Senior Vice President and Group Country Manager, North Africa, Levant and Pakistan Region at Visa

 

Digital payments have moved from nice-to-have to an everyday necessity around the world, helping families send money in seconds, letting small businesses sell beyond their neighbourhoods, and enabling governments to deliver services efficiently and with more transparency. A deeper look at the region reveals that digital payments are flourishing thanks to the convenience it brings to lives of consumers and the increasing trust.

 

Visa’s latest Stay Secure 2025 Study findings show that consumers intend to use digital payments even more in the coming year: 86 per cent in Egypt, 80 per cent in Jordan, 69 per cent in Pakistan, and 66 per cent in Morocco. This shows a region where trust, convenience, and accessibility are aligning to drive the next wave of adoption.

 

The Everyday Value of Digital

 

In the past, moving money was slower and more limited. The digital era changed everything, payments became instant, redefining how we live, purchase, and build. Choice powers this expansion as people can easily switch between bank transfers, cards, mobile payments, and mobile money as new formats, from e-commerce to social and conversational shopping, make digital both practical and visible.

 

What consumers value most is simple, fast, easy, and always-available payments that fit their busy lives across the region. This is where innovations like Visa Click to Pay, which eliminates the need to manually enter card details, and tokenization, which replaces sensitive card data with secure tokens, play a critical role. These capabilities make digital payments not only seamless but also safer—giving consumers confidence that every transaction is protected.

 

Country snapshots: A region in motion

 

A closer look at Egypt, Jordan, Morocco, and Pakistan, reveals a picture of a rapidly evolving region where adoption of digital payment methods is transforming how people interact with money and commerce. From busy markets to online stores, consumers are choosing digital payments for their convenience and reliability.

 

However, the real opportunity is for businesses and merchants: those that don’t offer easy digital payment options may fall behind, while those that do—especially by enabling secure solutions like Click to Pay and leveraging Tokenization—can tap into rising demand, grow faster, and build stronger customer trust.

 

In Egypt, digital payments are growing fast by 76 per cent, thanks to faster checkout, 24/7 access, and easy money transfers. 58 per cent of the users find security steps like codes or confirmation links make them feel safer, though 61 per cent admit that one fraud incident could affect their trust.

 

In Pakistan, 63 per cent of people use a mix of bank transfers, online cards, and mobile payments. Trust remains strong, 56 per cent of the users find news about cyber fraud has made them more cautious, showing the need for clear security communication and quick dispute handling.

 

In Morocco, convenience drives growth. Around 97 per cent say that wider acceptance, loyalty programs, cashback, and bill discounts would motivate them to use digital payments more.

 

In Jordan, nearly 80 per cent plan to pay digitally more often. 73 per cent say that speed and easy access are the main benefits, and 53 per cent of the shoppers feel more confident when they see familiar security signs at checkout, proof that strong protection and clear communication go hand in hand.

 

Securing the future of digital payments

 

The digital era brings both major opportunities and challenges. While fast and convenient payments are reshaping daily life, rising fraud highlights the need for stronger security. Consumers are already signalling what builds their trust:

 

In Egypt, 87 per cent feel more secure when asked to confirm their identity with a texted code or verification link; in Pakistan this reassurance reaches 85 per cent, in Morocco 82 per cent, and in Jordan 78 per cent. And with digital payments enhancing daily life for nearly everyone, 99 per cent in Egypt and Morocco, 98 per cent in Pakistan and Jordan, the momentum is too strong to ignore.

 

Visa plays a central role in meeting this moment. Through ongoing investment in advanced fraud-prevention technologies, responsible AI, and consumer education, Visa is committed to ensuring that innovation and protection advance hand in hand. By collaborating closely with financial institutions, payment providers, businesses, and government partners across the region, we can shape a digital payments ecosystem that is as secure as it is convenient.

 

The opportunity is clear: when trust becomes the foundation of digital growth, the region can unlock the full promise of its digital economy; safely, confidently, and at scale.

 

Encouragingly, people across the region are becoming increasingly proactive and aware. According to Visa’s 2025 Stay Secure Study, in Egypt, 96 per cent of consumers report adopting security measures such as avoiding emails or calls that request money transfers on someone else’s behalf, refraining from sharing their card or account credentials, regularly monitoring bank and credit card statements for suspicious activity, or setting up transaction alerts and customized notifications.

 

While in Pakistan, 98 per cent of people say they take these types of precautions, including setting spending limits or using virtual card numbers for online purchases. The trend is similarly strong in Jordan, where 96% report following these protective steps, and in Morocco, where 95% of consumers say they engage in these security behaviours. These findings highlight a region that is increasingly mindful and proactive about safeguarding its digital payment activity.