The Checkout Moment: Where CX Is Won or Lost
Every digital purchase reaches a moment of truth — the checkout.
For many customers, this is where excitement turns into hesitation. The cart sits full, the intent is real, but friction sets in. Long forms, limited payment options, or unexpected fees can make even the most loyal buyer abandon the process.
This pain point is not new, but its impact has never been greater. According to Baymard Institute, nearly 70% of online carts are abandoned globally. The top reasons? Complex checkouts and rigid payment methods. For businesses already competing in a saturated e-commerce landscape, each abandoned cart translates to lost trust, not just lost revenue.
Now imagine a world where checkout isn’t a hurdle but a highlight — where flexibility, trust, and simplicity merge to create delight. That’s the experience MoneyHash and Tabby aim to deliver through their new partnership across the Middle East and Africa (MEA).
The Power of Partnership: Redefining Flexibility at Checkout
On October 20, 2025, MoneyHash, the first payment orchestration platform for emerging markets, announced its collaboration with Tabby, the Riyadh-headquartered BNPL (Buy Now, Pay Later) leader.
The partnership brings a new layer of flexibility to online shopping. Through MoneyHash’s unified API, merchants can now activate Tabby’s interest-free installment options across Saudi Arabia and the UAE — with minimal technical integration and faster go-live times.
For merchants, this means a seamless way to expand their payment stack without additional complexity. For customers, it means being able to buy what they love, when they want, and pay how they prefer — securely and transparently.
“Merchants today are racing to meet customer demand for flexible and frictionless checkout experiences,” said Mohmad Amir, Head of Sales & Solutions at MoneyHash. “Our integration with Tabby makes it remarkably simple for businesses to embed BNPL into their payment stack, unlocking new revenue opportunities and meeting customer expectations without heavy development work.”
BNPL as a CX Strategy, Not Just a Payment Option
Buy Now, Pay Later has evolved from a financial convenience to a CX strategy. What began as a flexible financing option is now a loyalty engine and conversion catalyst.
Research by Adobe shows that BNPL can increase average order values by 45% and conversion rates by 20%, while reducing cart abandonment. But the true CX power lies deeper — in trust, transparency, and empowerment.
Consumers, especially younger generations, prefer payment solutions that align with their lifestyles and values. A 2024 report by McKinsey revealed that nearly 60% of Gen Z consumers see BNPL as a budgeting tool rather than credit. The emotional undercurrent? Control.
That’s what Tabby delivers. With partnerships across 40,000 global brands including Amazon, Adidas, and IKEA, Tabby has built its brand around responsible flexibility — giving customers control over spending without the stigma of traditional credit.
By embedding this experience into MoneyHash’s orchestration layer, the value multiplies. The result isn’t just a payment method — it’s a customer relationship enhancer built on ease, confidence, and inclusivity.
Why Payment Orchestration Is the CX Engine of Modern Commerce
Behind every smooth transaction lies a complex network of gateways, acquirers, and fraud systems. For most businesses, managing this infrastructure can be a nightmare.
This is where MoneyHash’s orchestration layer becomes a game-changer. Much like AWS simplified cloud computing, MoneyHash simplifies the payment ecosystem — connecting multiple gateways, currencies, and payment methods through one intelligent API.
This orchestration delivers three key CX benefits:
- Faster Activation, Lower Friction:
Merchants can activate new payment methods like Tabby without lengthy integrations or coding challenges. This reduces time-to-market and ensures customers always have preferred payment options ready. - Smart Routing, Smooth Experience:
Intelligent routing ensures that every payment follows the fastest, most reliable path. This reduces transaction failures — one of the biggest CX disruptors in online shopping. - Unified Data and Control:
With a single dashboard, businesses can view and analyze all payment activities. This operational clarity empowers teams to detect issues early, optimize checkout flows, and respond faster to customer needs.
Ultimately, payment orchestration turns operational efficiency into experiential excellence — a transition that defines the next era of CX in e-commerce.
From Checkout to Loyalty: Designing Emotional Convenience
In CX, emotion drives retention more than function. A McKinsey study found that customers who feel emotionally connected to a brand have three times higher lifetime value.
Flexible payment options create that emotional link through perceived freedom and fairness. Customers feel respected when businesses offer choice without penalty. BNPL converts affordability into empowerment — an experience rooted in trust, not transaction.
Tabby’s interest-free model reinforces this fairness. By removing surprise fees and offering transparency, it nurtures a sense of integrity that customers remember. When combined with MoneyHash’s consistency in processing and reliability, the checkout experience transforms from a financial moment into a relationship moment.
The Regional Lens: MEA’s Digital Payment Evolution
The MEA region is witnessing a digital payment revolution. According to the World Bank, the share of adults using digital payments in the Gulf has surged by 35% in five years. Yet, many markets still face fragmentation — multiple gateways, limited interoperability, and uneven financial inclusion.
MoneyHash was built to solve exactly that. Its infrastructure-first approach gives emerging markets the same scalability that mature economies enjoy. For merchants expanding across borders, this reduces barriers and operational fatigue.
Meanwhile, Tabby’s rise illustrates how local fintech innovation can rival global incumbents. By understanding regional spending behavior — from cash dependency to cultural sensitivity toward debt — Tabby built a model that balances growth with responsibility.
Together, MoneyHash and Tabby embody the next stage of regional CX maturity — localized solutions that meet global standards.
Expert View: CX at the Intersection of Trust and Technology
“CX today isn’t about adding new features. It’s about removing friction,” says a 2025 Forrester CX report. This insight echoes through the MoneyHash–Tabby collaboration.
Customers no longer measure loyalty by price or product variety. They measure it by ease, transparency, and emotional satisfaction at every step. Payment experience — once an afterthought — is now the decisive factor in that equation.
As Zain Khan, Senior Director of Business Development at Tabby, put it:
“Partnering with MoneyHash allows us to accelerate BNPL adoption and strengthen the region’s digital economy. Together, we are empowering merchants to meet customer demand for flexible payments while driving long-term growth.”
That quote encapsulates modern CX thinking: partnership-led ecosystems where technology amplifies empathy and accessibility.
Actionable Insights for CX and EX Leaders
- View Payments as an Experience Layer:
Don’t treat payments as backend logistics. They’re a front-line CX asset. Map emotional pain points like hesitation, uncertainty, or lack of choice — and design payment journeys that remove them. - Adopt Unified Orchestration:
Simplify integrations and reduce operational silos. Platforms like MoneyHash demonstrate how unifying payment infrastructure can improve reliability, analytics, and response agility. - Leverage BNPL Responsibly:
Use BNPL not as a sales gimmick but as a trust-building tool. Educate customers on its benefits and terms. Transparency builds loyalty. - Empower Frontline Teams:
Payment issues are often the first customer complaint touchpoint. Train EX teams with unified dashboards and real-time insights, so they can resolve issues swiftly and confidently. - Align Technology with Regional Behavior:
What works in one market might fail in another. Learn from MEA’s BNPL success — localize payment experiences while ensuring consistency and compliance.
Conclusion: The Future of Checkout Is Human
In the race for digital transformation, it’s easy to forget that payments are human interactions in disguise. Each click represents trust, anticipation, and emotional risk.
By turning complexity into simplicity and flexibility into empowerment, MoneyHash and Tabby aren’t just modernizing checkout. They’re humanizing it.
For CX and EX professionals, this partnership is more than a fintech story — it’s a blueprint for how collaboration, technology, and empathy can converge to redefine experience itself.
Practical Takeaway:
The next frontier of CX isn’t in what customers buy, but how they pay — and how they feel while doing it.
