How Mohammad Aldossary Built Sary, the B2B Platform that is Revolutionizing the Wholesale Industry in Saudi Arabia


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Saudi Arabia is an emerging market where visionary startups are taking shape. In the last decade, several passionate entrepreneurs introduced their products and services, which were essential for Saudi’s tech revolution. FMCG is one of the most active market segments, which keeps economic activities revolving around the clock. This is a major sector that was in the queue for technological advancements. Finding this gap, Mohammad Aldossary decided to take on this challenging task.

Mohammad Aldossary is the CEO and Co-founder of Sary, a B2B platform that connects small businesses to suppliers in Saudi Arabia. He is a visionary leader and a serial entrepreneur involved in several successful tech startups in the region. In this article, we will explore his journey, company, and achievements.

From Careem to Circ: Mohammad’s Early Career in Tech Startups

Mohammad Aldossary has a background in computer engineering and has worked as a software developer, project manager, and consultant for several companies, such as IBM, Accenture, and Saudi Aramco. However, his passion for innovation and technology led him to join the startup ecosystem in the Middle East.

He started his entrepreneurial journey when he worked with Careem, a ride-hailing company that was later acquired by Uber for $3.1 billion. He joined Careem in 2016 as a delivery manager and helped develop the delivery vertical in KSA. He also oversaw the launch of CareemNOW, a food delivery service that competes with the likes of Uber Eats and Talabat.

In 2019, he left Careem and joined Circ, a micro-mobility company that was later acquired by Bird, a US-based scooter-sharing company. He led the strategy for Circ in the KSA market and helped the company expand its operations and partnerships in the region.

Sary: A B2B Platform for Small Businesses in Saudi Arabia

In 2018, Mohammad Aldossary co-founded Sary with Khaled Alsiari, a former colleague from Careem. Sary is an online marketplace that enables small businesses, such as grocery stores and restaurants, to order products in bulk from wholesalers and manufacturers at competitive prices and with fast delivery. Sary aims to digitize and streamline the wholesale industry in Saudi Arabia and empower small businesses with data-driven insights and access to a wide range of suppliers.

Sary solves several pain points for small businesses, such as:

  • Lack of transparency: Small businesses often have to deal with multiple intermediaries and brokers who charge high commissions and fees and offer unreliable information and quality.
  • Lack of convenience: Small businesses have to spend a lot of time and effort finding and comparing suppliers, negotiating prices, and placing orders. They also have to deal with cash payments, delayed deliveries, and inventory management.
  • Lack of choice: Small businesses have limited options regarding suppliers and products and often have to settle for low-quality or outdated products.

Sary addresses these challenges by offering a one-stop shop for small businesses to order products in bulk from top brands and wholesalers, covering various categories such as food, beverages, cleaning, personal care, and stationery. The company also displays the latest offers and discounts from suppliers, allowing small businesses to save money and time. Sary accepts cash-on-delivery, online payment by Mada card, or e-bill through Sadad, giving small businesses more convenience and security. Sary delivers the orders within 24 hours, reducing the need for storage space and inventory management.

Sary also provides data-driven insights and access to a wide range of suppliers and products, helping small businesses optimize their operations and increase their sales. The company analyzes customer behavior, preferences, and feedback and helps small businesses tailor their marketing, pricing, and inventory strategies. It also enables small businesses to create a virtual store and offer a seamless online shopping experience to their customers.

Sary’s Growth and Expansion

Since its launch, Sary has grown rapidly and raised $67.6 million in funding from various investors, including STV, Raed Ventures, MSA Capital, and Rocket Internet. Sary has over 250 employees and serves more than 30,000 businesses across 13 cities in Saudi Arabia.

Sary has also expanded its product offerings to include SaryPay, a digital wallet for B2B transactions, and Sary Academy, a training program for small business owners. SaryPay enables small businesses to pay and get paid instantly and securely, without the hassle of cash or bank transfers. SaryPay also offers credit and installment options for small businesses, improving their cash flow and liquidity. Sary Academy provides courses and workshops on topics such as marketing, accounting, and customer service, enhancing the skills and knowledge of small business owners.

Mohammad’s Awards and Achievements

Mohammad Aldossary has been recognized as one of the 11 Saudi entrepreneurs shaping Saudi Arabia’s future by Al Bawaba and one of the 100 most influential people in Saudi Arabia by Arabian Business. He has also won several awards and competitions, such as the MIT Enterprise Forum Arab Startup Competition, the Startup Turkey Challenge, and the Arabnet Riyadh Startup Battle.

Mohammad Aldossary is a role model and a mentor for aspiring entrepreneurs in the region. He is passionate about innovation and technology and believes that Sary can transform the wholesale industry and the small business sector in Saudi Arabia and beyond.


“As pioneers, we don’t cut corners and continue to push the envelope for rooted inefficiencies in the supply chain.”

“Empowerment to our customers and partners comes from within the organization.”

ALSO READ: Top 10 Most Influential Leaders in Saudi Arabia, 2024



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