Mastercard’s new ecommerce payment feature is now available in the United Arab Emirates. The Payment Passkey was created together with Tap Payments and Noon Payments for consumers to authenticate payments using facial recognition or fingerprint scans on their devices.
This means they can skip one-time passwords, making this a faster, more secure checkout experience. Mastercard’s Payment Passkey is now live in the UAE, with plans for other regions in the Middle East and North Africa to follow.
Recent Mastercard research reports that 90% of global consumers view biometrics as more secure and convenient than traditional passwords. This new tech is a way towards meeting those preferences, by trying to take away password-related issues while keeping transactions safe.
This removes the need for one time passwords, which are often targeted by scams like phishing and SIM-swapping. Mastercard uses tokenisation to replace card details with unique tokens, protecting personal data from fraudsters.
When customers select Mastercard during checkout, they can confirm their purchase with a quick biometric scan if their card details are stored on file. This method speeds up the checkout process, reduces abandoned carts, and lowers the likelihood of fraud.
Why Are Merchants Starting To Use Payment Passkey?
Ecommerce is becoming bigger in the Middle East and North Africa, with the market being valued at $29 billion last year, and expected to reach nearly $50 billion by 2028. With this feature, Noon Payments will support small and medium-sized businesses by making transactions easier and strengthening security.
Noon Payments sees this partnership with Mastercard as an opportunity to support both local businesses and online shoppers. Hisham Zarka, CTO of Noon said, “We’re excited to collaborate with global tech leaders like Mastercard to enhance payment experiences for our customers and merchants. A key part of our mission is to empower local merchants and consumers with innovative solutions.
“The Mastercard Payment Passkey Service boosts data protection and simplifies online checkout. We look forward to helping noon Payments’ merchants and customers fully benefit from this exciting new service.”
10 ECommerce Companies In The UAE
Now, these 10 companies could make use of this tech, as a way to complement their already top-notch products. Have a look at the interesting offerings these companies have…
1. Mumzworld
Mumzworld is a Middle Eastern online hub for everything parents need for their children, from baby products to toddler essentials. With a team of parents behind the scenes, the platform makes it easier to find trusted brands and safe, enjoyable products that suit both babies’ and parents’ needs. The goal here is to give families access to high-quality items at prices that keep their budgets in mind, allowing parents to shop with confidence and convenience.
2. Ounass
Ounass brings luxury shopping directly to homes across the Middle East. Based in Dubai, this online store curates a selection of high-end fashion, beauty products, and home decor from top designers. Known for swift deliveries and personalised touches, Ounass stands out as a service that combines glamour with convenience. Shoppers can also choose eco-friendly packaging, matching their love for luxury with a touch of sustainability.
3. Eyewa
Eyewa, founded in 2017, has quickly grown into one of the Middle East’s leading online eyewear stores. Shoppers can browse a stylish range of prescription glasses, sunglasses, and contact lenses. Eyewa makes buying eyewear simple and accessible, whether online or in-store, with speedy shipping and straightforward exchanges. It’s a go-to for anyone looking to combine style with practicality.
4. Golden Scent
Golden Scent has become a favourite destination for fragrance lovers across the Gulf. With a rich selection of both Arabic and international perfumes, Golden Scent connects customers to genuine scents without stepping out of the house. This online platform also keeps its followers engaged through social media, adding a social element to fragrance shopping. It’s a modern, convenient way to find that perfect scent for any occasion.
5. The Plush Posh
The Plush Posh makes designer fashion accessible through a curated collection of pre-loved luxury handbags, shoes, and accessories. Each item is carefully checked for quality, giving shoppers the confidence to indulge in luxury that’s gentle on the environment. TPP appeals to those who appreciate both high fashion and mindful shopping, making it easy to find elegant pieces that stand the test of time.
6. Kibsons International
Kibsons International is a trusted name in the UAE’s grocery delivery scene, offering an extensive range of fresh fruits, vegetables, meats, and essentials straight to homes and businesses. Sourcing produce globally, Kibsons maintains top quality through careful handling in HACCP-certified facilities. What began as a small family-run business in Dubai has expanded into a network of over 1,500 employees, delivering hundreds of thousands of kilos of fresh goods daily to a loyal customer base.
7. Libas
Libas is a sustainable platform for pre-loved designer items. Founded in Beirut, Libas champions eco-conscious values, giving a second life to high-quality pieces. Buyers find unique vintage treasures, while sellers can showcase their pieces to a new audience. Each item goes through a authentication process and this is so that customers receive genuine, quality items every time.
8. Careem
Careem began as a simple ride-hailing app and has grown into a regional “everything app.” Users can now book rides, order food and groceries, and manage payments all in one place. With over 2.5 million drivers and operations in multiple countries, Careem has simplified life for millions. Strategic partnerships and recent investments continue to fuel its growth as a daily essential for many.
9. InstaShop
InstaShop connects UAE residents to their favorite supermarkets, pharmacies, and specialty stores with just a few taps. Users can order groceries, pet supplies, and pharmacy items for delivery in as little as 30 minutes. By partnering with popular stores like Carrefour, InstaShop has become a reliable, fast, and convenient choice for a wide variety of everyday needs.
10. Noon
Noon is a one-stop shopping platform offering everything from electronics to groceries and fashion. Known for dependable delivery and easy returns, Noon has become a top choice for UAE customers. Recently, its “Noon NowNow” service offers ultra-fast grocery delivery, adding a new layer of convenience for busy shoppers across the region.
