The app offers credit limits of up to EGP 300,000, with instalment plans of up to 48 months, the statement said.

It also provides access to discounts on electronics and home appliances through Raya Electronics’ retail network in Egypt.

The company said the launch is part of efforts to expand its business-to-employee (B2E) services and integrate digital and traditional retail channels.

It added that the app is intended to support its digital transformation strategy and reach new customer segments.

Raya Trade and Distribution CEO Bassem Megahed described the platform as a digital solution designed to help users manage credit and access promotional offers.

E-commerce in the region has grown in recent years, supported by improvements in digital infrastructure, rising smartphone use, expanded electronic payment systems, delivery services, and government digital transformation initiatives.

The global e-commerce market was valued at about $4.12 trillion in 2024 and is projected to reach $6.48 trillion by 2029.

In Egypt, electronics accounted for 33.5 percent of e-commerce transactions between 2024 and early 2025. During this period, the country has also taken steps to modernize customs systems and support e-commerce growth, alongside broader efforts to expand digital and financing tools within the banking sector.

The Central Bank of Egypt (CBE) has promoted digital transformation initiatives, including the use of artificial intelligence (AI) to support a transition to a cashless society and enhance financial inclusion under Egypt’s Vision 2030.

The Financial Regulatory Authority (FRA) has also launched a payment network to facilitate digital payments of financial obligations and improve access to regulatory and supervisory services for non-banking financial entities, as part of Egypt’s digital transformation strategy.