Momentum around Pakistan’s transition toward a cash-lite economy took centre stage at the 2nd Merchant Sales Conference hosted by the National Bank of Pakistan, where senior banking executives and global payment leaders outlined strategies to accelerate card and digital transaction growth through deeper ecosystem collaboration.
A key highlight of the conference was a focused panel discussion on scaling cashless transactions across merchant networks nationwide. The session was chaired by Nabeel Aslam, Head of Cards at NBP, and brought together a cross-section of stakeholders from international payment schemes, fintech enablement platforms and senior bank leadership.
Among the panellists were Arslan Khan, Country Manager of Mastercard, Nadeem Haroon, Country Manager of UnionPay International, and Ahsan Aslam, Managing Director of Golootlo. They were joined by senior executives from NBP including Zahir Khurshid, Divisional Head RBG, and Syed Muhammad Shahid, Divisional Head AIBG. The composition of the panel reflected the layered structure of Pakistan’s payments ecosystem, spanning global networks, domestic banking infrastructure and merchant-focused digital platforms.
The discussion centred on strengthening collaboration between local acquiring banks and global payment schemes to expand card acceptance and transaction volumes. Speakers noted that while card issuance has grown steadily in recent years, the real inflection point lies in expanding active merchant touchpoints and improving usage frequency. Enhanced coordination between banks and international networks was described as essential to aligning incentives, standardising technology integration and reducing friction in onboarding merchants.
Merchant incentives and ecosystem alignment formed another core theme of the dialogue. Panellists highlighted that adoption challenges often stem from cost sensitivities, operational concerns and limited awareness among small and medium enterprises. Structured incentive frameworks, targeted awareness campaigns and bundled digital solutions were presented as viable tools to encourage merchants to transition from cash-dominant models to card and QR-enabled systems. The emphasis was placed not only on infrastructure deployment but also on building sustainable transaction behaviour.
Practical strategies to increase card and digital usage were discussed in detail, with attention given to data-driven campaigns, loyalty integrations and co-branded initiatives. Representatives from Mastercard and UnionPay International underscored the importance of leveraging global best practices while tailoring solutions to Pakistan’s regulatory and consumer environment. They pointed to collaborative marketing efforts and value-added services as levers to drive both consumer demand and merchant participation.
From a fintech perspective, Golootlo’s leadership stressed the role of digital platforms in bridging gaps between banks and retailers by offering rewards, analytics and engagement tools that enhance transaction stickiness. Integrating such platforms with traditional acquiring channels was framed as a way to generate measurable uplift in card usage and digital spend.
The evolving payments landscape also featured prominently in the conversation. Panellists acknowledged that rapid shifts in consumer expectations, mobile-first behaviours and regulatory frameworks require continuous innovation. As digital wallets, contactless solutions and alternative payment rails gain traction, traditional card networks and banks must recalibrate their strategies to remain competitive and relevant.
Senior management from NBP emphasised that scaling cashless transactions is not solely a technology challenge but a coordinated ecosystem effort. Aligning banks, global schemes, fintech partners and merchants under a shared growth roadmap was described as critical to sustaining long-term digital expansion.
The 2nd Merchant Sales Conference thus served as a strategic forum for aligning priorities across stakeholders shaping Pakistan’s payments infrastructure. With collaboration, incentives and innovation positioned at the centre of the agenda, the event reflected an industry-wide push to convert digital potential into measurable transaction growth across the merchant economy.
Follow the PakBanker Whatsapp Channel for updates across Pakistan’s banking ecosystem