With the rapid expansion of emerging markets, where online sales are projected to surpass US$1.3 trillion by 2027, European businesses are increasingly targeting countries such as Brazil, Mexico, Colombia, Nigeria, South Africa, and India.
In response, EBANX, a global payments service provider (PSP) focused on these markets, has appointed Robert-Jan Lieben as Vice-President of Commercial in Europe.
Lieben, formerly a director at PayPal, has nearly two decades of experience in business development and the payments industry.
He will be based in Amsterdam, strengthening EBANX’s ties with European companies. This appointment follows other regional initiatives, including EBANX’s Payments Summit held in Barcelona, Spain, last September.
“EBANX offers more than payment processing—it provides expertise in local regulations, consumer behaviour, and market trends, which are critical for success,”
said Lieben.
According to Payments and Commerce Market Intelligence (PCMI), European companies in sectors such as retail, gaming, travel, and streaming are expanding rapidly in emerging markets.
Latin America’s online retail sector is expected to grow by 26% annually until 2027, while India and Africa will see growth rates of 20% and 16%, respectively.
Gaming, travel, and streaming services are also experiencing double-digit growth.
Lieben’s appointment strengthens the link between European businesses and emerging markets.
“European companies face expansion challenges, and EBANX has the expertise to navigate the local landscape,”
said João Del Valle, CEO and Co-founder of EBANX.
Real-time payment systems such as Brazil’s Pix (90% penetration), Mexico’s SPEI, Colombia’s Nequi, South Africa’s Ozow, and India’s UPI offer significant opportunities.
EBANX supports businesses by enabling local processing with global settlement solutions.
Companies integrating Pix with EBANX have reported a 16% revenue increase and a 25% rise in customers.
The upcoming launch of Pix Automático in June will further enhance recurring payment capabilities.
“Emerging markets are driving the shift towards real-time payments, and businesses that adopt these methods will be best placed for growth,”
said Lieben.
Featured image credit: edited from freepik
