Raya Electronics Launches Egypt’s First B2E Smart Finance and Shopping App

Raya Electronics has introduced a new digital platform aimed squarely at corporate employees in Egypt, marking what the company describes as the country’s first fully integrated Business-to-Employee (B2E) smart finance and shopping app.

Called Raya Elite, the application blends consumer electronics retail with on-the-spot financing. It is developed by Raya Electronics, a subsidiary of Raya Trade and Distribution under Raya Holding for Financial Investments, and represents another push by the group into digital services.

The premise is simple enough. Employees at partner companies receive instant credit limits of up to EGP 300,000, with repayment periods stretching to 48 months. They can then shop for electronics and home appliances from major global brands, either online or through Raya’s nationwide store network. Buy on the app, pick up at a nearby branch. Or browse in-store and manage the financing digitally. A hybrid model, in other words — and if done well, it could be spot on for a market where many shoppers still like to see the product before committing.

Bassem Megahed, CEO of Raya Trade, said the launch builds on B2E services first rolled out in 2015. Those earlier programmes, according to the company, have already reached more than 300 firms and over 100,000 employees. The new platform, he noted, is meant to streamline credit management and open access to exclusive deals through a more agile digital solution.

I have seen over the years how employee-focused benefits can quietly become a powerful retention tool. Back when I first started covering startups in the region, founders often told me that offering gadget financing or appliance discounts was a bit of a faff to organise manually. Digitising that entire flow feels like a natural next step. I reckon this is where traditional retailers either evolve or risk being left behind.

That said, the move is not just about convenience. Raya appears to be strengthening its position in Egypt’s competitive consumer electronics market by embedding financing options directly into the employee experience. It’s a clever play: instead of waiting for customers to walk in, the company taps into corporate networks and integrates itself into monthly salary structures.

And believe it or not, the ambition doesn’t stop at workplaces. Raya Electronics has signalled plans to extend Raya Elite into gated communities, working alongside real estate developers and community management companies. The idea is to offer residents integrated financing and shopping services within their compounds — meeting customers quite literally where they live.

On the flip side, scaling such partnerships can be tricky. Coordinating with property developers and ensuring smooth credit assessments is no small task. Still, if executed well, this expansion could open a fresh channel into Egypt’s growing residential developments and rising middle-class demand for flexible payment options.

For readers of Arageek who follow how digital finance keeps blending into everyday life, this launch feels like another step towards normalising embedded lending in retail. Whether Raya Elite will definately reshape the B2E landscape remains to be seen. But one thing is clear: the line between shopping and financing is getting thinner by the day — and companies that make it seamless may well have the upper hand.

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