Digital payments are growing fast in the Gulf. In Saudi Arabia, the central bank (SAMA) reported that electronic payments made up 79 percent of retail payments in 2024, up from 70 percent in 2023. The UAE launched Jaywan, its own domestic card scheme, in 2025. Payment gateways, acquirers and payment apps all compete to win merchants. This guide explains payment provider marketing to merchants in the Middle East: licences, local payment methods, pricing, onboarding, partners and lead generation.
Licences and Trust
Merchants want a licensed provider. In Saudi Arabia, SAMA licenses payment service providers, such as payment institutions and electronic money institutions. In the UAE, the Central Bank regulates retail payment services. Show your licence and regulator clearly on your website and in sales materials, because merchants and their banks often check this before they sign. This is general information, not legal advice.
Local Payment Methods Merchants Need
| Method | Why merchants want it |
|---|---|
| mada cards | The national debit network in Saudi Arabia, used by most shoppers there |
| Apple Pay and digital wallets | Fast checkout on phones |
| Buy now, pay later | Instalments for larger baskets through services such as Tabby and Tamara |
| Jaywan cards | The UAE's domestic card scheme |
| International cards | Visitors and cross-border shoppers |
Our guide to payment methods in the Middle East explains how shoppers pay in each country.
Who You Sell To
| Merchant type | What they care about |
|---|---|
| Online stores | Approval rates, easy integration and local methods |
| Large retailers | Fees, reporting and support across many stores |
| Restaurants and small shops | Simple point-of-sale devices and fast settlement |
| Platforms and marketplaces | Split payments, payouts and compliance |
| Subscription businesses | Recurring billing and fewer failed payments |
Pricing and Settlement
Merchants compare fees carefully. Show clear pricing by payment method, settlement times, currency options and refund costs. Hidden fees damage trust quickly, and fast settlement matters a lot to small businesses. A simple pricing page in Arabic and English, with a calculator, answers many questions before sales calls. Special pricing for the first months helps new merchants switch.
Fast, Clear Onboarding
Onboarding often decides whether a merchant signs up. List the documents needed, explain each step in Arabic and English, and keep approval times short. Show the average approval time on your pricing page. Offer Arabic support during setup, and send reminders when an application is incomplete. Our guide to SaaS trials and demos covers onboarding in the region.
Fraud, Chargebacks and Security
Merchants worry about fraud and chargebacks. Explain your fraud tools, 3-D Secure support, PCI DSS compliance and how you handle disputes, in simple Arabic and English. Clear answers on these points help merchants trust a new provider.
Partners and Integrations
Many merchants choose a payment provider through their e-commerce platform or agency. Build plugins for the platforms merchants use, such as Shopify and regional platforms like Salla and Zid, and run partner programmes for agencies and developers. Our guide to Arabic SEO by platform explains these platforms.
Merchants Selling Across Borders
Global online stores that sell into the Gulf want local payment methods and settlement in their own currency. Show how you help foreign merchants accept local methods, and explain which setups the rules allow in each country.
Content and SEO for Merchants
Merchants search for terms such as payment gateway Saudi Arabia or بوابة دفع إلكتروني (online payment gateway). Publish Arabic and English pages for each payment method, integration guides, comparison pages and simple guides on topics such as reducing failed payments. Short Arabic videos that show checkout with each method help merchants explain the options to their teams. Our guide to Arabic SEO for B2B software explains how to rank for these searches.
Digital Lead Generation and Events
Google Search ads capture merchants who are ready to switch providers, and LinkedIn reaches finance and e-commerce leaders at larger companies, as our guide to B2B marketing on LinkedIn explains. Fintech and payments events, such as Money20/20 Middle East in Riyadh, help you meet larger merchants and partners.
Measuring Payment Provider Marketing
| Metric | What it shows |
|---|---|
| Merchant sign-ups | Demand by country and merchant type |
| Onboarding completion rate | How many applications go live |
| Payment volume from new merchants | The value of new business |
| Cost per active merchant | Cost by channel and partner |
Common Mistakes
- No mada support for Saudi merchants.
- Unclear fees and settlement times.
- Slow onboarding with no Arabic help.
- No plugins for the platforms merchants use.
- No licence information on the website.
Conclusion
Payment providers win merchants in the Middle East with clear licences, the local methods shoppers use, simple pricing and fast onboarding in Arabic and English. Platform partners, useful content and targeted search campaigns bring a steady flow of new merchants. GOTOMENA runs B2B lead generation for fintech companies through our Arabic Google Ads and PPC services. To plan your campaigns, contact our team.