Jeddah based live shopping startup Rwaj has raised $1.2 million, equivalent to SAR 4.5 million, in a pre-seed funding round. The company plans to use the capital to scale its live social shopping and auction marketplace across the region. Investors participating in the round were not disclosed. The announcement positions Rwaj to strengthen its presence in a fast evolving social commerce sector.
Funding Strategy and Product Development
Rwaj will direct the new funding toward accelerating product development, advancing its technology stack, and supporting regional growth. The startup, founded in 2024 by Taher Alblowe, aims to bring livestream selling, auctions, payments, and shipping into a single platform. This integrated approach is central to its expansion strategy across Saudi Arabia and the wider Gulf Cooperation Council region.
How the Live Shopping Platform Works
Sellers can host livestreams and offer products at fixed prices or through timed auctions where buyers place bids in real time. Payments are held in escrow until buyers confirm delivery, which adds a layer of transaction security. Shipping is handled through integrated carriers, while buyers can pay using Mada, Apple Pay, or major cards.
Rather than limiting the marketplace to a single product category, Rwaj targets items that benefit from live demonstration. The platform includes social features that allow buyers to follow sellers, discover new merchants, and return to future livestreams. This approach helps sellers build a lasting audience that extends well beyond an individual stream.
Addressing Friction in Social Commerce
Live selling is already popular across Saudi Arabia and the Gulf, but much of that activity happens through social media. Sellers often collect orders through comments or direct messages and manage payments and fulfillment separately. Rwaj is building infrastructure around this existing behaviour to reduce operational friction for both buyers and sellers.
For sellers, this could substantially reduce the need to coordinate sales, payments, and shipping across separate channels. For buyers, escrow protection provides a transaction security layer that direct purchases arranged through social media often lack. Together, these features may support greater trust, encourage repeat participation, and strengthen Rwaj's overall value proposition.
Leadership Perspective
Taher Alblowe, founder and CEO, said the company was built so a seller can go live, sell at a fixed price or by auction, get paid, and ship without leaving the app. He added that buyers can purchase or bid knowing their money is protected until the item is in their hands. This vision reflects Rwaj's goal of becoming a social marketplace rather than a simple transaction platform.
Growth Signals and What to Watch
Rwaj's GCC wide seller network provides a regional expansion path, while its international buyer base could help sellers reach customers beyond home markets. The next phase will show whether Rwaj can convert existing social selling behaviour into sustained activity on its own platform. Key indicators include seller adoption, repeat buyer engagement, and the ability to scale integrated payments and shipping infrastructure.
Rwaj's $1.2 million pre-seed round marks a meaningful step toward formalising live commerce infrastructure in the Gulf. By combining livestreaming, auctions, escrow protected payments, and integrated shipping, the startup addresses common pain points in social selling. Its ability to attract sellers and retain buyers will determine how effectively it competes in the regional social commerce market.