As e-commerce continues to grow in popularity across the globe, many merchants are recognising that a one-size-fits-all approach to payments is holding back their opportunities for success, according to PayU GPO, an online payment service provider operating in over 50 emerging markets.
PayU GPO has revealed that merchants who adopt a data-driven approach to payments can unlock new growth opportunities across Central and Eastern Europe (CEE), Africa and Latin America (LatAm).
In 2024, approval rates for PayU GPO merchants rose YOY by 0.89 per cent across CEE and 3.5 per cent in Africa, ensuring merchants captured more revenue. Sectors including utilities in CEE and telecoms in Africa achieved even more significant improvements, boosting accessibility and transaction success with approval rates increasing by 8.16 per cent and 12.29 per cent respectively due to manual optimisation and insights into the payment methods most likely to secure conversion.
E-commerce in Latin America is also continuing its steady incline, with e-commerce users in the region forecasted to reach 419 million by 2029.
Financial service providers working with PayU GPO in CEE enjoyed growth in sales, with a 114.2 per cent increase in TPV compared to 2023, reflecting the rising demand for digital lending products. Sales of telecom services in Africa also surged 186.1 per cent in TPV, highlighting the rapid adoption of digital payments in connectivity services.
“These varying trends across emerging markets highlight that a one-size-fits-all approach to payments simply isn’t enough,” explained Daniel Cohen, CEO of PayU GPO. “Each sector has unique challenges and opportunities, which is why tailored payment strategies are essential. With sector-specific insights, businesses can optimise their payment flows, improve approval rates, and capture more revenue. This in turn better positions merchants to navigate shifting consumer behaviours and maximise their growth potential.”
Optimising payment flows
As competition intensifies and economic conditions fluctuate, PayU GPO is urging merchants to adopt robust, data-driven solutions to navigate the shifting landscape. It says that TPV surging across industries like financial services in CEE, fashion and electronics in LatAm and telecoms in Africa, where merchants have invested in offering local payment methods to capture a greater audience, demonstrates the impact on sales that a deep understanding of regional payment landscapes can have. Optimising payment flows to align with industry demands not only maximises conversions but also enhances overall efficiency.
Arnon Borensztajn, head of enterprise platform and product enablement at PayU GPO, also added: “Merchants need more than just payment processing. They need intelligent, data-driven solutions that adapt and scale as they do. By harnessing deeper insights and AI, businesses can refine their strategies, reduce inefficiencies, and unlock new revenue opportunities.”
In a move to further data-driven innovation, PayU GPO is set to launch a ‘Payment Intelligence Suite’, to design partners in Q3 2025, which will leverage AI to provide deeper insights and actionable recommendations to optimise payment processes, streamline operations, and enhance revenue generation across diverse industries.
“With the upcoming launch of our Payment Intelligence Suite, we’re equipping merchants with the tools they need to stay ahead, optimise performance, and drive sustainable growth in 2025 and beyond,” concluded Borensztajn.
