The Gulf region has rapidly embraced digital transformation: smartphones, e-commerce,
and mobile banking have become everyday staples from Dubai to Riyadh. Yet, amid this
surge, many consumers still face friction when it comes to basic solutions such as
flexible payment options. Credit cards and traditional financing often feel out of date with the
region’s fast-moving lifestyle. As a result, Gulf markets shoppers are constantly seeking
smarter, more user-friendly ways to pay, and Gulf fintech landscape has recently addressed
that.
When Demand Outpaces Supply, Opportunity Emerges
Early indicators suggested that digital payments in the Gulf were headed toward a tipping
point: shoppers were ready for seamless checkout experiences, while merchants were
searching for tools to boost sales and reduce cart abandonment. But “buy now, pay later”
solutions were scarce, and existing credit processes remained “old news”. In this environment,
a focused fintech startup could quietly capture attention by solving a single, persistent pain
point.
Built for the Gulf:
In 2019, a small team of entrepreneurs recognized that gap and set out to build a niche
product: an easy, transparent way for Gulf consumers to split purchases without interest or
hidden fees. Tabby emerged from that insight, aiming to fill the void between digital shoppers’
expectations and the limited options offered by banks. In its first year, Tabby launched with a
small set of e-commerce partners. Their core idea is as simple as it gets, they enable customers
to shop online and in-store, splitting their purchases into four interest-free payments. An
approach that quickly resonated with both shoppers and merchants.
“Today’s consumer is a lot smarter. They are a lot more aware of what’s around them and
therefore they are able to make better decisions. Today’s consumer is less comfortable getting
credit cards”
— Hosam Arab, CEO of Tabby.
Tabby’s journey wasn’t marked by explosive pivots or a single viral product. Its growth came
through careful calibration. From the start, the team concentrated on the essentials: building
seamless user experience, securing merchant partnerships, and maintaining a strict focus on
Gulf markets. The last one is a key driver of Tabby’s innovation, the regional-first mindset.
Rather than copy-pasting Western fintech models, Tabby tailored its approach to the Gulf
markets. That meant aligning with local regulations early, optimizing interfaces for Arabic and
bilingual users, and integrating with regional payment systems. Its strength wasn’t just being
digital; it was being convenient and native to the digital habits of Gulf consumers. Moreover,
strategic partnerships with regional giants like Namshi, IKEA, and SHEIN played a pivotal role
in expanding reach while reinforcing trust.
Rise to #1:
What made Tabby stand out wasn’t just the process, but the infrastructure behind it. They
have provided a state-of-the-art convenience for payments. And instead of trying to scale
prematurely, they remained proportionate, focusing on transaction volume and repeat usage
over vanity metrics. By staying close to consumer behavior and responsive to local buying
habits, Tabby improved sustainably.
In 2025, Tabby claimed the top spot on Forbes Middle East’s Fintech 50. Ahead of well
established players like Fawry and Thndr. This wasn’t hype, it was the result of clever strategy.
Currently, Tabby serves over 15 million users, powers $10 billion in annual transactions, and
partners with 40,000+ brands across Saudi Arabia, the UAE, and Kuwait.
– That’s how a relatively young startup can outperform giants.
Blueprints of Success:
From a business development lens, Tabby serves as a case study in sustainable scaling: focus
on one core need, execute with precision, build credibility with partners, and grow only when
the infrastructure is ready. They proved that thoughtful planning and deep market
understanding are what drive a long-term impact. In fact, the ability to identify a clear gap and
scale responsibly reflects exactly the kind of forward-thinking mindset the Gulf’s digital
economy needs more of. Unfortunately, it’s a blueprint that’s rare in the region.
At Devvelopp, we see stories like Tabby’s not as exceptions, but as signals, of what’s possible
when ideas are backed by smart execution and suited tools. Across the Gulf region and beyond,
our mission is to help businesses engineer growth: actionable, resilient, and deeply relevant
to the markets they serve.
