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    Embedded payment transaction to surpass $2.5trn globally by 2028 driven by A2A

    Payments embedded in apps and other online platforms will explode as consumers embrace them – but it will be account-to-account (A2A) payments that will make it happen, says Juniper Research

    Global transaction value from embedded in-app and online platform-integrated payments will increase 134% by 2028, up from $1.1trn in 2024.

    A2A (Account-to-Account) payments have become highly prevalent in recent years; facilitated by the availability of one-click checkout options. The reduced cost of A2A payments versus cards for merchants, alongside instant payment processing, enables payments to be added to different eCommerce journeys; driving growth.

    An extract from the new report, Global Embedded Finance Market 2024-2028, is now available as a free download.

    A2A: self-fulfilling growth

    The research found that embedded payments have become commonplace in usage and support due to improved cost and time efficiency completing transactions, facilitating 21 billion one-click checkout experiences in 2024. This number is expected to increase, as more merchants support A2A payments.

    Research author Matthew Purnell comments: “Transparent instant payments embedded in checkouts reduces cart abandonment due to increased efficiency and consumer satisfaction; cementing a codependency between A2A and embedded payments. Therefore, A2A is a payment method embedded finance vendors must offer in the rapidly evolving payment landscape.”

    Banks to disrupt market

    The report also found that as the embedded finance market has matured, fintechs no longer solely provide embedded payments, as banks enter the fray. For example, Goldman Sachs formed partnerships to offer embedded payroll services and payments in software products.

    Banks, being trusted institutions offering embedded payments, legitimise embedded solutions; facilitating consumer trust. Consequently, fintechs must expand offerings to remain distinct from other vendors, whether by offering A2A payments, increasing B2B capabilities, or utilising multi-rail payment solutions.

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