Sustainability in E-commerce: Insights from Seamless KSA 2024

Oct 10, 2024

Kholoud Hussein 

 

As Saudi Arabia pursues its Vision 2030 goals of diversifying the economy and promoting sustainability, the intersection of e-commerce and sustainability is becoming increasingly important. The Seamless KSA 2024 event brings together retailers, e-commerce leaders, fintech innovators, and government officials to discuss the latest trends and innovations in digital commerce, with sustainability emerging as a key theme. This article explores how Saudi Arabia’s e-commerce sector embraces sustainable practices, technology's role in this transformation, and the insights shared at Seamless KSA 2024.

 

Sustainability in E-commerce: A Growing Priority

 

E-commerce has seen explosive growth in Saudi Arabia, particularly in recent years. The sector is expected to reach $30 billion by 2026, according to a 2024 report by Saudi Arabian General Investment Authority (SAGIA). However, with this rapid expansion comes increased pressure on logistics, packaging, and energy consumption, all of which have environmental implications. As a result, sustainability is becoming a priority for the Kingdom’s e-commerce industry, driven by both government initiatives and changing consumer expectations.

 

Minister of Commerce Majid Al-Qasabi emphasized at Seamless KSA 2024, “Sustainability is no longer an option, but a necessity. The future of e-commerce in Saudi Arabia will be shaped by how businesses integrate sustainable practices into their operations, from packaging and delivery to energy consumption and waste management.”

 

In line with Vision 2030, which includes ambitious environmental goals such as reducing the Kingdom’s carbon footprint, the e-commerce sector is under increasing scrutiny to adopt sustainable practices. Seamless KSA 2024 provided valuable insights into how these practices are being implemented and the technologies driving this transformation.

 

1. Sustainable Packaging and Waste Reduction

 

One of the key areas of focus in the sustainability discussion at Seamless KSA 2024 was sustainable packaging. As e-commerce orders continue to rise, so does the use of packaging materials, much of which is plastic or non-recyclable. Saudi Arabia’s e-commerce giants, including Noon and Jarir, are beginning to recognize the environmental impact of excessive packaging and are adopting eco-friendly alternatives.

 

During a panel discussion at Seamless KSA, Noon’s COO, Ali Kothari, remarked, “As we scale our e-commerce operations, the need for sustainable packaging becomes critical. We are actively investing in biodegradable and recyclable materials, reducing our reliance on plastic, and working with suppliers to minimize packaging waste.”

 

Companies are also exploring innovations such as minimalist packaging, which reduces the size and volume of materials used, and reusable packaging solutions, allowing consumers to return packaging for reuse. These efforts are aligned with Saudi Arabia’s broader environmental goals, including the Saudi Green Initiative, which aims to promote circular economy practices and reduce waste.

 

In a 2024 report by McKinsey & Company, it was highlighted that e-commerce businesses can reduce their carbon footprint by up to 15% through sustainable packaging solutions alone. This not only addresses environmental concerns but also meets the growing demand from eco-conscious consumers who are increasingly factoring sustainability into their purchasing decisions.

 

2. Optimizing Logistics and Reducing Emissions

 

Another critical element of sustainability in e-commerce is the optimization of logistics and delivery processes. The rise of same-day delivery and on-demand logistics has led to an increase in the number of delivery vehicles on the road, contributing to carbon emissions and traffic congestion. Seamless KSA 2024 highlighted the role of AI and big data in optimizing delivery routes, reducing fuel consumption, and minimizing the environmental impact of logistics.

 

According to a 2024 study by PwC, optimizing last-mile delivery operations through AI-powered route planning and electric vehicle (EV) adoption could reduce carbon emissions from e-commerce logistics by 25% in the Kingdom. Several e-commerce companies are already experimenting with electric delivery vehicles and alternative energy solutions to power their logistics networks.

STC Pay CEO Ahmed Al-Enizi spoke at the event, stating, “The future of e-commerce logistics is sustainable. By adopting electric delivery vehicles and leveraging AI to optimize delivery routes, we can not only reduce our operational costs but also significantly lower our environmental impact.”

 

Additionally, drone delivery is emerging as a futuristic solution for reducing emissions in last-mile delivery. Though still in the testing phase, drone delivery has the potential to revolutionize logistics in Saudi Arabia by cutting delivery times and emissions. Seamless KSA 2024 showcased several drone technology demonstrations, highlighting the potential of this technology to make e-commerce more environmentally friendly.

 

3. Renewable Energy Integration in E-commerce Operations

 

A major theme at Seamless KSA 2024 was the integration of renewable energy into e-commerce operations. As warehouses and fulfillment centers grow in size and scale, so do their energy consumption needs. To meet the demands of high-volume operations while adhering to Saudi Arabia’s environmental goals, many e-commerce companies are investing in solar power and other renewable energy sources to power their facilities.

