog is not yet as deep as Amazon's.

Founded: 2017
Based in: Dubai, United Arab Emirates
Business model: Retailer and marketplace
Available in: United Arab Emirates, Saudi Arabia, Egypt

Score by criterion, against the category

The tick on each bar is the category average; the signed number is the distance from it.

Product range78-8

Price80-1

Delivery86+20

Returns, warranty and escrow78+14

Buying experience and smart suggestions78

Good fit for

Shoppers in the UAE, Saudi Arabia and Egypt
Anyone who wants groceries and general goods in one app
Cash on delivery for those who prefer not to use a card

Less suited when

Anyone outside those three countries
Specialist or rare items that need a deep catalog

Strengths

Fast delivery in major cities, plus noon Minutes for quick orders
A full Arabic and English interface tuned to the local market
Cash on delivery and local payment methods
Seasonal sales with real discounts on major brands

Opportunities for improvement

Room for improvement in: A smaller catalog than Amazon in the same countries
Room for improvement in: Third-party seller quality and packaging are uneven
Room for improvement in: Active in only three countries

Verdict

In the UAE, Saudi Arabia and Egypt it is a serious Amazon rival and sometimes better for fast everyday shopping; for specific items, check Amazon too.

What Noon actually is

Noon launched in Dubai in 2017, backed by Mohamed Alabbar and Saudi Arabia's Public Investment Fund. The aim was a home-grown store for the Middle East, the role Digikala plays in Iran.

What you pay and what you get

Noon sells some items itself and hosts third-party sellers for the rest. "Express" items ship from Noon's own warehouses and arrive faster. Cash on delivery is available.

Where it is strong

Delivery in the big cities of the UAE and Saudi Arabia is fast, and its quick-commerce service for groceries and daily goods genuinely works. Its big sales carry real discounts.

How it can improve, and what we could not verify

Catalog depth is below Amazon's and has room to expand catalog depth on rare items. Noon does not publish its market share per country, so none is used here.

Questions about Noon

Which countries does Noon operate in?

The UAE, Saudi Arabia and Egypt.

Is Noon better than Amazon?

On fast delivery and everyday shopping it is close or better; on range, Amazon leads.

Can I pay cash on delivery on Noon?

Yes, for most orders.

Was this review useful?

Disclosure: Seemerce is developing products in some of these same areas (Seemerce Infinity). Scores are editorial assessments by Seemerce based on public information. Companies can send corrections or a reply to mahdiparto94@gmail.com. Names and logos belong to their owners and are used only to identify them; Seemerce is not affiliated with or endorsed by them.

Assessment last updated: 24 September 2026 | Official site | Report a correction

Where it stands (the world)

The option one place up, one place down, and the whole table.

One place up

This page

One place down

Full standings of Shop

1
Amazon
United States
The world's largest online store and marketplace, with local storefronts in over twenty countries.

92of 100
2
Noon
United Arab Emirates
The online marketplace of the UAE, Saudi Arabia and Egypt, with fast delivery and groceries in the same app.

80of 100
3
eBay
United States
A marketplace and online auction for new, used, refurbished and collectible goods.

80of 100
4
Digikala
Iran
Iran's largest online store and marketplace, millions of products from thousands of sellers.

80of 100
5
AliExpress
China
Alibaba Group's cross-border marketplace, shipping Chinese sellers' goods straight to buyers worldwide.

79of 100
6
Basalam
Iran
A social marketplace for buying directly from small Iranian sellers and craftspeople.

71of 100
7
Etsy
United States
A global marketplace for handmade, vintage and craft-supply goods from independent sellers.

70of 100
8
Divar
Iran
Iran's largest classifieds site, for everything from second-hand goods to new.

63of 100
9
Torob
Iran
A price comparison engine that finds and compares one product across Iranian stores.

56of 100