Apaya

Apaya: No-Code Payment Orchestration for MENA Merchants

Apaya is a payment orchestration platform for merchants operating in the Middle East and North Africa. The platform integrates with individual payment service providers (PSPs), allowing businesses to connect, manage, and optimize transactions across over 100 processors through a single integration, using a no-code interface.

What Apaya Does

Apaya provides a vendor-agnostic orchestration layer connecting merchants to PSPs, including Checkout.com, Stripe, Tap Payments, Tabby, Mada, Amazon Payment Services, Areeba, and others. Its No-Code Studio enables payments and operations teams to build transaction routing workflows, configure failover logic, and manage provider selection based on cost, geography, card type, or success rate, without requiring extensive engineering.

Core Capabilities

The platform includes intelligent transaction routing with automated retry and a unified checkout supporting over 100 payment methods. It is PCI DSS certified, offers tokenization and secure vaulting, supports 3D Secure 2.0 authentication via GPayments, and provides fraud orchestration through providers like SEON. Apaya also offers unified analytics across the payment stack and natively supports regional payment methods important for MENA commerce, including Mada (Saudi Arabia), KNET (Kuwait), Fawry (Egypt), STC Pay, and buy-now-pay-later options such as Tamara and Tabby.

Measured Outcomes

Apaya's intelligent routing helps merchants to achieve higher authorization rates and reductions in blended processing costs by routing transactions to the lowest-cost acquirer per BIN and currency. Deployment timelines for PSP integration are reduced from months to minutes using pre-built connectors. Cart abandonment has been reduced through Apaya's localized, unified checkout experience.

Who It Serves

Apaya is designed for mid-market and scaling merchants in ecommerce, subscription platforms, marketplaces, transport and logistics, and digital services. The platform supports multi-entity management through parent/child account structures, role-based access controls, and data residency compliance aligned with UAE, Saudi, and Egyptian regulatory requirements.

Key Differentiators

Apaya is MENA-native, offering local PSP coverage, regional compliance expertise, and built-in Arabic-language checkout support, distinguishing it from global orchestration platforms. Apaya is vendor-agnostic, allowing merchants to diversify providers, avoid lock-in, and retain full ownership of transaction data, unlike traditional PSPs that offer routing only within their own infrastructure. The no-code interface allows business teams to control payment strategy, experiment with routing rules, and adapt to market changes in real time.