 

Amazon Saudi Arabia, for example, announced at Seamless KSA 2024 that it plans to power its new fulfillment centers in Riyadh entirely with solar energy by 2026. Ronaldo Mouchawar, Vice President of Amazon MENA, said, “Sustainability is central to our operations. By integrating renewable energy into our facilities, we are not only reducing our carbon footprint but also supporting Saudi Arabia’s commitment to increasing renewable energy adoption.”

 

The Saudi Green Initiative, launched as part of Vision 2030, aims to increase the share of renewable energy in the Kingdom’s energy mix to 50% by 2030. E-commerce companies are aligning with this target by incorporating solar panels, energy-efficient lighting, and smart building technologies in their logistics centers, warehouses, and office spaces. These energy-efficient solutions not only reduce the environmental impact of e-commerce but also offer cost savings in the long run.

 

4. Promoting Circular Economy and Sustainable Consumer Behavior

 

Beyond operational changes, Seamless KSA 2024 also addressed the role of circular economy principles and promoting sustainable consumer behavior in the e-commerce space. A growing number of companies are introducing recycling programs, product refurbishment, and second-hand marketplaces to extend the life cycle of products and reduce waste.

 

For example, Mumzworld, a leading e-commerce platform for mothers and children, launched a recycling initiative that allows customers to return used baby products such as strollers and toys, which are then refurbished and resold at a discount. This not only reduces waste but also encourages consumers to participate in sustainable practices.

 

Hala Al-Tuwaijri, CEO of the Center for Sustainability and Waste Management, emphasized at the event, “E-commerce businesses have a responsibility to promote sustainable consumption. By adopting circular economy models and engaging consumers in recycling and reuse initiatives, we can reduce the environmental footprint of online shopping.”

 

Seamless KSA 2024 also highlighted the importance of educating consumers about the environmental impact of their purchasing decisions. Many companies now offer carbon-neutral or carbon-offset options at checkout, allowing customers to compensate for the carbon emissions generated by their purchases. This growing trend aligns with consumer demand for greater transparency and accountability from businesses regarding their sustainability efforts.

 

5. The Role of Government and Policy in Driving Sustainability

 

The Saudi government’s active role in promoting sustainability was a key topic at Seamless KSA 2024. Through various initiatives and regulatory frameworks, the government is encouraging e-commerce businesses to adopt sustainable practices. The Saudi Central Bank (SAMA), for instance, is working closely with fintech companies to integrate sustainable finance solutions that support environmentally conscious business practices.

 

In his opening remarks at Seamless KSA 2024, Mohammed Al-Jadaan, Minister of Finance, said, “The government is committed to creating a regulatory environment that encourages sustainability across all sectors, including e-commerce. By incentivizing companies to adopt green technologies and sustainable practices, we are ensuring that economic growth goes hand in hand with environmental stewardship.”

 

The National Renewable Energy Program (NREP), launched as part of Vision 2030, also plays a key role in the e-commerce sector’s transition to sustainability. The program encourages private companies to invest in renewable energy solutions and provides financial incentives for businesses that adopt sustainable energy practices.

 

Looking Ahead: The Future of Sustainability in Saudi E-commerce

 

The discussions and innovations showcased at Seamless KSA 2024 indicate that sustainability is no longer a peripheral concern for Saudi Arabia’s e-commerce sector. It is becoming a core component of business strategy, driven by both government initiatives and consumer demand. As Saudi Arabia continues to lead the MENA region in e-commerce growth, the integration of sustainable practices will be essential in ensuring the long-term success and resilience of the industry.

 

Technology as a Catalyst for Sustainable E-commerce

 

The role of technology, particularly AI, IoT, and blockchain, will be critical in accelerating the transition to sustainable e-commerce. These technologies are already being used to optimize supply chains, reduce emissions, and provide greater transparency in product sourcing and delivery. As these technologies continue to evolve, they will offer even more opportunities for e-commerce businesses to reduce their environmental impact and improve efficiency.

 

Consumer Demand for Sustainability

 

As eco-conscious consumers become a larger share of the market, businesses will need to meet their expectations by offering sustainable products, transparent supply chains, and environmentally friendly options. Companies that fail to address sustainability may face increasing pressure from both consumers and regulators, making it

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Tech for Accessibility: Startups Supporting People with Disabilities in Saudi Arabia

Ghada Ismail

 

Around the world, technology has become a catalyst for inclusion, transforming how people with disabilities engage with the economy, access education, and participate fully in society. From AI-powered communication tools to digital accessibility platforms and supported employment systems, innovation continues to dismantle barriers that once constrained opportunity.

In Saudi Arabia, this global wave of accessibility tech is gaining unique momentum. With Vision 2030 emphasizing social inclusion, human empowerment, and digital transformation, there’s a growing recognition that technology must work for all citizens, including the millions who live with disabilities. What was once mainly the responsibility of public institutions and NGOs is now increasingly being advanced by startups and mission-driven organizations harnessing technological solutions to improve the quality of life and economic participation for people with disabilities.

