The GTM guide to embedded payments
For platforms ready to compete on value
The GTM guide to embedded payments
For platforms ready to compete on value
The GTM guide to embedded payments
For platforms ready to compete on value
The GTM guide to embedded payments
For platforms ready to compete on value
The commercial case for embedded payments
In 2026, technology is no longer a barrier. Many vertical software platforms have embedded payments.
But the game has changed. Success now lives in commercial execution: the ability to drive adoption, build internal capability, sell on value, and expand into financial products. The platforms pulling ahead aren't winning on product alone. They're winning on go-to-market discipline.
In Australia, this shift is already underway. SMBs operate in a highly competitive payments landscape — but many are still relying on fragmented tools and providers. This creates a clear opportunity for platforms to differentiate on value, not price.
This guide gives payments leaders the frameworks, data, and proof points to sell embedded payments with confidence.
“Platforms that address real pain points thrive. Those that compete on price find themselves in a race to the bottom."
Eric Kaplan
Investor, Bessemer Venture Partners
The commercial case for embedded payments
In 2026, technology is no longer a barrier. Many vertical software platforms have embedded payments.
But the game has changed. Success now lives in commercial execution: the ability to drive adoption, build internal capability, sell on value, and expand into financial products. The platforms pulling ahead aren't winning on product alone. They're winning on go-to-market discipline.
In Australia, this shift is already underway. SMBs operate in a highly competitive payments landscape — but many are still relying on fragmented tools and providers. This creates a clear opportunity for platforms to differentiate on value, not price.
This guide gives payments leaders the frameworks, data, and proof points to sell embedded payments with confidence.
“Platforms that address real pain points thrive. Those that compete on price find themselves in a race to the bottom."
Eric Kaplan
Investor, Bessemer Venture Partners
The commercial case for embedded payments
In 2026, technology is no longer a barrier. Many vertical software platforms have embedded payments.
But the game has changed. Success now lives in commercial execution: the ability to drive adoption, build internal capability, sell on value, and expand into financial products. The platforms pulling ahead aren't winning on product alone. They're winning on go-to-market discipline.
In Australia, this shift is already underway. SMBs operate in a highly competitive payments landscape — but many are still relying on fragmented tools and providers. This creates a clear opportunity for platforms to differentiate on value, not price.
This guide gives payments leaders the frameworks, data, and proof points to sell embedded payments with confidence.
“Platforms that address real pain points thrive. Those that compete on price find themselves in a race to the bottom."
Eric Kaplan
Investor, Bessemer Venture Partners
Switching pays off for SMBs
0%
0%
0%
0%
of SMBs across regions reported greater satisfaction after switching to an embedded payments solution*
Payments is a revenue story
0%
0%
0%
0%
Platform frontrunners generate more than 50% of their income from embedded payments services**
Adoption is the real challenge
0%
0%
0%
0%
Up to 40% of new SMBs that sign up never fully activate embedded payments**
Unless otherwise stated, all data referenced in this guide is drawn from Adyen's proprietary research, conducted in partnership with BCG.
*Source: Adyen and BCG
**Source: Adyen customer data
*Source: Adyen and BCG
**Source: Adyen customer data
