The Middle East and Africa are no longer simply “emerging” markets – they are fast becoming epicentres of digital commerce innovation. The region’s blend of youthful demographics, smartphone ubiquity, and rising demand for cashless experiences is creating a fertile environment for transformation.
For Jamal Mohammed Al Nassai, Group Managing Director – Merchant Services, MENA at Network International, the opportunity is clear: MEA is no longer just a promising frontier – it is a proving ground for the future of digital commerce.
Several structural factors make the region uniquely attractive: high mobile adoption, a growing appetite for cashless transactions, and strong government mandates around financial inclusion and digital transformation. At the same time, many markets remain underpenetrated in terms of card usage and wallet adoption. This creates a rare blend of scale and opportunity – a space where payment providers and fintech innovators can simultaneously modernize and leapfrog.
A platform for growth
“In markets like the UAE, where digital payments are more advanced, merchants expect innovative solutions that go beyond traditional card acceptance, data-driven insights and seamless integrated payments,” said Al Nassai. “In rapidly evolving markets such as South Africa, Kenya or Egypt, the priorities may be affordability, financial inclusion, and mobile-first solutions. Our technology stack is built to adapt across these contexts”. Network’s technology stack is built to serve both ends of this spectrum, offering merchants everything from simple acceptance solutions to advanced integrations like App2App and Web APIs.
One of the company’s key differentiators lies in its ability to consolidate critical services – payments, financing, loyalty, and data insights, on a single platform. Rather than engaging with multiple providers, merchants on the Network International platform can operate with simplicity and scale. Merchants no longer need to manage multiple providers. Instead, they can accept payments across channels, enable loyalty redemptions, offer installment options, access working capital and gain valuable sales insights through built-in analytics all on one platform.
This frictionless model empowers even the smallest merchants to operate with the sophistication of large enterprises. It also reduces cost and complexity, allowing businesses to make faster, more informed decisions and focus on growth rather than logistics.
Security and trust at the core
What ties it all together is a robust infrastructure, underpinned by security and operational excellence. ”We process billions of transactions annually, so safeguarding data and securing transactions is paramount,” explained Al Nassai. “Our platform leverages advanced fraud detection, AI-driven risk scoring, and PCI DSS 4.0 compliance – the highest global security standard. Security and data go hand in hand: one builds trust, the other drives growth”.
Investing in the future
Looking ahead, Network International is investing in the technologies that will define the next chapter of MEA’s digital transformation. Real-time payments, embedded finance, and biometric payments are no longer distant trends – they are fast becoming regional expectations. Through proactive partnerships with regulators, fintechs, and merchants, Network is ensuring that businesses across MEA are equipped to keep pace with this change.
For global and regional players looking to succeed in MEA, the message is clear: scale matters, but so does sensitivity to local context. Companies must understand cultural nuances, commit to long-term investment, and prioritise partnerships over competition. “Ultimately, companies that put the customer at the centre, remain adaptable, and build with trust will succeed in this region,” said Al Nassai.
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