This article examines the evolving Saudi accessibility tech landscape, highlighting key innovations, market dynamics, real-world examples, regulatory and social context, and the road ahead.

 

Market Overview: Accessibility Innovation in Saudi Arabia

Saudi Arabia’s accessibility ecosystem still sits at an early but accelerating stage. Traditional assistive solutions—like mobility aids and localized special education tools—are now converging with digital services, AI-driven platforms, and inclusion-focused solutions designed for broad scalability.

Across the spectrum:

  • Digital accessibility is becoming a priority as more services move online.
  • Assistive technology empowerment is expanding beyond hardware into software and training.
  • Employment and skills programs are pairing digital tools with economic integration.

Despite this progress, challenges persist. These include limited local datasets for Arabic-native accessibility AI models, a scarcity of venture funding specifically earmarked for assistive technology, and ongoing gaps in awareness among private sector adopters. Yet Saudi Arabia’s digital-first trajectory, coupled with supportive government frameworks, creates fertile ground for further innovation.

 

Startup and Organization Profiles: Leaders in Accessibility

Advanced Access 

Advanced Access is a Saudi company dedicated to making digital platforms—websites, apps, and services—fully inclusive and usable by people of all abilities. Its core offering is digital accessibility auditing and consulting, combining automated and manual testing to identify barriers and guide organizations toward international accessibility standards. Beyond compliance, Advanced Access supports strategy development, training, and continuous improvement to ensure digital services are equitably accessible to users with visual, motor, cognitive, or sensory impairments. 

Importantly, Advanced Access aligns with Vision 2030’s goal of building a truly inclusive national digital ecosystem, positioning Saudi Arabia as a leader in digital accessibility. 

 

Tawasal Association for Assistive Technologies 

Tawasal is a pioneering association in Saudi Arabia focused on harnessing modern devices and software to improve everyday life for people with disabilities. Licensed by the National Center the Non-Profit Sector, the organization provides assistive devices, technology project support, and consultation tailored to individual needs and functional impairments. 

Rather than functioning solely as a product vendor, Tawasal acts as an integrator, connecting users with adaptive technologies (like communication devices or smart mobility aids), offering training, and facilitating community awareness about tech adoption. Its mission, “Better Technology, Easier Life,” reflects a holistic approach where technology meets real-world needs, especially among individuals who may struggle to access mainstream solutions otherwise.

 

Qaderoon Foundation 

While Qaderoon is a nonprofit rather than a classic tech startup, it plays a crucial role in the accessibility ecosystem by marrying digital inclusion with workforce integration. Based in Jeddah, Qaderoon focuses on rehabilitation, training, and employment opportunities for people with disabilities, equipping them with the skills and tools necessary to thrive in the modern job market. 

Its services include job placement portals, professional training programs, and workplace readiness initiatives that emphasize not just employment but sustained participation and independence. Qaderoon acts as a bridge between talent and opportunity, ensuring that accessibility tech and inclusive employment go hand in hand. 

 

Technological Innovations in Accessibility

Across these initiatives, specific technological threads are emerging:

  • Accessibility Standards and Digital Audits: Tools and processes that evaluate and fix digital barriers, ensuring compliance with accessibility guidelines and making online content usable for screen readers and adaptive interfaces.
  • Assistive Devices and Software: Adaptive technologies—from communication aids to mobility supports—are central to Tawasal’s mission, enabling users to overcome physical or functional barriers in daily life. 
  • Web and App Usability Enhancements: Modern UX design infused with accessibility considerations (contrast modes, keyboard navigation, alternative text protocols) helps digital services become universally accessible. 
  • Employment Tech Platforms: Digital recruitment and training systems support economic inclusion, bridging gaps between talent and opportunity for people with disabilities. This model is central to Qaderoon’s operations. 

Although AI-specific tools for people with disabilities (e.g., sign language recognition or predictive text for communication disorders) are not yet prominently developed by these organizations, the foundation they are building—especially in accessible digital frameworks—sets the groundwork for future AI-driven solutions.

 

Social and Regulatory Environment

Saudi Arabia’s regulatory landscape is evolving rapidly. National strategies and quality-of-life programs emphasize inclusion, accessibility, and technology empowerment. Digital platforms used by the government are increasingly expected to meet accessibility standards, creating demand for services like those offered by Advanced Access.

Meanwhile, nonprofits like Tawasal and Qaderoon benefit from government recognition and licensing, an indicator of institutional support for inclusive initiatives.

Social attitudes toward disability are also shifting. Where access was once framed primarily as a welfare issue, it is now increasingly positioned as a matter of civil inclusion and economic participation. This cultural change—amplified by awareness campaigns and visibility of people with disabilities in public life—creates a more fertile environment for accessibility innovation.

