Samsung Pay is accelerating its push into the Middle East and North Africa (MENA), striking a partnership with regional fintech firm Tap Payments to strengthen digital payment options for merchants and consumers.
The announcement came during the Money20/20 Middle East conference in Riyadh, where executives from both companies highlighted the agreement as a step toward advancing the region’s financial technology ecosystem.
Founded in Kuwait in 2014, Tap Payments has become a key player in the region’s digital economy, offering integrated online payment solutions that support multiple methods—credit cards, debit cards, and local payment systems—through streamlined API connections and strong security. The platform has been particularly impactful for small businesses and startups looking to scale quickly.
Through the new partnership, Samsung Pay will be enabled at a wider range of merchants across Saudi Arabia and other MENA markets, expanding access to seamless mobile transactions and bolstering the shift away from cash.
Samsung has already laid groundwork in the region. Last December, it secured approval from the Saudi Central Bank to launch Samsung Wallet in Saudi Arabia, allowing users to link major local bank cards and use the service for payments, memberships, and other digital tools. The initiative is aligned with Saudi Arabia’s Vision 2030 plan to modernize its financial infrastructure.
Until recently, Saudi consumers were limited largely to Apple Pay and the state-backed MADA Pay system. Samsung Wallet’s entry has added a competitive alternative, now compatible with cards issued by Al Rajhi, Saudi First Bank, Saudi Investment Bank, and Al Jazira Bank, with plans to integrate additional lenders such as the National Bank of Saudi Arabia and Al Inma Bank.
Industry analysts say the move could strengthen Samsung’s already dominant position in the Middle Eastern smartphone market. Research firm Canalys estimates the company holds about 35% market share in the region as of the third quarter of 2025, and embedding Samsung Wallet more deeply into local payment systems could reinforce that lead.
