Riyadh – Sharikat Mubasher: Saudi e-commerce platform Salla announced it has made a strategic investment in NML, a Saudi company that connects brands and online stores with traditional retail outlets.

As per Salla’s press release, this partnership aims to help Salla merchants expand beyond digital storefronts and place their products in physical retail locations across the Kingdom. NML has established partnerships with major retail outlets, allowing brands to access existing distribution networks without having to build their own infrastructure.

Salla said the investment supports its broader vision of creating an integrated commerce ecosystem where merchants can reach customers through both digital and physical channels.

Nawaf Hariri, Founder and CEO of Salla, said the investment represents a step toward enabling merchants to sell wherever commerce takes place.

Ehab Nusseir, CEO of NML, said the partnership will combine Salla’s merchant base with NML’s retail network and operational capabilities, creating new growth opportunities for brands.

Salla currently serves more than 65,000 active stores, with merchants generating over SAR 45 billion in sales.