Salla
Salla is a Saudi Arabia-based e-commerce platform — often called the Shopify of the Middle East — that lets merchants launch, operate, and grow Arabic-first online stores without code. Founded in 2016 in Makkah by Nawaf Hariri and Salman Butt, Salla now powers more than 80,000 active stores. The platform exposes a Merchant REST API (https://api.salla.dev/admin/v2), an OAuth 2.0 Partners authorization service, signed webhooks for the full storefront lifecycle, a Shipping and Fulfillment app contract, the Twilight theme engine and JavaScript SDK, the Salla CLI, and official starter kits for PHP/Laravel and Node.js/Express. Backed by Sanabil (PIF), STV, Investcorp, Vision Ventures, and Raed Ventures, Salla raised a $130M pre-IPO round in 2024.
APIs
Salla Merchant API
RESTful endpoints purpose-built for secure, fast, and easy access to Merchant data. Covers products, orders, customers, branches, brands, categories, coupons, currencies, langua...
Salla Apps API
Manages app settings, OAuth 2.0 authorization flow, access and refresh tokens, merchant user info, subscription lifecycle, and app event handling for apps installed from the Sal...
Salla Shipping and Fulfillment API
Enables shipping companies and fulfillment partners to manage and track shipments, shipping zones, pickup branches, and courier integrations for Salla merchant stores. Implement...
Salla Webhooks
Server-to-server event delivery covering order, product, customer, shipping, shipment, store branch, category, brand, abandoned cart, coupon, invoice, special offer, and review ...
Salla Twilight SDK
JavaScript SDK and Twig-based theme engine for the storefront. Provides helper methods and REST proxies that let merchant themes and embedded components communicate with the Sal...
Collections
Arazzo Workflows
Salla Abandoned Cart Recovery
Find abandoned carts, look up the shopper, and issue a recovery coupon.
ARAZZOSalla Catalog Taxonomy Setup
Create a brand and category, then create a product assigned to both.
ARAZZOSalla Upsert Customer
Find a customer in a page of results and update them, otherwise create a new customer.
ARAZZOSalla OAuth Token Exchange
Exchange an authorization code for an access token and confirm the merchant identity.
ARAZZOSalla Monitor and Audit Orders
List orders by status, then pull the full detail, history, and invoices for one.
ARAZZOSalla Create and Verify Product
Create a product, read it back, and confirm its generated SKUs.
ARAZZOSalla Upsert Product by SKU
Find a product by keyword and update it if it exists, otherwise create it.
ARAZZOSalla Shipment Lifecycle
Resolve a courier, create a shipment, read it back, and branch on whether to cancel.
ARAZZOSalla Shipping Zone Setup
Register a shipping company, create a delivery zone for it, and read the zone back.
ARAZZOSalla Webhook Subscription Setup
Inspect existing webhook subscriptions, subscribe to an event, and confirm registration.
ARAZZOPricing Plans
Rate Limits
FinOps
Salla Finops
FINOPSFeatures
Storefront builder with Arabic-first UX, RTL support, and localized payment, shipping, and tax integrations built for the GCC market.
REST API at https://api.salla.dev/admin/v2 covering products, orders, customers, branches, brands, categories, currencies, languages, coupons, taxes, abandoned carts, shipping, and store settings.
OAuth 2.0 authorization with 14-day access tokens and 1-month refresh window; scoped per app via the Partners Portal.
HMAC SHA-256 signed webhooks (X-Salla-Signature / X-Salla-Security-Strategy headers) for order, product, customer, shipping, shipment, store, category, brand, abandoned-cart, coupon, invoice, special offer, and review events — with per-subscription conditional rules.
JavaScript SDK plus Twig-based theme engine with pre-built web components (cart, checkout, login, search, product display) for storefront customization.
Command-line tool for scaffolding, developing, and publishing Salla apps and themes to the Partners Portal.
A Shipping and Fulfillment API contract that lets logistics providers plug directly into the Salla shipment flow.
First-class support for Saudi Arabia's ZATCA (Fatoora) e-invoicing QR code requirement via the official open-source PHP package.
Embedded SDK lets partner apps render inside the merchant dashboard; the Salla App Store distributes third-party apps to 80,000+ stores.
Native integrations with STC Pay, mada, Apple Pay, Tabby, Tamara, HyperPay, Mada Pay, Aramex, SMSA, DHL, J&T, and other regional payment and logistics providers.
Use Cases
Build custom apps published in the Salla App Store that extend merchant capabilities — inventory sync, order routing, marketing automation, ERP integration.
Sync orders, products, customers, and invoices to SAP, Oracle NetSuite, Odoo, Zoho Books, QuickBooks, or custom accounting systems.
Build custom Twilight themes or headless storefronts that render Salla catalog and checkout through a fully custom front end.
Logistics companies expose their pickup, label printing, tracking, and return surface as a Salla Shipping App to serve every merchant on the platform.
Subscribe to customer, order, and abandoned-cart webhooks to drive CRM, email, SMS, and WhatsApp campaigns through Mailchimp, Klaviyo, or in-house automation.
Use the Merchant API plus Naftiko capabilities to power AI agents that browse catalog, place orders, track shipments, and respond to merchant questions.
Generate the Saudi ZATCA Phase-1 / Phase-2 e-invoicing QR code on every receipt to remain compliant with Saudi Arabian tax authority requirements.
Integrations
Native STC Bank digital wallet payment option across all Salla-powered stores.
Buy-now-pay-later integrations widely used in the GCC market.
Apple Pay and the Saudi mada national payment network.
Regional payment gateways supporting cards, wallets, and bank transfers.
Pre-built shipping integrations for Saudi Arabia and GCC delivery.
Saudi Arabian Zakat, Tax and Customs Authority e-invoicing.
Customer notifications and conversational commerce.
Email and customer marketing automation.
Storefront pixels and conversion tracking for GCC-focused ad platforms.
Solutions
Merchants of any size launching an online store with Arabic-first UX, regional payments, and built-in logistics.
Developers and agencies building apps, themes, and integrations distributed through the Salla Partners Portal and App Store.
Logistics providers offering their service to 80,000+ merchants by implementing the Salla Shipping App contract.
Larger brands needing custom themes, dedicated infrastructure, and bespoke commercial terms.