Local online merchants urged to prepare for another ‘midnight surge’ as late night matches drive transactions
As football fans across the UAE prepare for a month of late-night FIFA World Cup action, payment orchestration platform Juspay is advising online merchants to prepare for a spike in overnight transactions and heightened demand during match days (or nights).
With over 60% World Cup 2026 matches kicking off after midnight Gulf time, the UAE's mobile-first shopping culture is expected to amplify overnight spending. More than 80% of e-commerce traffic generated on smartphones, so merchants are likely to see increased purchasing activity during and immediately after high-profile matches.
UAE merchants are facing an unprecedented shift in transaction patterns. As millions of fans stay awake to watch live matches, a growing share of purchases-from food delivery and convenience retail to merchandise and streaming subscriptions-is expected to occur during overnight hours rather than traditional shopping periods.
Industry reports indicate that daily online shopping activity in the UAE has increased significantly over the past five years, while digital payments have become the preferred method of checkout for a growing share of consumers. According to Juspay, major sporting events frequently generate concentrated periods of online activity that can place unexpected pressure on merchants' payment infrastructure.
"Large-scale sporting events such as the World Cup create a unique digital commerce environment where millions of consumers are online simultaneously, often outside traditional shopping hours," said Nakul Kothari, head of Middle East & APAC at Juspay.
"We are anticipating a type of ‘Ramadan surge’ as experienced during the Holy Month with high activity especially between 10pm and 3am. Online marketplaces, apparel brands, and healthcare platforms have recorded a 143% increase in transactions in the lead-up to Ramadan in previous years, building on sustained digital growth from the previous year," he says.
"These World Cup surges are likely to be based around kick-off and half-time timings. With many matches kicking off after midnight UAE time, merchants should expect increased transaction volumes during overnight periods. The challenge is ensuring that every customer reaches a successful checkout despite spikes in traffic, payment provider congestion or temporary processing issues," he adds.
Payment orchestration technology is becoming increasingly important during major events because it allows merchants to intelligently route transactions through multiple payment providers, improving resilience and reducing the risk of failed payments.
"A failed payment during a peak event can mean a lost customer and lost revenue," he added. "Payment orchestration helps merchants maximise approval rates by automatically selecting the most effective payment processing route in real time. During high-demand periods such as the World Cup, that capability can have a direct impact on conversion rates and customer experience."
As the UAE's football fans prepare for weeks of after-hours viewing, Juspay believes businesses that invest in seamless payment experiences will be best positioned to capitalise on the tournament's economic impact.
Merchants have spent years optimising their websites, marketing and logistics.The World Cup is a reminder that the payment experience remains one of the most critical moments in the customer journey. Businesses that can deliver fast, reliable and frictionless checkouts at 2 a.m. will be the ones that win off the pitch.
