In Jeddah, a relatively young startup called Doos has been quietly redesigning what “last-minute shopping” looks like for Saudi families. Now, it’s getting a powerful new backer: Jahez, the on-demand services giant best known for food delivery.
Doos has secured a strategic, undisclosed investment from Jahez International Company for Information Systems Technology, in a deal that ties together one of the Kingdom’s largest delivery ecosystems with a curated, cloud-store-driven quick-commerce (q-commerce) player.
A Food-Delivery Giant Steps Beyond the Meal
Jahez built its brand connecting millions of users to restaurants across Saudi Arabia and has since expanded into broader on-demand logistics and services. The Doos deal is the clearest signal yet that the company wants a bigger role in everyday commerce—not just dinner time.
According to Jahez, the move aligns with its vision to extend its ecosystem beyond food delivery and create sustainable value across multiple verticals.
Strategically, the partnership allows Jahez to:
- Plug non-food quick-commerce directly into its existing user base and logistics rails
- Diversify revenue beyond restaurant orders
- Deepen its role in Saudi Arabia’s accelerating digital economy, in line with Vision 2030’s push to grow non-oil sectors
For Jahez, this is less a side bet and more a logical next chapter in its evolution from food-delivery app to everyday convenience platform.
Meet Doos: Curated Convenience, Not Just Speed
Founded in Jeddah in 2023 by Saudi entrepreneur Tala Al Sahsah, Doos sits in a different lane from generic “get-it-fast” apps.
The startup operates cloud stores in Jeddah and Riyadh, promising a locally tuned shopping experience that blends:
- Supermarket essentials and fresh produce
- Beauty, personal care and lifestyle products
- Gifts and trend-driven items sourced from both local and global brands
Instead of trying to stock everything, Doos positions itself as a thoughtful editor of what goes into the basket. Al Sahsah has described Doos as not just about fast delivery, but a carefully curated experience that understands Saudi families and stays ahead of trends.
That curation-led model matters in a market where plenty of apps can deliver quickly, but far fewer differentiate on assortment, discovery and brand feel.
Why Quick-Commerce Is Becoming a Saudi Power Play
The timing of this deal is not accidental. Saudi Arabia’s quick-commerce market is in the middle of a structural growth phase, driven by:
- Dense, fast-growing urban centers like Riyadh and Jeddah
- Rising household incomes and shifting consumer expectations
- High smartphone and internet penetration
- A cultural shift toward “on-demand everything” for both essentials and treats
As consumers grow used to tapping for everything from groceries to gifts, the winners in q-commerce won’t just be the fastest. They’ll be the ones that combine:
- Scale and logistics (Jahez)
- Taste and curation (Doos)
- A strongly local identity that resonates with Saudi households
The Jahez–Doos tie-up is a bet that Saudi quick-commerce 2.0 will be defined as much by what you offer and how it feels as by how fast you can get it to the doorstep.
Inside the Deal Logic: Infrastructure Meets Curation
From a product perspective, the partnership is designed to fuse:
- Jahez’s infrastructure: a mature tech stack, delivery fleet, payments, and national operations
- Doos’s front-end experience: curated catalogues, brand partnerships, and cloud-store operations
Together, the companies aim to improve:
- In-app experience and navigation
- Product discovery and merchandising
- Ultra-fast order fulfilment across more Saudi cities
For Doos, the upside is clear: plugging into Jahez’s logistics and reach can compress the timeline for nationwide expansion, without diluting its positioning as a premium-feeling, local-first brand.
For Jahez, this is a capital-efficient way to deepen exposure to non-food categories, learn from a curation-led operator, and unlock cross-sell opportunities between food and retail—think grocery add-ons to dinner orders, or lifestyle products bundled with routine essentials.
A Founder Playing the Long Game
Tala Al Sahsah represents a new generation of Saudi founders building at the intersection of convenience, wellness and lifestyle, combining operational depth with strong brand thinking.
With Doos, that shows up in choices such as:
- Tight control of the product mix rather than “infinite aisle” chaos
- Careful selection of global and local brands that sit naturally side by side
- A clear emphasis on Saudi family needs and cultural context
Her positioning of Doos as a curated, quality-focused platform aligns neatly with Jahez’s push toward more value-driven, long-term bets in the digital economy.
What This Means for Saudi Startups and Operators
Beyond the two companies involved, the deal offers several signals to founders and operators across the Kingdom:
- Quick-commerce is maturing, not peaking.
Strategic investments by listed players suggest q-commerce is moving from experimentation into consolidation and scale-up, especially in non-food categories. - Curation is becoming a competitive edge.
As logistics and delivery speed become more standardized, differentiation shifts to assortment, UX, and how deeply a platform understands a specific customer segment. - Ecosystem plays are in.
Platforms want to own more of the consumer’s daily journey—from meals and groceries to lifestyle and services—rather than sit in a single vertical. - Partnerships can outrun solo expansion.
For asset-lighter startups like Doos, plugging into an existing national infrastructure can radically accelerate expansion timelines—if they preserve brand identity in the process.
What to Watch Next
Over the next 12–24 months, a few indicators will show whether the thesis behind this deal is working:
- New city launches: How quickly Doos expands beyond Jeddah and Riyadh
- Category depth: Whether Doos doubles down on key verticals (grocery, beauty, lifestyle) or broadens too fast
- Experience quality: Delivery times, order accuracy and customer satisfaction as volumes scale
- Cross-platform synergies: How deeply Doos is integrated into the Jahez app experience, and vice versa
If execution matches intent, the partnership could help define what Saudi quick-commerce looks like in its next phase: fast, yes—but also curated, premium and quietly embedded into everyday life.
Editor’s Note — From the Startups MENA Team
At Startups MENA, we track the decisions that reshape how people in the region live, spend and build. Jahez’s investment in Doos is more than a funding announcement—it’s a lens into how Saudi Arabia’s consumer internet is evolving.
By pairing a listed, at-scale delivery ecosystem with a founder-led, curation-driven startup, this deal illustrates the next phase of the Kingdom’s digital economy: platforms are no longer competing only on speed, but on taste, trust and everyday relevance.
As Saudi Arabia’s quick-commerce market accelerates, the real question is no longer if consumers will shop this way—but who will own the moments that matter: the weekly grocery top-up, the last-minute birthday gift, the small lifestyle upgrade that turns into habit.
In that race, partnerships like Jahez and Doos don’t just chase demand—they help define it.
— The Startups MENA Editorial Team