 

Future Outlook: Growth Ahead

Looking forward, Saudi Arabia’s accessibility tech sector is poised for expansion in several key directions:

  • AI-Driven Accessibility Tools: As data ecosystems grow, there’s potential for AI models tailored to assistive use cases (e.g., Arabic-language speech recognition or predictive text for alternative communication).
  • Accessible Government Services: With digital transformation underway across the public sector, accessibility compliance could become a basic requirement, boosting demand for auditing and consulting services.
  • Inclusive Employment Platforms: Digital platforms linking people with disabilities to jobs—and supporting employers in creating accessible work environments—could proliferate alongside Saudi labor reforms.
  • Cross-Sector Innovation: Integrations between healthtech, smart mobility, and digital inclusion promise hybrid solutions that enhance independent living.

To sustain this momentum, collaboration will be key. Startups, nonprofits, government agencies, tech giants, and investors must work together—sharing data, co-developing solutions, and scaling what works.

 

Conclusion

Technology’s potential to empower people with disabilities in Saudi Arabia is no longer theoretical; it is tangible, actionable, and growing. Organizations like Advanced Access, Tawasal, and Qaderoon demonstrate how digital inclusion can intersect with real-world impact, from accessible websites to assistive technologies and inclusive employment.

By continuing to invest in technology built with and for people with disabilities, Saudi Arabia can not only close persistent gaps in accessibility but also unlock new avenues for dignity, independence, and participation for all.

Saudi resale revolution: how secondhand market is reshaping e-commerce

Noha Gad

 

The e-commerce sector in Saudi Arabia has settled into a stable, high-growth era, driven by increased opportunities for e-commerce players and a continued rise in consumer preference for innovative new payment methods, ranging from Buy Now, Pay Later (BNPL) to crypto and digital wallets. According to the latest report released by the Ministry of Commerce, the e-commerce sector experienced a 5% increase in existing registrations during the third quarter (Q3) of 2025, reaching 41,816 registrations, compared with 39,769 in Q3-24. Another report published by Modor Intelligent indicated that the e-commerce market size in Saudi Arabia reached $27.9 billion in 2025, and is projected to grow at a compound annual growth rate (CAGR) of 11.9% between 2026 and 2031. The re-commerce sector emerged rapidly across the Kingdom, transforming the way consumers buy and sell pre-owned goods. Fueled by a large, connected youth population and a booming e-commerce ecosystem, buying and selling pre-owned goods through specialized applications and online platforms moved from a niche practice to a mainstream economic activity. 

Digital marketplaces are redefining value for Saudi consumers, offering access to high-quality secondhand electronics, fashion, furniture, vehicles, and real estate units with unprecedented convenience and security. This tech-driven sector not only unlocks significant economic value for individuals and entrepreneurs but also aligns with national priorities by promoting a more circular economy and sustainable consumption patterns in alignment with Vision 2030.

Resale in Saudi Arabia primarily refers to the informal buying and selling of pre-owned goods through digital platforms, such as Haraj, Soum, Kayishha, Syarah, Dubizzle, and OpenSooq, where transactions rely on personal trust, direct negotiation, and minimal platform intervention. This model dominates for everyday items, such as used furniture, cars, and mid-range fashion, often lacking formal quality checks or warranties.

The re-commerce market in Saudi Arabia is expected to grow annually by 15.8% to record $1.75 billion in 2025. According to a recent report published by ResearchAndMarkets, the market is expected to grow at a CAGR of 13.3% between 2025 and 2029 to reach $2.88 billion by the end of 2029. This growth will be fueled by a mix of economic drivers, policy support, and digital infrastructure and payment readiness

Rising living costs amid aspirational spending made pre-owned goods a practical choice for electronics, fashion, and appliances, especially as new luxury items strain budgets for the Kingdom's young urban professionals. This shift is evident in the rapid growth of electronics trade-ins and fashion resale, where affordability meets desire without compromising perceived quality. Additionally, re-commerce aligns perfectly with Vision 2030’s circular economy targets by extending product lifecycles, appealing to a rising eco-conscious demographic that views resale as both sustainable and patriotic.

High smartphone penetration, advanced logistics, and widespread digital wallets enabled key players in the Saudi market to offer seamless transactions. Trust mechanisms such as escrow, buyer protection, and cash-on-delivery (COD) options bridge cultural preferences for secure deals. This infrastructure, combined with social media's influence, accelerates peer-to-peer (P2P) and B2C models, making Saudi Arabia a frontrunner in regional re-commerce maturity.

Saudis have long embraced resale through trusted informal channels, but digital platforms now focus on structure, quality assurance, and scale to evolve the market.

