Total Transactions
11.6M
Nearly half of all-time transactions occurred in 2025.
2025 share of all-time: 48%.
2025 Annual Report
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Nugttah 2025 Annual Report
From Orders to Everyday Routines
The Year in One Look
A year of scale, monetization, and habit formation!
2025 was a year of focused execution for Nugttah. We scaled nationwide to 11.6M transactions and 3.64M users, increased GMV to +26M GMV and revenue to +3.6M revenue, and lifted repeat behavior to 67.7% repeat rate. This confirmed deeper routine usage across Saudi Arabia.
Scale
Demonstrated national reach and platform maturity.
Users
3.6M
Active users powered Nugttah demand in 2025.
Drove everyday routines nationwide.
Active Locations
2,187
Live merchant locations across core categories.
Live merchant locations.
Cities Covered
34
Coverage in 34 cities nationwide.
Across Saudi Arabia.
Growth & Retention
Signaled monetization momentum and repeat habit formation.
GMV
GMV increased 184.45% year over year.
YoY +184.45%
Revenue
Revenue increased 186.6% year over year.
YoY +186.6%
Online Orders (YoY)
1.3M
Online pickup orders increased 171.85% year over year.
YoY +171.85%
Repeat Order Rate
67.7%
Repeat ordering reached 67.7% in 2025.
Growth Over the Year
Momentum in Orders and GMV (2025)
In 2025, Nugttah delivered consistent momentum across demand and value. Monthly and quarterly growth in orders and GMV reflected stronger habits, tighter execution, and higher platform reliability. The trend shows Nugttah’s shift from episodic usage to repeat, routine-driven engagement.
Quarterly GMV Growth (2025)
2× GMV in 2025.
Select a point to see GMV.
GMV increased every quarter as usage frequency and monetization deepened.
Quarterly Online Orders Growth (2025)
Orders rose each quarter.
Select a point to see orders.
Orders (Count)
Quarter
Orders accelerated quarter by quarter, signaling stronger habit formation and repeat usage.
Revenue Engine
How Nugttah generated revenue and built a diversified, scalable model.
Revenue Mix
2025 ActualsCommission revenue remained dominant, while subscriptions and account services improved predictability and mix visibility.
Who Uses Nugttah
Audience profile and geographic footprint
Core usage was driven by working-age, urban users nationwide.
Geographic Footprint
Gender Split
2025 Users
Female
60%
2.18M
Male
40%
1.46M
The 2025 audience skewed female, with women representing the majority of active users.
Age Distribution
Over 50% of users were aged 25–44.
Nugttah’s user base was balanced, concentrated in prime working-age cohorts, and active nationwide.
From Orders to Everyday Routines
Product Innovation in 2025
In 2025, Nugttah moved beyond transactional ordering toward a daily operating layer. The focus was clear: reduce friction, support real-world routines, and embed Nugttah into how customers moved and decided.
Ordering on the Move
CarPlay integration
Enabled drivers to discover nearby stores, place pickup orders, and track status safely while on the road. Built for commutes, school runs, and daily drives.
IMPACT
Reduced friction during peak commute hours.
Voice-First Ordering
Siri activation
Enabled Siri voice commands for fast, hands-free ordering. Nugttah stayed present in busy mornings and moments when speed mattered.
IMPACT
Increased repeat usage in time-constrained moments.
On My Way Discovery
Context-aware map
Showed nearby options on a live map, set a destination, and recommended stores along the route—turning Nugttah into a context-aware assistant.
IMPACT
Increased conversion with real-time guidance.
Streaks Motivation
Consistency loops
Rewarded consistent behavior with visible streaks that strengthened daily ordering and repeat engagement—building predictable routines.
IMPACT
Strengthened habit formation and retention.
These routines shifted Nugttah from transactional ordering toward habitual, investor-grade retention.
Wiser
Intelligence Behind Everyday Decisions
The intelligence layer that turns daily signals into clear actions.
Signal Clarity
Signals distilled into one clear decision.
Example: “Top 5 churn risks this hour.”
Guided Actions
Actions surfaced instantly, no guesswork.
Example: “Promote bundle in Zone 3.”
Compounding Impact
Every outcome sharpens the next decision.
Example: “Retention up 3.2% today.”
Detect
Recommend
Close the Loop
From anomalies to action in seconds.
Live insight
Nugttah in the Real World
In 2025, Nugttah strengthened its presence through community initiatives, partnerships, and industry participation. This chapter documented where Nugttah showed up and how visibility translated into trust.
Nugttah Tahawol Transformation Talks
A recurring initiative that brought cafe and restaurant owners together. It reflected Nugttah’s goal to enable entrepreneurs in the sector through shared learning and operational dialogue.
Riyadh and Khobar editions
Mawasem Nugttah
Seasonal campaigns launched with partners created movement in the market and delivered a different customer experience. Mawasem strengthened Saudi heritage through modern execution that connected identity to everyday routines.
Partnerships and Collaborations
Nugttah deepened ecosystem partnerships to scale ordering infrastructure, loyalty activations, and shared growth opportunities with aligned platforms.
Programs and Participation
Tech Founders Program, Singapore
Nugttah participated in the Tech Founders program under The Multiverse by CODE, organized by the Ministry of Communications and Information Technology, alongside 18 Saudi startups.
International Girls in ICT Day
Nugttah participated as part of initiatives supporting women in technology. The event highlighted Saudi women’s role in digital transformation and encouraged student participation in technology and entrepreneurship.
Exhibitions and Industry Presence
2025 showcase
LEAP 2025 Booth
LEAP was a defining presence in 2025, where Nugttah showcased customer experience and loyalty solutions and shared the platform vision for rewarding daily engagement.
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LEAP Startup Stage
Shahaleel AlYousef, Co-Founder and CTO, presented how Nugttah was redefining loyalty and strengthening customer engagement through everyday routines.
Biban Exhibition
Biban enabled direct conversations with business owners across regions, helping Nugttah understand operational needs and present a practical platform supporting growth and experience.
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NUMA by Nugttah
NUMA officially launched in 2025, built on experience since 2019 through Nugttah and its 4M+ customers. We did not start from zero. We built on proven expertise in loyalty, digital engagement, and growth in the beauty sector. Our 2025 focus was to validate market needs and service routines within a controlled scope.
34
Salons were live in market.
14,576
Appointments were booked across the NUMA network.
3,108
Customer-initiated bookings were recorded through the platform.
Paid appointment GMV.
Retail sales were recorded.
NUMA Launch Events
3 event highlights · 2025
What This Sets Up for 2026
2025 was a year of maturity and clarity. Nugttah strengthened the foundation, improved execution discipline, and embedded the product into everyday routines. In 2026, the focus is to deepen habit formation, scale reliability, and expand thoughtfully without losing operational control.
Depth of routine usage
Improve frequency by making Nugttah the default choice in daily moments that already exist.
Disciplined expansion
Expand only where Nugttah can win with focus, not breadth.
NUMA cross-sector expansion
Expand NUMA into adjacent sectors where its operational and insight-driven model can deliver clear, repeatable value.
Nugttah enters 2026 with clarity, discipline, and confidence!