Financial
Beyond Borders: Why International Expansion Is a Growth Strategy, Not Just a Milestone
By Máire (Mo) Morris, Founder & CEO of Morris Global Consulting
International expansion has long been seen as a milestone that signals a brand has ‘made it’. I believe that view is outdated, as behind the scenes often tells a different story. Today, expanding into new markets is not simply about increasing a company’s footprint. It needs to be done well, which in turn leads to an effective way to diversify revenue, build resilience and increase long-term enterprise value.
Across the GCC, we are seeing a new generation of founders creating businesses with global potential. The region has evolved into one of the world’s most dynamic business environments, producing brands with stronger operational foundations, more sophisticated leadership teams and products that are increasingly attracting international attention. As a result, the conversation has shifted. It is no longer about whether businesses should expand internationally, but when they should do it and how they can maximise their chances of success.
Several structural changes are driving this trend. Digital commerce has lowered many of the traditional barriers to international growth. Brands can now test demand, build communities and generate sales in overseas markets before committing to physical retail or local operations. Investor expectations have also evolved. Sustainable, well-planned growth is now valued far more highly than expansion for expansion’s sake. Investors want evidence that a business can replicate its success across multiple markets through strong financial discipline, scalable operations and a clear commercial strategy.
At the same time, recent supply chain disruptions have encouraged businesses to diversify production and reduce dependence on a single sourcing region. Many founders are therefore designing their businesses with international growth in mind from the outset, creating brands that can adapt to different markets over time.
However, opportunity should never be confused with readiness. One of the biggest mistakes I see is founders allowing ambition, and sometimes quite frankly ego, to outweigh evidence. Success in one market does not automatically translate into another. Every country has its own consumer behaviours, pricing expectations, regulations and routes to market. Assuming customers will respond in exactly the same way can become an expensive lesson.
Strong domestic performance is only one part of the equation. True readiness means having a scalable business model, healthy cash flow, resilient operations and a product that genuinely meets the needs of the target market. It also requires robust financial planning, legal and intellectual property protection, and a clear strategy for market entry.
Just as importantly, businesses need the right people around them. Local partners, distributors and experienced advisors bring invaluable market knowledge, established networks and cultural understanding. They help brands navigate complexity, avoid costly mistakes and accelerate growth. Even the strongest business can struggle if it enters a market without the right expertise on the ground.
Choosing where to expand is equally important. Too often, founders are drawn to markets that appear exciting or fashionable rather than those offering the strongest commercial opportunity. The first international market should always be selected using data, not instinct. Customer demand, competitive positioning, operational feasibility, acquisition costs and available resources should all inform the decision.
The largest market is not necessarily the best one. If competition is saturated or customer acquisition costs are too high, a smaller market with stronger commercial fundamentals may deliver far better returns. In most cases, I encourage businesses to take a phased approach, establishing success in one market before expanding further. International growth is a long-term strategy, not a race.
For design-led brands, another challenge is maintaining a consistent identity while remaining relevant to local audiences. The strongest brands never lose sight of who they are. Their purpose, quality and positioning remain consistent, while elements such as marketing, product assortment, pricing and customer experience are adapted to reflect local consumer preferences. When approached strategically, localisation strengthens relevance without compromising the essence of the brand. Authenticity, quality and consistency resonate across cultures. Those are the qualities that build trust, regardless of geography.
Digital-first expansion is also changing the way emerging brands enter new markets. For many businesses, e-commerce provides an opportunity to validate demand, build awareness and gather customer insights before making significant investments in physical retail. This reduces risk and allows founders to make decisions based on real customer behaviour rather than assumptions.
Of course, international expansion requires investment before it delivers meaningful returns. Market research, regulatory compliance, intellectual property protection, distribution, marketing, local partnerships and working capital all require careful financial planning. It is common for profitability to soften in the short term while these investments are made.
The businesses that generate the strongest long-term returns are those that enter new markets with realistic expectations, sufficient capital and a clear path to sustainable revenue. This is also where international expansion begins to influence enterprise value. Investors place significant importance on geographic diversification because it reduces risk. Businesses that rely on a single market are naturally more exposed to economic cycles, regulatory changes, geopolitical uncertainty and shifts in consumer demand. Companies that have demonstrated they can replicate success across multiple markets are viewed as more resilient and more scalable.
This is not simply about operating in several countries. Investors want evidence that growth can be repeated through disciplined execution, sound financial performance and a scalable operating model. Successfully establishing one or two international markets often provides that confidence and can materially strengthen investor interest.