 

Key players in the Saudi market

  • Haraj: Established in 2007, Haraj is a Saudi marketplace for all goods, cars, real estate, and electronics. It initially focused on cars, then moved to real estate, and ended up being the one-stop shop for all classifieds in the Kingdom. Receiving over half a million visitors daily, Haraj applies the world's latest technologies at the back-end to provide developers with a great environment to learn and empower entrepreneurs to build a strong base before expanding the market.
  • Soum: One of the leading marketplaces for secondhand electronics in Saudi Arabia that enables users to buy, sell, and discover various products, including desktops, laptops, tablets, smartwatches, cameras, headphones, and more. This first-of-its-kind unified national application enables both small and medium-sized enterprises (SMEs) and individuals to sell in its marketplace, leveraging its wide network that covers over 150 Saudi cities.
  • Kayishha: A reliable car buying company in Saudi Arabia that helps car sellers sell their used cars in a hassle-free manner, regardless of their make, model, age, or condition. Using a safe and transparent car-selling process, Kayishha enables sellers to sell their cars in just 30 minutes.
  • OpenSooq: The leading mobile-first classifieds marketplace in the Middle East and North Africa (MENA) region that allows users to buy, sell, and trade a wide variety of goods and services. It enables user-to-user real-time chat and allows each user to build their own profile.

 

Saudi consumer engagement with the resale market is a significant and growing trend, primarily driven by a generational shift where younger buyers prioritize value and sustainability over pristine newness. Tech-savvy youth are the primary adopters of digital resale platforms, using them for value-driven purchases and to generate side income. In the context of high costs for new vehicles, electronics, and branded goods, the resale market serves as a strategic channel for cost-conscious consumers to access quality products. However, quality and counterfeiting fears persist, particularly for fashion and tech. 

The resale market in the Kingdom faces several distinct challenges that affect its scalability, trust, and user experience. Major challenges include:

  • Lack of standardization: In open-market platforms, product grading, condition descriptions, and imagery are not standardized, leading to buyer-seller disputes and hesitation.
  • Counterfeit and misrepresented goods: Particularly in high-value segments like luxury fashion, electronics, and automotive parts, verifying authenticity and accurate condition descriptions remains a significant hurdle.
  • Seller accountability: Ensuring reliable seller behavior, honest representation, and safe transaction completion can be difficult on P2P platforms without robust mediation systems.
  • Returns and refunds complexity: Establishing fair and clear return policies for used items is a persistent operational and customer service challenge.
  • Consumer protection gaps: The legal framework for disputes in private online sales is less clear than for registered e-commerce businesses, potentially leaving buyers and sellers vulnerable.

Additionally, challenges center on building systematic trust, streamlining complex operations, and changing deep-seated consumer habits. Addressing these issues through technology, standardized services, and clear regulations is instrumental for the Saudi resale market to mature from a popular informal exchange into a structured, high-growth segment of the retail economy.

Finally, Saudi Arabia’s e-commerce landscape is advancing on two dynamic fronts: the mature expansion of traditional e-commerce and the rapid emergence of re-commerce. Together, they are fundamentally reshaping the Kingdom’s retail economy, driven by digital adoption, youthful demographics, and alignment with Vision 2030's economic diversification and sustainability goals. The re-commerce sector evolved from informal P2P trading into a structured, high-potential market projected for significant growth. Digital marketplaces are driving this shift, moving the market toward greater convenience, trust, and scale. As these marketplaces continue to innovate and integrate stronger trust mechanisms, they will not only capture greater market share but also redefine sustainable consumption for a generation.

How Startups Can Use Gamification to Supercharge Their Marketing

Ghada Ismail

 

In a competitive digital landscape, grabbing attention and keeping users engaged is tougher than ever. Traditional marketing tactics alone often fall short in capturing long-term interest. This is where gamification—the practice of applying game mechanics to non-game experiences—comes in. By making interactions fun, interactive, and rewarding, gamification transforms ordinary campaigns into experiences that motivate, engage, and create loyalty.

 

What is Gamification?

Gamification involves integrating elements like points, badges, levels, challenges, leaderboards, and rewards into marketing, apps, or digital platforms. It leverages human psychology by tapping into natural drivers such as achievement, progress, recognition, and competition. When users feel motivated by these triggers, they are more likely to take the actions you want as a business owner, including signing up, sharing content, purchasing, or returning regularly. In short, gamification is about making engagement both enjoyable and purposeful.

 

1. Understand Your Audience

Not all users respond to the same incentives. Some are motivated by competition and social recognition, while others seek personal achievement, mastery, or tangible rewards. Startups need to research and segment their audience to understand these motivations. By aligning gamification mechanics with user preferences, you create experiences that feel meaningful rather than gimmicky, increasing the likelihood of consistent engagement.

