Adyen Links Loyalty to Payments as In-Person Volume Jumps 28%

Dutch payments company Adyen provides merchants with a unified platform for processing transactions across stores and digital channels. That model is gaining importance as consumers move between physical retail, e-commerce and emerging AI-powered shopping tools. Integrating loyalty programs with payments can help merchants retain customer data and preserve a direct relationship with shoppers as purchasing journeys become more fragmented.

Adyen processed 803.8 billion euros in payment volume during the first half of the year, while its in-person payment volume climbed 28% from a year earlier. The company is tying loyalty features more closely to the checkout process as merchants prepare for AI shopping agents that could increasingly mediate purchases and weaken the connection between brands and consumers.