How will Google's shift to EGP impact Egypt’s digital creators?

Google’s recent announcement to transition payments for services like AdSense and YouTube AdSense from USD to Egyptian pounds (EGP) starting in May 2025 represents a significant shift for digital content creators and advertisers in Egypt. This change reflects broader global trends in Google’s strategy, aiming to localize payments in emerging markets and support local economies. But what does this mean for Egypt, its creators, and the broader economy?

1. Empowering Local Content Creators By transitioning to payments in EGP, Google is aligning Egypt with other countries like Jordan and Mexico, where payments are already made in local currencies. For Egyptian creators, this shift simplifies their earnings process, allowing them to directly receive payments in local currency without the hassle of conversion fees or dealing with fluctuating exchange rates. This move could help content creators manage their revenue more efficiently, boosting the overall digital economy.

2. Supporting Economic Localization One of the primary benefits of this transition is the support it offers to Egypt’s local financial systems. By switching to EGP payments, Google is promoting local banking infrastructure and encouraging the use of Egyptian financial institutions. Additionally, as Egypt continues to face challenges related to currency valuation, localized payments can help mitigate the impacts of global currency fluctuations on the earnings of content creators and digital advertisers.

3. Potential Boost to the Digital Ecosystem Google’s move comes at a time when Egypt’s digital economy is rapidly growing. In 2021 alone, Google contributed around EGP 11.2 billion to the Egyptian economy, with the number of YouTube channels generating over EGP 1 million increasing by over 50% year-on-year. The shift to local currency payments underscores Google’s commitment to further developing the country’s digital landscape, ensuring that creators and advertisers can thrive in an evolving market.

4. Streamlined Payment Process To facilitate this transition, Google will establish new EGP-based payment accounts for users starting in April 2025. Existing balances in USD will be converted to EGP based on the previous month’s exchange rate, ensuring a smooth transition without losses for users. Creators will need to link their accounts to local banks capable of receiving these payments, further integrating Egypt’s financial systems with global platforms.

5. A Strategic Move in a Global Context Google’s decision to transition to local currency payments isn’t unique to Egypt—it’s part of a broader initiative affecting multiple countries. This reflects Google’s larger strategy of meeting local market needs, fostering growth, and supporting digital creators in regions where digital content creation is becoming a major economic driver. By making this change, Google positions itself as a supportive partner in Egypt’s digital transformation.

Conclusion Google’s shift from USD to EGP payments marks a pivotal change for Egypt’s digital creators and the broader economy. While the transition may present some initial challenges for creators as they adjust to new processes, the long-term benefits, such as reduced reliance on foreign currencies and strengthened local financial infrastructure, could significantly boost Egypt’s position in the global digital economy.