Buy Now, Pay Later: Why BNPL is Reshaping Payments in the MENA Region
- Sally Hanekom
- Jul 10
- 3 min read
Buy Now, Pay Later (BNPL) is quickly transforming how consumers shop and how merchants offer payment flexibility, especially in fast-growing regions like the Middle East and North Africa (MENA). With customer expectations shifting and e-commerce booming, BNPL isn’t just a trend; it’s becoming a standard part of modern payments infrastructure.
Let’s unpack what BNPL is, who’s using it, the key players in the MENA market, and why merchants should seriously consider integrating BNPL into their payment orchestration.
What Is Buy Now, Pay Later?
BNPL is a payment solution that allows customers to purchase goods and pay for them in instalments (often interest-free), over a defined period. Instead of paying the full amount upfront, users can split payments across weeks or months, increasing affordability and flexibility.
BNPL operates as a short-term consumer loan facilitated at the checkout, either online or in-store. It’s typically offered by third-party providers such as Tabby, PayLater, or Tamara, and is seamlessly integrated into the merchant’s checkout flow.
BNPL Growth Snapshot
Who Is Using BNPL?
BNPL is especially popular with:
Millennials and Gen Z consumers, who favour budget-friendly options over credit cards.
Online shoppers in fashion, electronics, and travel.
First-time credit users or unbanked individuals in emerging markets like Egypt, KSA, and the UAE.
BNPL adoption in MENA is also driven by:
Low credit card penetration in certain markets.
A growing young, tech-savvy population.
Mobile-first commerce experiences.
"We’re seeing MENA consumers prioritise flexibility at checkout, BNPL gives them that option without the burden of traditional credit." - Payments Journal, 2025
Key BNPL Players in the MENA Region
Several regional and global players have entered the MENA market, each offering tailored services for merchants and customers:
Other regional players include Cashew, and ValU (Egypt), all growing with localised offerings, multilingual support, and region-specific compliance.
Why Should Merchants Offer BNPL?
Top Benefits:
Boost conversion rates: Reduce cart abandonment by 20–30% with flexible payment options.
Increase average order value (AOV): BNPL users tend to spend 30–45% more per transaction.
Expand customer base: Reach younger and unbanked shoppers who shy away from credit cards.
Improve customer loyalty: BNPL apps often drive repeat usage and brand discovery.
"BNPL increased our checkout conversion by 25% in the first 3 months" - Saudi Fashion Retailer using Tabby
Why BNPL Belongs in Your Payment Infrastructure
If you're a merchant or fintech in MENA, managing multiple BNPL integrations can quickly become complicated. That’s where payment orchestration comes in, enabling you to route, manage, and optimise BNPL (and all payments) from a single platform.
With Apaya.io, you can:
Integrate multiple BNPL providers through one platform.
Dynamically route payments based on geography, customer profile, or success rates.
Track and optimise BNPL performance alongside other payment methods like wallets, cards, and bank transfers.
BNPL + Apaya = Future-Ready Checkout
By connecting BNPL through Apaya’s payment orchestration, you’re not just adding a new payment method; you’re unlocking:
Speed-to-market with new providers
Unified insights across channels
Scalability across regions and currencies
Ready to offer BNPL at checkout?
Head to our Marketplace to explore top BNPL connectors like Tabby, Tamara and more.
Whether you're an enterprise merchant, marketplace, or fintech startup, BNPL is a must-have to compete in the evolving digital commerce landscape. With Apaya.io, it’s easier, faster, and smarter to integrate.
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