Dubai-headquartered Al-Futtaim has selected India-headquartered payments technology company Juspay to deploy a common payment-orchestration layer across 50 brands and 12 markets, with the rollout beginning in September 2026.
The project is intended to give Al-Futtaim a central control layer for payments while still allowing country and brand teams to maintain local payment configurations and checkout experiences. The companies said the first brand is scheduled to go live in September.
The deployment will cover payment routing, fraud management, adaptive 3-D Secure workflows, local payment methods, network tokenization, analytics and reconciliation. Juspay will also integrate its Breeze checkout stack.
Multi-brand architecture is the immediate use case
Al-Futtaim operates businesses across automotive, financial services, real estate, retail and health, representing more than 200 brands overall. The current Juspay rollout covers 50 brands across 12 markets rather than the group’s entire portfolio.
The companies said the architecture will use central controls alongside country-level and brand-level settings. That model is designed to address a common problem for large regional merchants: payment methods, acquiring relationships, fraud rules and authentication requirements vary by market, while group finance and technology teams still need consolidated visibility.
Juspay says its broader platform processes more than 350 million transactions a day and more than $1 trillion in annualized total payment volume. Those are company-reported network figures and are not specific to the Al-Futtaim deployment.
Agentic commerce is a future layer, not the current rollout
Both companies are also positioning the orchestration layer as infrastructure for future agentic-commerce use cases in which AI agents could initiate and complete payments on behalf of users. However, the September rollout is a payment-orchestration deployment, not an announcement that autonomous AI purchasing is already live across the 50 brands.
That distinction matters as payment companies increasingly attach agentic-commerce roadmaps to core infrastructure upgrades. Other payment networks and financial institutions are also testing agent-initiated transaction models. The immediate value of orchestration, however, remains more conventional: giving merchants a way to manage several payment providers, methods and rules through one control layer.
Cross-market payment complexity drives orchestration demand
As merchants expand across markets, adding payment methods directly to individual brand systems can create duplicated integrations and fragmented reporting. Orchestration platforms aim to separate those payment connections from the commerce layer so routing, authentication and provider changes can be managed more centrally.
For Al-Futtaim, the test will be whether the common architecture can reduce operational complexity without forcing brands into a one-size-fits-all checkout. For Juspay, the deployment provides a large reference customer across a mix of consumer businesses and markets as it expands outside its home market in India.
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