It is important to also note that international expansion is not the right strategy for every business. A highly profitable company with a loyal customer base and a dominant regional position can still create exceptional enterprise value. This is particularly true for brands built around local craftsmanship, heritage or provenance, where regional focus strengthens the overall proposition. Expansion should only be pursued when it supports the long-term vision of the business and creates sustainable value.
As we look ahead, international expansion needs to become increasingly strategic and data-driven. Artificial intelligence, digital commerce and more sophisticated market intelligence will help businesses identify opportunities and validate demand before committing significant investment. At the same time, geopolitical uncertainty and supply chain resilience will remain key considerations, making thoughtful planning more important than ever.
Through my work at Morris Global Consulting, supporting hundreds of businesses entering new markets across multiple regions, one lesson remains constant. The companies that succeed internationally are rarely the ones that move the fastest. They are the ones that prepare thoroughly, make decisions based on evidence rather than assumptions, and invest in the right partnerships before taking the next step.
International expansion is not about being present in as many countries as possible. It is about building a stronger, more resilient business that is equipped for sustainable growth over the long term. When approached strategically, crossing borders does far more than open new markets. It creates lasting value.
Financial
Connecting Industries and Trade: Malakut Business Forum 2026 Brings Together 750+ Delegates and 300+ Companies
The Malakut Business Forum 2026 is set to bring more than 750 delegates and over 300 companies together at Sky Bubble, Meydan Hotel, Dubai, on 25 November 2026, with C-suite executives and directors accounting for 60 per cent of attendees.
The one-day forum will convene senior leaders from banking, trade, insurance, logistics and industry across five streams: Finance, Risk, Artificial Intelligence, Logistics and Technology.
The 2026 edition builds on the success of the inaugural forum with even greater scale and a more focused agenda. Organisers are lining up more than 25 industry speakers and over 20 partners, with a projected digital reach of 200,000+ online users, providing even more opportunities for partners to connect, engage and be seen. The key topics to be explored during this edition include business resilience, geopolitical challenges, innovation and the future of global trade.
“Business leaders are making critical decisions under pressure, across borders and with less certainty than ever. The Malakut Business Forum was created to bring the right people into the same room, so decisions are better informed and conversations turn into real opportunities. Our 2026 edition is bigger, bolder and built for impact, and we are proud to host it in Dubai, a global crossroads of trade,” said Alex Dolgopolov, CEO of Malakut, the Founding Partner of Malakut Business Forum 2026
The programme is built around real cases and candid discussion. Finance sessions will examine how companies protect liquidity under pressure and turn high-risk projects into bankable ones. The Risk stream will address securing political violence and war risk cover during active conflict, and what businesses can do when the insurance market will not take the risk. Artificial Intelligence sessions will look at AI savings that reached the P&L, the move from copilots to agents and what leaders refuse to automate. Logistics will tackle rerouting during conflicts and the question of who pays for resilience, while Technology will cover scaling across fragmented markets and modernising core systems without disrupting daily operations.
Beyond the main stage, delegates can expect a networking reception, a partner showcase, a live podcast studio, VIP hospitality and an evening cocktail and dinner experience. Private Skyboxes overlooking the Meydan race track will offer partners an exclusive setting for high-value meetings with clients, prospects and partners.
Financial
Stablecoins Can Move Money Faster. Can They Make Cross-Border Payments More Reliable?
Imagine a business that pays an overseas supplier in stablecoins. The transfer is confirmed within minutes, but the supplier cannot access the funds in the currency needed to fulfil the order. A bank review holds up the conversion, the delivery date approaches, and neither party knows how long the delay will last.
The payment has worked as a blockchain transaction. As a business transaction, however, it has fallen short.

This distinction matters as stablecoins gain attention as a more efficient way to move money internationally. They offer genuine advantages, including faster settlement and the potential to reduce transfer costs. But businesses do not adopt payment methods simply because the technology works. They need to know that money will arrive when expected, that recipients can use it, and that problems can be resolved without leaving both parties in limbo.
For stablecoins to become a practical part of global commerce, the industry must address the parts of a payment journey that technology alone cannot fix.
The Real Cost Is More Than the Transfer Fee
Sending money across borders remains expensive, despite years of investment in digital payments. World Bank data puts the global average cost of remittances at approximately 6.36% per US$100, down from 8.89% in 2010. Progress has been uneven, with established corridors such as the UAE–India and US–Mexico benefiting from more developed financial networks, while some routes serving Africa, Latin America and Southeast Asia continue to face higher costs.
The UAE illustrates why this matters. With expatriates accounting for around 88% of its population, the country is a major centre for international remittances, particularly to South Asia. Improvements in payment infrastructure have implications not only for individuals sending money home but also for companies paying suppliers, contractors and employees abroad.
