What is noon?

 

As previously introduced in our article series Popular marketplaces from around the globe, noon is a highly frequented online marketplace founded in Dubai and active in Saudi Arabia, the United Arab Emirates (UAE), and Egypt. The platform offers a wide variety of product categories, including fashion, beauty, electronics, toys, home and kitchen goods, and even groceries.

 

 

Screenshot of the homepage of noon.com

 

 

Noon in numbers

With around 23 million monthly visitors, noon is the second most popular online marketplace in Saudi Arabia and the UAE. In both countries, Amazon’s local domain (.sa and .ae) wins first place.

 

Noon reported a GMV of $1,874 million for 2025. This represents a significant, ca. 25% growth from the previous year, and analysts expect a further 10-15% increase for the 2026 end-of-year numbers. As for monthly revenues, noon averages around $165 million per month in 2026.

 

The platform’s success comes in a generally positive e-Commerce environment. The market is currently valued at $12.28 billion in the UAE and is projected to reach $21.18 billion by 2030, which corresponds to an annual growth rate of 11.52%.

 

Several government policies encouraging e-Commerce consumption provide a boost to the sector, including measures to increase the safety of online payments and strengthening consumer rights.

 

Cross-border commerce is also growing in the region. In this segment, consumers usually turn to Chinese platforms like AliExpress, Temu, and JD.com.

 

Find out all about cross-border commerce in Europe!

 

The new government policies build on a strong pre-existing digital foundation. Internet penetration in the UAE is over 99%, and the number of social media users amounts to 11.3 million. Considering that the country has a population of 11.68 million people, it’s safe to say that social media is popular in the UAE.

 

Cell phone penetration, however, is even higher: 21.9 million, which indicates that the overwhelming majority of the population has more than one cell phone. Be aware, though, that this figure includes all cell phone services, not only smartphones that are able to access the internet.

 

 

Online shopping habits in the United Arab Emirates

Electronics are the most popular products with online shoppers in the UAE. The purchase of electronics has surged by 31% compared to the previous year.

 

Analysts expect food products to experience a major growth in popularity in the e-Commerce sector. Shoppers often buy confectioneries, like cakes, sweets, biscuits, and chocolate products online. Considering the nature of these goods, speedy delivery is key. No wonder that platforms like SugarMoo that offer delivery within 45 minutes are popular with consumers.

 

 

Screenshot of the homepage of sugarmoo.com

 

 

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How noon works

Similarly to Amazon, noon can act both as a seller of products and a platform for third-party sellers. Shoppers can tell who they’re buying from if they look for the tag "Sold by …" on the product page. "Sold by noon" means that the marketplace itself is the seller, while "Sold by third-party seller" means that the vendor is a contractor who merely uses noon as a selling platform.

 

Third-party sellers can choose whether to use noon’s warehousing and shipping infrastructure. In this case, orders will be fulfilled by noon, and customers can enjoy the same perks as if they were ordering products sold by the platform itself. Selling partners can also choose to take care of their fulfillment, in which case they’re responsible for taking care of all those tasks.

 

noon offers various shipping speeds. noon Express, for example, promises 1-day deliveries in the UAE and 1-2 days in Saudi Arabia and Egypt. noon rocket, on the other hand, delivers goods from dark stores and gets them to the customer in 45 minutes. noon minutes is even faster: a smaller selection of items is available in certain areas in under 15 minutes.

 

Find out all about the rise of quick commerce!

 

As noon is a highly popular marketplace in its region, sellers wishing to enter the market and/or widen their reach should definitely consider offering their products on the platform.

 

For those wishing to register, noon promises a fast and convenient process. Registrants need to provide their contact information, including their email address and phone number, a government-issued ID, as well as their business registration data and trade license.

 

In return for providing a sales platform, noon charges a commission on each sale ranging from 4 to 27%, depending on the product category. For instance, fashion products are amongst the highest charged, while large appliances are typically near the lower end of the bracket.

 

Besides fulfillment, noon also offers advertising options, an easy-to-use interface, and dedicated customer service for selling partners.

 

 

Brand protection on noon

Although noon prohibits the sale of counterfeit goods, there are certain factors (e.g., the presence of third-party sellers) that elevate the risk of fake or grey market products still finding their way onto the platform.

 

Discover how grey market products appear on online marketplaces!

 

Red flags that indicate a counterfeit or grey market problem include suspiciously low-priced products, copyrighted product images featured on a product listing without your authorization, or a seller with whom you have no association offering your products for sale.

 

This means that relying on noon’s anti-counterfeit policy is not enough. You need to take active steps to protect your invaluable IP rights on the marketplace.

 

 

IP protection solutions on noon

First of all, make sure to register all your rights, including copyrights and trademarks, with the relevant authorities in your new target markets. This will give your rights the best basis of protection against any future infringements.

 

However, registration only gives you passive protection because it won’t find the actual cases of infringement that fraudsters can launch. For that, you need proactive brand protection measures, as offered by globaleyez.

 

Online monitoring is your first line of defence against infringing content. We monitor marketplaces, social media platforms, domain registries and registrars, app stores, and images to detect any and all kinds of content that could infringe on your IP rights. These include product listings, single webshops, ads, product pictures, social media posts, and much more.

 

Sometimes you need more information about the nature or origins of a certain product, or even its seller. A test purchase is the perfect solution for this issue because it gets you the actual product without exposing your identity and also reveals crucial information about its seller that you couldn’t get otherwise.

 

Grey markets usually form when there’s a leak in your distribution network. The aim of our partner compliance service is to uncover such leaks and to show you how your contracted business partners represent your brand.

 

Finally, we are also here to enforce your rights and demand the removal of any infringing content from noon, or any other corner of the internet.

 

 

Conclusion

For brands entering the lucrative markets of the UAE, Saudi Arabia, and Egypt, placing your products on noon is a must. But remember, for long-term success, protecting your IP rights is crucial.

 

Contact us and let’s set up a perfectly targeted action plan to safeguard your IP rights on noon, or anywhere else online!