How to Sell on Noon UAE: Fulfilment, Delivery and Seller Logistics Explained
To sell on Noon in the UAE, you need a UAE trade licence that allows trading, selling, or manufacturing (an e-commerce licence is also accepted). Register at sell.noon.com, submit your ID, VAT certificate or non-VAT declaration, and company bank details, list your products, then choose how you’ll fulfil orders.
The fulfilment choice shapes your margin more than anything else, and Noon changed its UAE fees in September and October 2026. UAE e-commerce continues to grow, with gross merchandise value up 2% year-on-year in the first half of 2026.
This guide covers registration, fulfilment models, current fees, inbound stock, delivery, returns, and the role of a logistics partner.
Key Takeaways
- Selling on Noon in the UAE requires a trade licence that authorises trading, selling, or manufacturing (an e-commerce licence also works). Individuals can’t register in the UAE, and registration and listing are free.
- Noon delivers FBN and DirectShip orders itself, so you don’t book a courier. Courier delivery is only available under Direct Delivery, which requires approval.
- Fees changed in 2026. New FBN outbound rates and referral changes took effect on 10 September, and FBN storage rose to AED 1.75 per cubic foot per month (about AED 61.80 per cubic metre) on 1 October.
- A logistics partner doesn’t deliver your Noon orders, but it can handle imports, storage and packing, bulky or jewellery delivery, orders from your own channels, and returns.
How Do You Sell on Noon in the UAE?
Follow six steps. Noon’s seller portal is called Seller Lab, which many sellers search for as “Noon Seller Central”.
- Hold the right licence. It must authorise trading, selling or manufacturing. If you don’t have one yet, How to Get an eCommerce Licence in the UAE covers mainland vs free zone options.
- Prepare your documents, including licenses, identification and banking details.
- Register at sell.noon.com and create your legal entity in Seller Lab, including your tax details.
- List your products with images, a description, specifications and product IDs.
- Choose a fulfilment model: FBN or FBP.
- Get stock in position. For FBN, create an advance shipment notice (ASN) and send stock to Noon’s warehouses. For FBP, create your FBP warehouse in Seller Lab and add inventory against each listing.
Noon bars prohibited items. For regulated categories such as aerosols, batteries and perfumes, Dangerous Goods and Restricted Items explain the handling rules.
If you also list on Amazon.ae, stock sent to a Noon warehouse can’t ship from your own premises or Amazon’s, so split quantities by channel. How to Sell on Amazon UAE compares Amazon’s models.
What Documents Do You Need to Register as a Noon Seller in the UAE?
| Document | What Noon requires |
|---|---|
| Trade licence | UAE-registered company; valid for at least 15 days; activity must allow trading, selling or manufacturing; e-commerce licence accepted; service-only licences not accepted. |
| VAT | UAE VAT certificate, or select "Non-VAT Registered" in the tax details section. |
| Identity proof | Emirates ID (front and back) or passport, belonging to the person named on the licence. Otherwise, a power of attorney is needed. |
| Bank details | Company account only: cancelled cheque, signed and stamped bank letter, or bank statement. The bank name must match the legal registered name. |
| Uniqueness | Each document set can be used for one seller account only. |
Source: Noon Seller Help Center, documents required. You don’t need bank details to register, but you do for payouts.
What Are Noon's Fulfilment Models? FBN, DirectShip and Direct Delivery Compared
Noon offers Fulfilled by noon (FBN, also called noon Express) and Fulfilled by Partner (FBP), which includes DirectShip and Direct Delivery.
| Model | Stock held by | Packed by | Delivered by | Returns | Conditions |
|---|---|---|---|---|---|
| FBN | Noon | Noon | Noon | Noon handles | Send stock via ASN; follow Noon's packaging guidelines |
| FBP DirectShip | You | You, in Noon packaging with an AWB QR label | Noon (pickup or hub drop-off) | Noon manages; some come back to you | Standard |
| Bulky DirectShip | You | You | Noon | Noon manages within 3–5 working days; generally non-returnable unless incorrect, damaged or defective | Approval via seller@noon.com |
| Direct Delivery | You | You | You ("seller's fleet") | You | Approval needed; only bulky items needing installation or high-value fine jewellery; Noon provides no installation |
Under both FBN and DirectShip, Noon provides the outer packaging, so you handle the unboxing experience on your own channels.
Direct Delivery is the only model where you handle delivery. If you sell sofas, wardrobes, or fine jewellery, you also promise assembly, careful handover, and photo proof of delivery. Noon requires delivery attempts by the estimated delivery date, and orders not marked as delivered within 15 days of the promised date are automatically marked undelivered.
A white-glove delivery service can handle unpacking and assembly. Noon’s guidelines refer to the “seller’s fleet”, so confirm with seller@noon.com that a contracted partner is acceptable before relying on one.