Stablecoins could help reduce some of the friction involved. Yet headline transaction volumes can obscure how much progress has actually been made in everyday payments. The $8.82 trillion in stablecoin transaction volume cited for the first half of 2026 includes activity that is not necessarily linked to purchasing goods, paying suppliers or settling commercial invoices. Estimates of real-world stablecoin payment activity, at approximately $390 billion, offer a different perspective on adoption.
The distinction is important. Moving a digital asset between wallets is not the same as completing a payment that meets a business’s commercial needs. The latter requires the entire process, from funding and settlement to conversion, reconciliation and confirmation, to work reliably.
Businesses Need Someone to Turn to When Payments Fail
Conventional payment systems have plenty of shortcomings, but businesses generally operate within established arrangements for investigating failed transfers, handling refunds and determining who is responsible for a loss. Stablecoin payments introduce a different set of participants and processes, and responsibility can become less clear when something goes wrong.
A cross-border transaction might involve a stablecoin issuer, a payment provider, an exchange and one or more banks. Each may have its own compliance obligations, operating procedures and timelines. A transaction can settle on-chain while remaining inaccessible to its intended recipient because a bank review, liquidity issue or other operational problem interrupts the next stage.
For a business, the consequences are tangible. A supplier may delay an order, a shipment may miss its window, or a contractual payment deadline may be breached. The savings achieved through faster settlement can quickly lose their value if the business cannot predict when the recipient will actually receive usable funds.
This is why dispute handling, refunds, transaction restrictions and clear escalation procedures need to be considered from the outset. A system designed for commercial use cannot rely on the assumption that every transaction will proceed as intended.
There is room for infrastructure that brings together blockchain-based payments and familiar financial risk controls. Such systems could help coordinate transaction monitoring, counterparty checks and the handling of disputed or interrupted payments.
The objective is not to recreate every layer of traditional banking, but to give businesses a clear process and an accountable party when a payment requires intervention.
International Payments Need International Coordination
The same issue arises at the regulatory level. A business making payments across several markets should not have to navigate a completely different set of operational expectations at every border.
Europe’s Markets in Crypto-Assets Regulation (MiCA), the US GENIUS Act, and frameworks developed by the UAE’s Virtual Assets Regulatory Authority (VARA) and Central Bank of the UAE (CBUAE) represent important efforts to establish rules for digital assets. However, they differ in their treatment of issuers, reserves, disclosures and permitted activities. Approval in one jurisdiction does not automatically establish acceptance in another.
Information-sharing requirements create another challenge. Where Travel Rule protocols are implemented differently, payment providers may struggle to exchange information about transaction participants consistently. This can introduce friction even when the underlying transfer is technically straightforward.
The answer is not necessarily a single global rulebook.
Countries have different legal systems and regulatory priorities. What the industry needs is greater compatibility between those systems: clearer expectations for cross-border transactions, more consistent information-sharing arrangements and practical ways for compliant providers to operate across jurisdictions.
For businesses, regulatory predictability is part of payment reliability. Companies need to understand the conditions under which funds can be transferred, held or released before committing to a payment method.
The Banking Relationship Still Matters
Stablecoins may change how value moves, but they do not eliminate the need to connect digital assets with conventional money. Businesses still need access to fiat currencies, dependable liquidity and banking services that support their operations.
That connection remains a weakness in parts of the market.
Liquidity can be spread across different issuers and blockchain networks, while some banks have chosen to reduce their exposure to digital asset companies rather than develop services for them.
The broader lesson is that blockchain infrastructure cannot operate in isolation. Its commercial usefulness depends partly on the strength of the institutions and services that connect it to the wider financial system.
Reliability Is What Will Make the Difference
None of this means that compliance controls should be weakened. Stablecoin issuers and payment providers must be able to respond to sanctions requirements, suspicious activity and other legitimate reasons to restrict transactions. But businesses also need transparency about why a payment has been held, what steps are required to resolve the issue and who is responsible for communicating the outcome.
Smart contracts can automate agreed payment conditions, but they cannot independently settle every legal dispute or reconcile conflicting requirements across jurisdictions. Those responsibilities must be addressed through contracts, institutions and operating procedures designed around the realities of cross-border commerce.
The next stage of stablecoin adoption will depend on how well the industry deals with these less visible parts of the payment experience. Better settlement technology is valuable, but it must be matched by dependable banking access, compatible regulatory arrangements and clear responsibility when transactions do not go to plan.
For businesses, the question is not simply whether stablecoins can move money faster. It is whether they can make international payments more predictable, easier to manage and less costly in practice.
That is the standard the industry must meet if stablecoins are to become more than an alternative way to transfer digital value.