 

2. Set Clear Objectives

Gamification should be integrated into a broader marketing strategy, not treated as a standalone tactic. Every gamified element should tie back to specific business goals. For example, if your aim is to grow your email list, the gamification should reward sign-ups or referrals. If your goal is repeat purchases, points, or progress tracking tied to buying behavior can encourage loyalty. Clearly defined objectives also allow you to measure success, adjust strategies, and ensure your gamification delivers tangible results.

 

3. Incorporate Game Mechanics Thoughtfully

Choosing the right mechanics is essential. Gamification tools like points, badges, levels, challenges, leaderboards, and progress bars can all enhance engagement, but only if they are implemented thoughtfully. Points and rewards incentivize specific actions, while badges and levels recognize achievement and create a sense of progress. Leaderboards foster healthy competition, challenges encourage ongoing interaction, and progress bars visually track advancement, keeping users motivated and invested over time.

 

4. Make It Social and Shareable

Humans are inherently social creatures, and gamification thrives on social interaction. When users can share achievements, invite friends, or compete with peers, engagement naturally increases. Social features also amplify the reach of your campaigns, turning users into organic promoters of your brand. Encouraging friendly competition or cooperative challenges can transform a passive marketing experience into an interactive, community-driven journey.

 

5. Tie Rewards to Real Value

Rewards are only effective when they feel worthwhile. They don’t always need to be financial; recognition, early access, exclusive content, or digital perks can be equally compelling. The key is that rewards align with user interests and reinforce desired behaviors. When users perceive genuine value in the rewards, they are more likely to participate and remain engaged.

 

6. Test, Measure, and Iterate

Gamification is not one-size-fits-all. Continuous monitoring, testing, and refinement are essential to maintain effectiveness. Startups should track engagement metrics, experiment with different mechanics, and respond to user feedback. Iteration ensures that gamified experiences evolve alongside user behavior and market trends, keeping your marketing strategy relevant and impactful.

 

Wrapping Things Up…

Gamification can transform traditional marketing into interactive, engaging experiences that drive meaningful actions and foster loyalty. For startups, it offers a cost-effective way to increase user engagement, encourage repeat interactions, and differentiate your brand. By focusing on audience motivations, setting clear goals, thoughtfully implementing game mechanics, creating social interactions, providing meaningful rewards, and iterating based on feedback, startups can use gamification to deliver campaigns that are both fun and results-driven.

Unlocking startup profits: master MROI to turn marketing spend into growth

Noha Gad

 

Startups often struggle with limited budgets while pursuing rapid growth, relying on lean marketing approaches such as growth hacking, content marketing, and digital channels to maximize revenues. These strategies prioritize low-cost, high-impact tactics such as social media virality, SEO-driven inbound leads, and influencer partnerships over traditional mass advertising. Therefore, marketing return on investment (MROI) became crucial as it evaluates how effectively these efforts translate spending into profitable revenue.

 

What is marketing ROI?

Marketing ROI is a performance measure used to evaluate the efficiency of a marketing campaign or to compare the efficiency of different campaigns, helping marketers understand what is working, what is not, and where to adjust. It is a critical metric for proving marketing’s impact on growth and making smarter budget decisions.

It refers to all profit and revenue growth from all marketing channels, which may include email marketing, social media marketing, digital marketing, and any other type of marketing.

MROI contributes to assessing broader value, such as customer engagement, brand visibility, and long-term impact, by evaluating how different channels and campaign types boost business growth. It also helps startups build a strategy that delivers both short-term results and long-term gains.

 

Marketing ROI = (Revenue Generated from Marketing - Cost of Marketing) / Cost of Marketing 

 

Startups and companies can track marketing ROI by evaluating the cost ratio or efficiency ratio. This formula calculates how much money is generated for every marketing dollar spent. An efficient marketing campaign may result in a cost ratio of 5:1—that is, $5 generated for every $1 spent, with a simple marketing ROI of 400%. 

Early-stage companies typically aim for MROI benchmarks of 3:1 to 5:1, adapting as they scale from acquisition-focused tactics to retention-driven models. It shifts focus from vanity metrics, such as impressions, to revenue realities, enabling data-backed pivots in volatile markets. 

 

Marketing ROI vs. traditional ROI

MROI fundamentally differs from traditional ROI in accounting terms due to the way each is classified and treated on financial statements. Traditional ROI applies to capital expenditures (CAPEX), where funds are invested upfront and depreciated over time, generating returns from long-term assets. Meanwhile, MROI treats marketing spend as operational expenditure (OPEX), expensed immediately in the current period rather than capitalized.

MROI divides incremental profit contribution after marketing costs by the full spend, ignoring asset depreciation since marketing does not create lasting balance sheet items. Traditional ROI, however, uses assets tied up in balance sheets, enabling residual income calculations that factor the minimum required returns on those assets. 

 

Why marketing ROI matters?