How Much Does It Cost to Sell on Noon in the UAE?
Registration and listing are free. Each sale carries a referral fee, plus fulfilment fees that depend on your model. All fees are before VAT, and a minimum referral fee of AED 1 applies per item.
What are Noon’s referral fees?
| Category | Referral fee | Note |
|---|---|---|
| Apparel and footwear | 27% | Exceptions apply |
| Bags (other than travel luggage) | 25% | Travel luggage 20% |
| Fragrance | 14% | - |
| Kitchen and dining, bedding, décor | 15% | - |
| Furniture | 15% up to AED 750; 10% above | - |
| Mobile phones and tablets | 6% up to AED 500; 5% above | Exceptions apply |
| Laptops and desktops | 6% (FBN); 6.5% (FBP) | - |
| Cleaning and hygiene | 7.5% up to AED 50; 14% above | From 10 Sep 2026 (was 9%) |
| Health nutrition | 8% up to AED 50; 15% above | From 10 Sep 2026 |
| All other categories | 14% | - |
Source: Noon FBN fees and FBP fees. UAE rate cards viewed 14 October 2026. Brand and product-type exceptions exist, so confirm your category in Seller Lab or the Fees and Revenue Calculator.
What are the FBN outbound and storage fees?
The outbound fee applies per unit when an order is first marked Delivered or NDR (non-delivered return). It depends on size, weight and sale price.
| Size and weight | Sale price up to AED 25 | Sale price above AED 25 |
|---|---|---|
| Small envelope | AED 5.50 | AED 7.50 |
| Standard envelope, up to 0.1 kg | AED 6.00 | AED 8.00 |
| Standard parcel, up to 0.25 kg | AED 7.20 | AED 9.20 |
| Over 0.25 kg to 0.5 kg | AED 7.50 | AED 9.50 |
| Over 0.5 kg to 1 kg | AED 8.50 | AED 10.50 |
| Over 1 kg to 1.5 kg | AED 9.00 | AED 11.00 |
| Over 1.5 kg to 2 kg | AED 9.50 | AED 11.50 |
| Over 2 kg to 3 kg | AED 10.50 | AED 12.50 |
| Each extra kg up to 12 kg | +AED 1 | +AED 1 |
Source: Noon FBN fees. Effective 10 September 2026.
What are the DirectShip fees?
DirectShip charges a per-shipment fee, not per unit. They are non-refundable except when the customer is unresponsive. It uses the higher of the volumetric or physical weight. See “How to Calculate Volumetric Weight for Shipping” for the formula.
| Weight | Pickup fee | Hub drop-off fee |
|---|---|---|
| Up to 0.25 kg | AED 14.00 | AED 12.00 |
| Over 0.25 kg to 0.5 kg | AED 14.50 | AED 12.50 |
| Over 0.5 kg to 1 kg | AED 15.00 | AED 13.00 |
| Over 1 kg to 1.5 kg | AED 15.50 | AED 13.50 |
| Over 1.5 kg to 2 kg | AED 16.00 | AED 14.00 |
| Over 2 kg to 3 kg | AED 17.50 | AED 15.50 |
Noon also reimburses the shipping fee collected from the customer, up to AED 10 per order: AED 10 on orders under AED 100, AED 5 on orders of AED 100–500, and nothing above AED 500. Direct Delivery carries only the referral fee plus circumstantial fees.
Which fees catch sellers out?
| Fee | Rate | Trigger |
|---|---|---|
| Outbound fee on failed delivery | Same as outbound fee | FBN charges it when an order is first marked Delivered or NDR |
| Non-saleable storage | AED 12 per cubic foot | Non-saleable stock held over 30 days |
| Long-term storage | AED 25 per cubic foot | Stock aged over 365 days (check your statement for billing frequency) |
| Inventory removal | Minimum AED 15 per request, AED 0.30 per unit, AED 1 per kg | You request stock back. Place removal requests by the 25th of each month to avoid ageing fees |
| Return administration | Lesser of AED 15 or 20% of the referral fee | Seller-controllable reasons: wrong item, damaged, defective, used, missing parts |
Source: Noon FBN fees. On the AED 18 referral fee above, the administration fee would be AED 3.60.
How Does Delivery Work on Noon, and Who Handles It?
For FBN and DirectShip, Noon delivers the parcel. Noon’s help centre states that courier service isn’t involved in delivery except under Direct Delivery. What you control under DirectShip is the handover:
- Processing time. Noon’s estimated shipping date is the order date plus your processing time plus Noon’s pick-up time. The expected delivery date adds Noon’s delivery time. Set a processing time you can actually meet.
- Packing and labelling. Pack in Noon’s packaging. The AWB (airway bill) number is a pre-printed QR label.
- Handover. Create a manifest in the app or in Seller Lab, then hand it over for pickup or drop it off at your designated Noon hub. You must always hand orders directly to Noon.