(Author Info: Jack Tang is an accomplished fintech entrepreneur, at the intersection of payments infrastructure and digital assets. As Co-founder & CEO of London-based BoomFi, Jack leads the platform’s work in crypto payment infrastructure. He has over ten years of experience in entrepreneurship, building and scaling businesses across consumer and enterprise markets.)
Financial
Pay10 Announces Strategic Partnerships at Dubai FinTech Summit 2026, Advancing the UAE’s Digital Payments Ecosystem
Pay10, a UAE-regulated financial technology company, today announced a series of strategic partnerships, commercial agreements and Memoranda of Understanding (MoUs) at Dubai FinTech Summit 2026. The announcements mark a step towards expanding digital payment choices and supporting the UAE’s transition towards real-time, interoperable and account-based payments, in alignment with the Central Bank of the UAE’s Financial Infrastructure Transformation (FIT) Programme.
Pay10’s partnerships with leading brands, including GEMS, Jumbo Electronics, Bikanervala, Allday, Just Gold and Save In Gold, span education, retail, food and beverage and specialised commerce. With live deployments already in place at GEMS, Bikanervala, Allday and Just Gold, Pay10 is extending its payment ecosystem across everyday consumer and business transactions.
Building a Connected Payments Ecosystem
Pay10 brings together instant payments, Open Finance, digital accounts, domestic card infrastructure and merchant payment acceptance through an integrated platform.
Directly integrated with Aani, Pay10 enables instant payments and supports account-based payment experiences. Its Open Finance capabilities allow consumers to securely connect supported bank accounts, access consolidated financial information and monitor spending through one application. Its Jaywan issuance capabilities also enable eligible wallet customers to access domestic card payments across POS terminals, ATMs and e-commerce channels.
For merchants, the platform offers multiple payment acceptance options, including Pay by Pay10, Pay by Bank, card acceptance, interoperable QR payments, payment links and digital payouts. Its proprietary POS application, QR and soundbox solutions are supported by an in-house Terminal Management System.
Through supported account-based payment methods, merchants can access funds in real time, helping improve cash flow and reduce payment acceptance costs, with potential savings of up to 70% in applicable use cases. Pay10 also reports transaction success rates of over 90% across its integrated technology infrastructure.
Strategic Partnerships and Collaborations
The partnerships with GEMS and Jumbo Electronics aim to expand digital payment choices and improve collection efficiency across education and consumer retail. Existing deployments with GEMS, Bikanervala, Allday and Just Gold demonstrate the application of Pay10’s payment solutions across different commercial environments.
Allday, a leading convenience chain in the region, presents an opportunity to explore the impact of digital payment solutions across high-frequency, small-value transactions.
Pay10 also announced several MoUs to explore emerging financial use cases. Its partnership with Yalla Financial Solutions, part of Fintra Holding, will explore bank-account-based wallet funding through Open Finance.
Additionally, our collaboration with TotalPay will enable TotalPay to access Pay10’s merchant payment acceptance capabilities through its technology platform and integrations. The partnership aims to expand merchant payment choices and simplify the adoption of emerging payment solutions.
Dr. Waleed Sadek, Founder & CEO of Yalla Financial Solutions, said: “We are pleased to explore this strategic collaboration with Pay10, reflecting our shared vision of building a more connected and accessible financial ecosystem. Through Open Finance and account-based wallet funding, we aim to unlock new opportunities for seamless digital payments and enhance the financial experience for businesses and consumers across the region.”
Supporting the UAE’s Financial Infrastructure
Pay10’s strategy aligns with the Central Bank of the UAE’s FIT Programme through the adoption of domestic payment infrastructure, including Aani, Jaywan and Open Finance. By investing in direct infrastructure connectivity and proprietary technology, the company aims to support greater interoperability, financial inclusion and more efficient payment experiences.
Harry Gill, Founder & Chairman, Pay10, said: “The UAE has laid the foundations for the future of finance, and our goal is to make it accessible to everyone. Pay10 is building a UAE-based alternative payment ecosystem that brings together domestic payment infrastructure, Open Finance, accounts, cards and merchant solutions. Our partnerships with GEMS, Jumbo Electronics, Bikanervala, Allday and Just Gold reflect growing confidence in this vision. We remain committed to advancing the UAE’s financial ambitions through a connected, interoperable ecosystem built to scale globally.”
Our collaboration with TotalPay will enable it to access Pay10’s payment acceptance capabilities for merchants through TotalPay’s technology platform and integrations. The partnership aims to expand merchant payment choices and simplify the adoption of emerging payment solutions.
With further agreements, product launches and integrations in development, Pay10 aims to expand its consumer and merchant capabilities across the UAE and international markets.
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