Marketing ROI illustrates how the company’s marketing is performing and its impact on the business. When MROI data shows which marketing channels are most effective and most profitable, companies can pivot their marketing spend to focus on those channels and reach more customers. The ability to quickly and clearly determine the most effective marketing tactics and channels is particularly important for SMEs, where budgets are more constrained, and value needs to be proven as fast as possible.

For C-suite executives, especially CMOs and CFOs, marketing ROI provides the financial justification for continued investment. For marketing teams, it offers the language and metrics to communicate value in terms that resonate throughout the organization and to facilitate cross-team collaboration.

In conclusion, mastering MROI empowers startups to navigate tight budgets with precision, transforming lean tactics, such as SEO, social media virality, and content marketing, into scalable growth engines that deliver measurable profits.

Unlike traditional ROI, which handles long-term capital assets depreciated over time, MROI treats marketing as immediate operational expenses, emphasizing short-term incremental gains without balance sheet complications. This distinction empowers faster pivots, sharper budget decisions, and stronger alignment between marketing and finance leaders.

Ultimately, startups that prioritize MROI foster a cycle of continuous optimization, which includes auditing campaigns regularly, relocating to top performers, and scaling what works. This not only justifies marketing's role to executives but also drives lasting customer acquisition, retention, and business success in competitive landscapes.

The Rise of Saudi Biotech: Startups Driving the Kingdom’s HealthTech Revolution

Ghada Ismail

 

Saudi Arabia’s push to diversify its economy under Vision 2030 has brought several sectors into sharp focus, but few are as strategically significant as biotechnology. Once viewed largely as a research-driven niche, biotech has now become a national priority—one that sits at the intersection of healthcare resilience, economic diversification, food security, and advanced manufacturing. At the heart of this shift is a growing cohort of startups working to translate scientific research into scalable, locally relevant solutions.

While Saudi Arabia’s biotech startup ecosystem remains relatively young compared to established global hubs, momentum is building quickly. Government-backed accelerators, evolving regulatory frameworks, and stronger collaboration between academia, hospitals, and industry are laying the foundations for a homegrown life sciences sector with regional—and potentially global—reach.

 

Why Biotech Matters to Saudi Arabia

Biotechnology holds a unique position in Saudi Arabia’s long-term economic planning. Beyond innovation, it addresses structural national challenges. The Kingdom faces a high prevalence of chronic conditions such as diabetes, cardiovascular disease, and inherited disorders, while remaining heavily dependent on imported pharmaceuticals and biologics—an exposure highlighted during recent global supply chain disruptions.

In response, Saudi Arabia launched its National Biotechnology Strategy in January 2024, aiming to localize biopharmaceutical manufacturing, strengthen research and development capabilities, and attract global partnerships. Closely aligned with Vision 2030, the strategy supports broader goals, including knowledge transfer, high-value job creation, and non-oil GDP growth.

Startups play a central role within this framework. Unlike large pharmaceutical companies, early-stage ventures are inherently agile, able to experiment with novel technologies and address niche or underserved health needs. In Saudi Arabia, many are focusing on solutions tailored to regional disease profiles, giving them both local relevance and long-term competitive potential.

 

The Rise of Saudi Biotech Startups

Although still limited in number, Saudi biotech startups are expanding rapidly in scope, spanning diagnostics, therapeutics, genomics, regenerative medicine, and antimicrobial innovation. Many have emerged from university research environments or were founded by Saudi scientists returning from abroad with international experience.

One of the most closely watched areas is diabetes innovation, driven by the Kingdom’s high disease prevalence and the strategic need to localize essential treatments. Plansulin, a Riyadh-based startup founded in 2020, is developing plant-based insulin as an alternative to conventional biologics manufacturing. By using plants as biofactories, the company aims to reduce production costs, lower environmental impact, and improve the sustainability of insulin supply. Plansulin is part of the inaugural cohort of startups selected for the Ministry of Health’s Biotech Accelerator, reflecting its alignment with national healthcare and innovation priorities.

Another startup attracting attention is cellNUA, which operates at the intersection of nanomedicine and immunotherapy. The Saudi arm of the Ireland-based company draws inspiration from natural immune mechanisms—particularly those found in honeybees—to inform its therapeutic development. Through its Beemar platform, cellNUA explores comparative genomics and bio-inspired nanomolecules to develop next-generation vaccines, antivirals, and immune-modulating therapies. While still in early development stages, the company exemplifies the type of science-driven innovation policymakers are keen to nurture.

Vaccine development is also gaining traction. SAGEbio is working on next-generation vaccine and therapeutic protein platforms designed to improve efficacy and scalability. Its novel antigen platform, co-developed with King Abdullah University of Science and Technology (KAUST), aims to enhance vaccine manufacturing and delivery. The startup’s lead COVID-19 vaccine candidate is advancing toward Phase 1 clinical trials, highlighting efforts to build local capabilities for future pandemic preparedness.

