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Insights and Expertise

to local payment networks through a single integration
saves time, reduces costs and improves the customer
experience.
Overcoming infrastructure gaps
Infrastructure challenges, such as unreliable internet
access, limited financial services and fragmented regu-
latory frameworks, can deter businesses from entering
emerging markets. But innovation is filling these gaps.
In Kenya, M-Pesa has transformed how people manage
money, while in Bangladesh, bKash has brought mo-
bile financial services to millions. These solutions are
not just convenient; they're essential. Businesses have
often hesitated to expand due to infrastructure con-
cerns, only to realize that the demand far outweighed
the challenges. By embracing mobile-first payment
methods, they not only accessed new markets but also
contributed to financial inclusion.
For both payment providers and merchants, emerg-
ing markets are revenue streams, but they also offer a
chance to drive economic inclusion. By enabling secure,
affordable digital payments, providers help businesses
reach underserved populations, while merchants bene-
fit from higher conversion rates and expanded custom-
er bases. Offering familiar payment options can build
trust, increase sales and create loyal customers. Pay-
ment providers that understand local markets, comply
with regulations and offer scalable solutions will lead
the charge. For merchants, this means working with
partners who can seamlessly integrate the right local
payment methods, both for today's customers and to-
morrow's innovations.

Why the effort is worth it
Emerging markets are expected to contribute 65 per-
cent of global economic growth by 2035. Ecommerce
in these regions is set to grow at double-digit rates,
driven by rising disposable incomes, expanding inter-
net access and a young, digital-native population. For
online businesses, the potential is too large to ignore.

But growth won't come from offering one-size-fits-all
solutions. It will come from understanding local mar-
kets, building partnerships, and delivering seamless
payment experiences. As someone who's worked in
these markets, I can say that while the challenges are
real, the opportunities are even greater.

The road to success in emerging markets isn't always
smooth, but it's one worth traveling. With the right
payment strategies, businesses can tap into the fastest-
growing consumer markets, build lasting relationships
and drive sustainable growth.
Zaki Farooq, is co-founder and chief technology officer at PayFuture,
, which was designed from the ground up to offer market changing
innovative features and technology. payment technology. Contact
him via LinkedIn at linkedin.com/in/zakifarooq.
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