Yamm: Building the missing layer of MENA ecommerce

At Vision Ventures, we back founders who go after hard, unglamorous problems; the ones that sit quietly in the critical path of scale. The best companies don’t just ride market growth; they remove the friction that eventually slows it down.
That’s why we invested in Yamm, a Saudi startup re-architecting how returns and exchanges work in MENA eCommerce.

The hidden bottleneck in ecommerce growth

Ecommerce in the Middle East is scaling fast. But beneath the headline GMV numbers sits a structural weakness: returns.
In MENA, return rates routinely reach 15-30%. For most merchants, handling those returns is currently a “black box.” There is a fundamental lack of structured processes and clear, visible return policies for the customer to see.
Without a transparent way to handle returns and refunds, the post-purchase experience becomes a source of anxiety rather than a service. This ambiguity doesn’t just frustrate customers; it actively hinders e-commerce growth by eroding the trust necessary for people to shop confidently.

Yamm: Turning a Cost Center into a Growth Lever

Yamm is not a shipping company, and it’s not just a returns dashboard. It’s an infrastructure layer for post-purchase trust.

Founded by Sultan Al-Subhi (CEO), Mohammed Alshalati (COO), and Hamadah Alkhaldi (CTO), Yamm gives merchants a fully automated system to manage returns and exchanges; end to end.

What stands out is how Yamm reframes the problem:

  • Prioritizing Exchanges over Refunds: One of the biggest drains on a merchant is the “Total Refund,” where marketing and shipping costs are lost alongside the sale. Yamm encourages and simplifies exchanges, enabling the store to provide a superior customer experience while retaining the revenue of the sale.

  • Instant Trust: Automated systems allow customers to receive credit or cash back the moment a return is initiated, driving up to 40% same-day repurchase rates.

  • Logistics Orchestration: Manual coordination is replaced with integrations across 50+ shipping providers and 3,000+ drop-off points across Saudi Arabia.
  • Returns Intelligence: Merchants finally get real data on why products are coming back, unlocking better merchandising and fewer future returns.

In short: Yamm turns returns from a loss into a retention engine.

Why We Invested

  1. Local-First Execution Advantage
    The Yamm team didn’t build a generic SaaS product and localize it later. They built from first principles for Saudi Arabia; understanding Ministry of Commerce compliance, local logistics constraints, and the realities of regional ecommerce platforms. Their backgrounds in logistics and technology show up in execution speed and product depth.
  2. A Natural Extension of the Ecommerce Stack
    As early investors in Salla, we’ve seen how dramatically store creation has been simplified. But reverse logistics remained unsolved. Yamm fills that gap cleanly. Its native integrations with platforms like Salla and Zid make it a force multiplier for the broader merchant ecosystem; not a bolt-on tool.
  3. Infrastructure for Consumer Trust
    Vision 2030 is accelerating a digital-first economy, but trust is the limiting factor. By reducing Ministry of Commerce complaints by up to 85% for partner merchants, Yamm isn’t just helping individual stores, it’s strengthening confidence in online commerce across the market.

Closing the loop

At Vision Ventures, we often talk about backing founders who create durable infrastructure before it’s obvious it’s needed.
Yamm is doing exactly that.
By making returns as seamless as checkout, they’re closing the loop on ecommerce in the Kingdom; and laying the groundwork for the next phase of regional retail growth.
We’re proud to partner with Sultan, Mohammed, Hamadah, and the entire Yamm team as they build the trust layer for the next generation of Saudi retail.