 

Genomics and Precision Medicine Take Center Stage

Genomics has emerged as one of Saudi Arabia’s most promising biotech verticals, supported by initiatives such as the Saudi Genome Program, which is building one of the region’s largest population-specific genetic databases. This infrastructure is creating fertile ground for startups focused on precision diagnostics and personalized medicine.

Novo Genomics, founded in 2022, is one such company. Based in Riyadh, it specializes in advanced genetic diagnostics, including circulating tumor DNA testing and polygenic risk scoring tailored to Saudi and Middle Eastern populations. By grounding its technology in local genomic data, Novo Genomics addresses a key limitation of imported diagnostic tools that are often trained on non-representative datasets.

Similarly, NanoPalm is developing advanced delivery technologies, including lipid nanoparticle systems that improve the effectiveness of genetic and RNA-based therapies. As global biotech increasingly shifts toward gene-based treatments, delivery mechanisms have become as critical as the therapies themselves, making NanoPalm’s focus particularly timely.

Early detection is another growing focus. KaRama Bio is working on early-stage disease detection technologies, reflecting a broader shift toward preventive and predictive healthcare. Early diagnosis remains one of the most effective ways to reduce long-term healthcare costs and improve patient outcomes, particularly in oncology and chronic disease management.

 

Regenerative Medicine and Novel Therapeutics

Beyond diagnostics, Saudi biotech startups are also exploring regenerative medicine and alternative therapeutic approaches. MammoStem focuses on stem cell-based solutions aimed at tissue regeneration and recovery, particularly following surgical or chronic conditions. While regenerative medicine is complex and heavily regulated, it holds significant long-term potential as populations age and demand for restorative therapies increases.

Antimicrobial resistance represents another strategic frontier. With antibiotic resistance widely recognized as a global health threat, PhageTech is developing bacteriophage-based solutions as alternatives to conventional antibiotics. Although phage therapy remains relatively niche, renewed global interest suggests that local innovation in this space could position Saudi Arabia as a regional leader.

 

Building the Ecosystem: Accelerators and Institutions

Biotech startups do not operate in isolation, and Saudi Arabia has begun addressing one of the sector’s biggest barriers: ecosystem support. A major milestone was the launch of the Kingdom’s first dedicated Biotech Accelerator by the Ministry of Health in partnership with global life sciences incubator BioLabs. Announced at the BIO International Convention, the accelerator provides mentorship, lab access, commercialization guidance, and global networking opportunities.

Earlier-stage support has also come from the Badir Biotechnology Incubator, under King Abdulaziz City for Science and Technology (KACST), which has played a foundational role in translating research into viable biotech companies through funding, technical support, and industry connections.

Complementing these initiatives, Dammam Valley launched its Biotech Startups Programme to bridge the gap between research and commercialization. Developed in partnership with Imam Abdulrahman bin Faisal University, Saudi Aramco, multiple ministries, the Future Investment Initiative Institute, and Sadara Petrochemical Company, the program supports startup creation, technology localization, and access to investment aligned with the National Biotechnology Strategy.

On the manufacturing front, Saudi Biotechnology Manufacturing Company (SaudiBio) is laying the groundwork for scalable biopharmaceutical production. The company operates the Kingdom’s first GMP-certified sterile fill-and-finish facility for biologics, including insulin and biosimilars, enabling startups to transition from lab-scale innovation to commercial readiness.

Private capital is also beginning to play a larger role. Founded in 2024, Biotech Innovations Co (BIC) represents a new wave of private-sector investment into biologics, vaccines, and gene therapy R&D, helping anchor startups within a broader industrial value chain.

 

Regulatory Progress and Remaining Challenges

Despite rapid progress, Saudi Arabia’s biotech ecosystem still faces structural challenges. Biotechnology is capital-intensive, with long development timelines and complex regulatory requirements. Access to late-stage funding, particularly for clinical trials, remains limited, and navigating approvals can be challenging for first-time founders. Talent availability is another constraint, as advanced biotech R&D requires specialized expertise that is still developing locally.

These challenges, however, are not unique to Saudi Arabia. What distinguishes the Kingdom is the scale of state commitment to addressing them through coordinated policy, funding, and international collaboration.

 

Looking Ahead: From Emerging Market to Regional Hub

Saudi Arabia’s biotech startup scene may still be emerging, but its trajectory is clear. With strong government backing, growing private-sector involvement, and a focus on locally relevant health challenges, the Kingdom is laying the foundations for a sustainable life sciences economy.

Over the next decade, success will depend on startups’ ability to scale, attract long-term investment, and integrate into global biotech value chains. If these conditions are met, Saudi Arabia could evolve from a consumer of biotechnology into a regional—and eventually global—contributor to life sciences innovation.

In that sense, biotech startups represent more than another Vision 2030 initiative. They signal a deeper shift in how the Kingdom approaches health, science, and economic resilience.