- Failed attempts. After three delivery attempts, Noon marks an undeliverable order as undelivered and returns it to you.
What Happens to Returns and Failed Deliveries on Noon?
Noon offers customers a no-questions-asked return policy, so plan for returns from day one. Under FBN, Noon handles them, and seller-controllable reasons trigger the return administration fee above.
Under DirectShip, you have 48 hours from the time a return request is made to offer a returnless refund. If you take no action within 48 hours, Noon will authorise a pickup and return the item directly to you, bypassing Noon’s warehouse.
Returned stock needs a place to land, inspection and a restock decision. How to Manage eCommerce Returns in UAE covers that process, and How to Create a Returns Policy That Wins Customer Trust covers your own channels, where Noon’s policy doesn’t apply.
FBN or DirectShip: Which Should You Choose?
Decide per SKU, using Noon’s calculator. This table is Jeebly guidance built on Noon’s model rules.
| Your situation | Likely fit | Why |
|---|---|---|
| Small, fast-selling, standard-size SKUs | FBN | Noon stores, packs and delivers; fees are predictable per unit |
| Slow-moving SKUs that would age in Noon storage | DirectShip | No FBN monthly storage; you carry your own storage cost |
| Bulky furniture or appliances | Bulky DirectShip | Noon delivers; approval required |
| Items needing installation, or fine jewellery | Direct Delivery | Seller-delivered; approval required |
| Mixed catalogue | Hybrid | Run the numbers per SKU |
Where Does a Logistics Partner Fit When You Sell on Noon?
Noon delivers your FBN and DirectShip orders, so a partner doesn’t replace Noon’s last mile. It covers the work around it:
| Task | Noon model | What a partner can do |
|---|---|---|
| Importing stock | All models | Freight, customs clearance, delivery to your warehouse: Jeebly Haul |
| Storing and packing before handover | DirectShip; prep before FBN | Warehousing, pick and pack in Noon packaging: Jeebly Bizz |
| Bulky or installation items | Direct Delivery | Delivery with assembly: Jeebly Plus |
| Orders from your own store or other channels | Outside Noon | Same-day and next-day delivery: Jeebly Dash |
| Returns and removals reaching you | DirectShip returns; FBN removals | Receiving, inspection, restocking: Jeebly Bizz |
What is a 3PL explains the model. Missed DirectShip cut-offs and packing from a spare room are common growth ceilings. An e-commerce fulfilment service in Dubai, offered through Jeebly Bizz, provides warehousing, pick-and-pack, and returns. For orders from your own store, it offers same-day delivery in Dubai, covering 98% of FDSS with 50,000+ daily deliveries.
Conclusion
Selling on Noon comes down to three decisions: whether your licence and documents qualify, which fulfilment model fits each SKU, and whether your margin survives referral, fulfilment, storage and return fees. The AED 120 example shows FBN and DirectShip fees can be close, so storage, packing labour and stock risk decide it. Noon’s fees changed on 10 September and 1 October, so refresh any older price lists.
For the broader fulfilment picture, read “eCommerce Fulfilment in UAE“. If you need freight, warehousing, and returns for your Noon listings, Jeebly Haul offers cargo services with in-house customs clearance, and Jeebly Bizz provides e-commerce logistics. Get in touch to review your setup.
Frequently Asked Questions
No. In the UAE, Noon requires a company with a valid trade licence or e-commerce licence. The individual route on Noon’s documents page applies to Egypt only, using a Data Certificate, and Noon has suspended freelance-certificate registrations in Saudi Arabia.
Yes, as an international seller: a company registered anywhere except the UAE, with a trade licence and passport. No UAE VAT certificate is required. Payouts are made via Payoneer, LianLian, PingPong, WorldFirst, or an international bank account. Egypt accepts only Egypt-registered companies. A UAE company selling in Saudi Arabia registers as an international seller there.
Noon pays weekly into your company bank account. Banks process payments every Thursday, and funds arrive within 2–3 business days. Seller Lab provides a statement for each payment. Personal bank accounts aren’t accepted.
Both are restricted, invite-only models, and Noon contacts eligible sellers. Noon Food, NowNow stores and Namshi need separate registration. NoonMinutes is Noon’s quick-delivery service, and What Is a Dark Store? explains the model behind it.
Not realistically. You can start registration quickly if your licence, ID, VAT details, and bank documents are ready, but Noon still needs to verify them, and you still need listings and stock in Noon (FBN) or a set-up FBP warehouse. The pages reviewed don’t state an approval time, so register well before any sale window.
It depends on each SKU. Net per unit = sale price − referral fee − fulfilment fee − storage − packaging − landed cost − returns allowance. Noon quotes fees before VAT, so use the Fees and Revenue Calculator with your category, dimensions and weight. Test fast and slow SKUs separately, and check items priced near the AED 25 fee tier.
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