Mobile-First & Card-Free transactions on the rise

By Vriti Gothi

The payments landscape across the Middle East, Turkey, and Africa (META) reveals an accelerating transformation of the global payments ecosystem with mobile-first, cashless, and borderless transactions quickly emerging as the new standard for commerce, as per the report by Tpay.

As digital consumption continues to surge, 33% of the global population now shops online, fuelling unprecedented demand for fast, seamless, and inclusive payment options. Global e-commerce spending surpassed $6.8 trillion in 2024 and is projected to reach $10.8 trillion by 2030. Against this backdrop, the research warns that businesses can no longer rely solely on traditional card-based transactions. Instead, adopting alternative payment methods (APMs) has become central to delivering superior customer experiences, enhancing conversion rates, and unlocking new markets.

The findings highlight the explosive rise of mobile-first commerce across the META region, driven by high smartphone penetration, rapid 4G and 5G rollouts, and a growing appetite for digital transactions. Consumers increasingly favour mobile wallets, app-based payments, and in-app checkout experiences, marking a shift away from desktop-driven e-commerce to mobile-centric purchasing habits. In markets with limited card penetration, mobile-first solutions are enabling millions of consumers to participate in the digital economy for the first time.

A defining trend identified in the analysis is the move towards Direct Carrier Billing (DCB) and Direct Wallet Billing (DWB) as preferred payment options. These methods allow users to charge purchases directly to their mobile phone bills or stored-value wallets, bypassing the need for bank accounts or credit cards. The simplicity and convenience of these channels are proving particularly valuable in emerging markets, where banking penetration remains low but mobile phone usage is near-universal.

The research also notes the growing adoption of real-time payment infrastructures, open banking frameworks, and Buy Now, Pay Later (BNPL) solutions. Consumers are increasingly demanding instant settlement, transparency, and control over their payment experiences. Open banking, in particular, is fostering new models for account-to-account transfers and enabling FinTechs to offer tailored services that reduce costs and speed up transactions. BNPL solutions, meanwhile, are gaining traction as flexible, interest-free payment options that appeal to younger, mobile-savvy demographics.

Perhaps the most transformative impact of APMs lies in their potential to expand financial inclusion. The research points to significant untapped opportunities in regions with limited banking infrastructure but high mobile adoption rates. By providing secure, accessible, and user-friendly digital payment channels, APMs are bridging the gap for underserved populations, enabling them to shop, subscribe, and transact online.

The report references collaborations such as those with Tencent and Vodafone, demonstrating how strategic partnerships can accelerate adoption and broaden merchant reach. These case studies illustrate how payment providers are enabling cross-border transactions, simplifying regulatory complexities, and offering merchants a single connection point to multiple payment methods. For businesses seeking to scale across diverse markets, such integrations are proving to be a competitive differentiator.

As the competitive landscape intensifies, the findings emphasise that agility in payment strategy will be critical. Merchants that adopt a mobile-first, cashless, and borderless approach stand to capture not only immediate sales but also long-term customer loyalty. The META region’s rapid embrace of APMs positions it as a pivotal hub influencing the direction of global digital commerce.

The research concludes with a clear message: alternative payment adoption is no longer optional it is a strategic imperative. Those who invest early in flexible, inclusive, and innovative payment solutions will be best placed to thrive in an increasingly connected and competitive global marketplace.