MENA’s money makeover: How FinTech is flipping the script on shopping

By Gloria Methri

The Middle East and North Africa (MENA) has officially arrived as a global digital heavyweight. A new report from Checkout.com reveals what many in the FinTech space have already suspected — the MENA region is not catching up, it’s leaping ahead in digital transformation. From real-time payments to AI-powered shopping, the region is undergoing a digital acceleration like no other, and FinTech is driving this revolution.

According to “The State of Digital Commerce in MENA 2025,” daily online transactions have increased by 139% since 2020. Even more staggering: Checkout.com’s processing volumes in the region have surged 626% over the past five years, with a 78% year-over-year growth. This isn’t just ecommerce growth — it’s a digital lifestyle shift. And at the centre of this transformation is FinTech.

Whether it’s investment apps, digital wallets, or instant payouts, the MENA region’s financial infrastructure is being rewritten by homegrown innovation and regulatory boldness. In the UAE, Account Funding Transactions (AFTs) increased by 388% year-over-year — a clear indication that real-time, flexible money movement is now the norm.

“Fast, secure, and intelligent payments are foundational to commercial success — not just at the point of transaction, but across the entire customer experience,” said Remo Giovanni Abbondandolo, GM, MENA at Checkout.com.

eCommerce isn’t Just Booming — It’s Evolving

MENA consumers aren’t just shopping more — they’re shopping smarter. Food delivery dominates (47% of online spending), followed by fashion (38%), beauty and electronics (34% each). But the next wave is already on the horizon: travel, government services, and retail are primed for digital disruption, as 61% of consumers plan to shop online even more in 2025.

Cash-on-delivery? Plummeting. Down 60% since 2020, proving once and for all that the region is going digital-first.

AI, Apps, and Always-On Shopping

MENA consumers are outpacing their global counterparts in integrating technology into their daily lives. Visual Search AI has already been used by 53% of shoppers. Generative AI tools? 45% are using them to assist in online shopping decisions.

With 62% of users utilising FinTech platforms for investments and wealth management, and 43% sending money via digital wallets on a weekly basis, the FinTech user base isn’t emerging — it’s entrenched.

Retailers are adapting fast. QR codes, AR previews, and “shop while in-store” experiences are reshaping brick-and-mortar too. In the MENA region, digital convenience isn’t a perk — it’s the baseline.

As with any digital boom, fraud is on the rise. Nearly half (49%) of consumers say they’ve been hit by online scams — up from 33% just a year ago. However, FinTech firms are responding with tools such as behavioural biometrics, machine learning, and real-time anomaly detection to counter these threats and preserve consumer trust.

In a world where online reviews and social proof often supersede brand loyalty, trust now primarily travels through digital channels. And MENA’s FinTech players are aware of this.