In this exclusive joint interaction with The Catalyst, Abdulmajeed Alyemni, CEO, Salasa and Hasan Alhazmi, CBO of Salasa, share how the company is transforming logistics, leveraging technology, and empowering Saudi merchants to scale both locally and internationally.
How do you plan to prioritize the use of these funds across technology, talent, and market expansion?
Abdulmajeed Alyemni:
We are focused on scaling the infrastructure behind quick commerce, because speed is no longer a luxury, it’s the baseline. To achieve this, we are expanding our dark store network across Saudi’s major cities to enable two-hour delivery. At the same time, we are accelerating the development of our proprietary tech stack, covering courier routing, predictive inventory positioning, and automated merchant workflows to strengthen efficiency and customer experience. To support this growth, we are also investing in top-tier talent, particularly skilled operators and engineers in logistics, technology, and market expansion.
Could you share how your approach has evolved from being a fulfilment platform to becoming a tech-first logistics company?
Hasan Alhazmi:
Salasa began as a 3PL, but we quickly built beyond delivery and are now developing into a tech-first logistics platform. Today, we operate 15 dark stores and 3 mega fulfillment centers across major Saudi cities, enabling instant delivery in the Kingdom and opening up cross-border opportunities. Our in-house technology automates courier routing, forecasts inventory and integrates directly into merchant systems. This evolution reflects our mission: giving merchants speed, efficiency, and freedom to scale.
What are the first new markets you plan to target for cross-border logistics, and why?
Abdulmajeed Alyemni:
We’re targeting GCC neighbors with high demand for Saudi products, alongside Southeast Asia and select European markets where Saudi fashion, beauty, and electronics are gaining traction. Our strategy covers both inbound and outbound trade, enabling Saudi merchants to reach new international markets while also allowing global brands to enter Saudi Arabia with faster, more cost-effective delivery. We’ve built proprietary tools that streamline clearance, warehousing, and returns, making regional expansion feel as seamless as local delivery.
In terms of cross-border e-commerce, what specific pain points are you solving for regional merchants?
Abdulmajeed Alyemni:
We’re addressing fragmented courier networks, multiple vendor dependencies, and inefficient customs clearance and return logistics. Our single-interface system manages this complexity handling warehousing, last mile, and returns so merchants can focus on growth, not operations.
Our single-interface system manages the complexity handling warehousing, last mile, and returns so merchants can focus on growth, not operations.
How do you see AI transforming your operations over the next three years?
Abdulmajeed Alyemni:
We are beginning to embed AI across our operations, and over the next three years it will transform how fulfillment is run:
At Salasa, we are enhancing our platform with smart recommendations that support merchants from onboarding to inventory management and campaign optimization. To drive operational efficiency, we leverage automated courier routing, route optimization, and campaign detection, helping reduce costs while accelerating fulfillment. Merchant enablement is strengthened through generative AI, enriching product content and optimizing listings. At the same time, customer experience is elevated with voice AI and automated workflows, streamlining pickups, deliveries, and support.
For merchants using Salasa, what will these new investments mean in terms of service speed, cost efficiency, or new capabilities?
Hasan Alhazmi:
For merchants, the impact is clear and measurable. The expansion of dark stores enables two-hour delivery windows across major cities, bringing unmatched speed to fulfillment. Predictive automation drives efficiency by lowering costs and minimizing errors throughout the supply chain. At the same time, advanced capabilities like real-time tracking, AI-powered campaign detection, and smart inventory planning provide greater control and visibility—eliminating guesswork and empowering merchants to respond to demand with confidence.
As e-commerce in Saudi Arabia matures, what gaps remain in fulfilment and logistics that you believe Salasa is uniquely positioned to fill?
Abdulmajeed Alyemni:
The gaps are clear: slow delivery, limited regional fulfillment, and underuse of data-driven logistics. We’ve already built the infrastructure and technology stack to close these at scale — and that’s where Salasa is leading the market.
Salasa is redefining the logistics landscape by combining speed, technology, and operational excellence to meet the evolving demands of e-commerce. Through strategic investments in dark stores, AI-driven automation, and cross-border capabilities, the platform enables merchants to scale efficiently while maintaining control, visibility, and cost-effectiveness.
By addressing key pain points in fulfillment and leveraging data-driven solutions, Salasa is setting new standards for fast, reliable, and technologically empowered logistics in Saudi Arabia and beyond.
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