Al-Futtaim Taps Juspay for Global Payment Orchestration Across 50 Brands

Al-Futtaim has appointed Juspay as its global payment orchestration partner to unify digital commerce across 50 brands and 12 markets. For fintech professionals, this massive rollout demonstrates the growing necessity of orchestration layers in managing cross-border complexity, local payment preferences, and fraud security within a single, scalable multi-brand architecture.

What was announced

The strategic partnership marks a significant overhaul of Al-Futtaim’s digital infrastructure. Starting in September 2026, the group will begin deploying Juspay’s orchestration platform, with the first brand scheduled to go live that month. The solution is designed to handle the operational friction of managing diverse payment service providers across multiple geographies while maintaining a consistent customer experience.

Key technical components of the rollout include:

• Juspay’s Breeze commerce stack: A next-generation checkout layer designed for digital-first consumer brands to support scale, conversion, and retention.
• Adaptive 3D Secure workflows and network tokenisation: Advanced security measures to protect transactions and streamline the user journey.
• Integrated fraud management: Tools to mitigate risk across diverse markets.
• Consolidated analytics and reconciliation: Providing the group with unified visibility across its entire payment ecosystem.

The architecture is built on a multi-hierarchical system. This allows Al-Futtaim’s central finance team to maintain oversight and control through a unified dashboard, while individual brands retain the flexibility to configure country-level settings and maintain their unique checkout identities. This balance of centralisation and localisation is intended to support higher conversion rates and customer retention across the group's vast retail and services portfolio. Furthermore, the infrastructure sets the foundation for "agentic commerce," where AI-driven agents can eventually initiate and complete transactions autonomously on behalf of customers.

The most significant DIRECT QUOTE

"The launch of our payment orchestration platform marks a major milestone in Al-Futtaim’s digital transformation journey. By unifying payment operations across 50 brands and 12 markets, we are creating a scalable and resilient foundation that supports growth, innovation and exceptional customer experiences. Beyond today’s benefits, payment orchestration is a key enabler of the emerging era of agentic commerce, where intelligent AI-driven interactions will increasingly shape how customers discover, purchase and pay."

Paul Carey, EVP Cards, Payments & Fintech at Al-Futtaim.

The companies involved

Al-Futtaim is a major conglomerate operating across diverse sectors including automotive, retail, real estate, and finance. With a presence in 12 markets and a portfolio of 50 brands, the group manages a complex international footprint that requires robust financial infrastructure. Its financial arm, Al-Futtaim Finance, focuses on integrating modern payment solutions to enhance the customer journey across these varied business units. Omar Haddad serves as the CEO of Al-Futtaim Finance.

Juspay is a global payments technology company that specialises in building high-scale orchestration layers for enterprise merchants and financial institutions. The company’s technology stack is built for extreme reliability, currently processing over 350 million transactions daily with a reported 99.999% uptime. Juspay manages more than $1 trillion in annualised Total Payment Volume (TPV). Its operations span the Asia-Pacific region, the Middle East, Latin America, Europe, the United Kingdom, and North America. By providing a unified system that connects multiple payment service providers, Juspay enables large-scale enterprises to localise their checkout experiences without the technical debt associated with managing dozens of individual integrations.

What FF News has reported before

FF News has closely tracked Juspay’s expansion into the Middle East and its growing influence in the orchestration space. Recently, the publication covered how Juspay and Wego Expand Partnership to Streamline Travel Payment Orchestration Across MENA, highlighting the demand for seamless travel payments in the region. This followed a similar report on how Juspay and Wego Expand Partnership to Scale Travel Payments Across MENA.

Beyond the Middle East, Juspay’s infrastructure role was highlighted when DBS Bank India Partners with Juspay to Enhance DBS MAX Merchant Payments. Al-Futtaim has also appeared in recent coverage regarding its regional digital initiatives, specifically when Fawry and Al-Futtaim Partner to Transform Digital Commerce at Cairo Festival City Mall.

What this means

This partnership signals a shift in how diversified conglomerates view the payment stack—moving from a back-office necessity to a strategic lever for conversion. As Al-Futtaim consolidates 50 brands onto a single orchestration layer, it puts significant pressure on traditional payment gateways that rely on exclusive, direct relationships. The industry is moving toward a "decoupled" model where the orchestration layer, rather than the bank or the processor, owns the customer experience and the routing logic. This raises questions for the sector about the future of merchant loyalty; when switching costs between processors are reduced to a toggle in an orchestration dashboard, the competitive landscape for payment service providers becomes significantly more aggressive.