Skift Take
In a world where convenience and speed matter most, a seamless payment experience is not just a luxury, it’s essential to success.
Peden Doma Bhutia
India-based online travel agency (OTA) HappyEasyGo on Monday said it has partnered with global payments infrastructure provider Primer to offer localised payment solutions as part of its expansion strategy into key markets in Southeast Asia.
The company sees the Singapore and Malaysian markets as gateways for further expansion into Thailand and Indonesia, and plans to establish a larger presence in these regions.
“We see growth potential in these regions as they have strong economies, high internet penetration and growing demand for travel services,” HappyEasyGo founder and CEO Boris Za told Skift. “Our initial focus will be on building strategic partnerships with local airlines, hotels and travel agencies.”
However, there are also many challenges for OTAs entering new markets, including different local regulations and consumer behavior.
“Cultural differences and varying levels of technology adoption are also major obstacles,” Zhar said.
One of the major issues is the fragmentation of the payments environment in Southeast Asia.
HappyEasyGo said it will leverage Primer’s integrated payment infrastructure. “Primer provides an integrated payment infrastructure that allows us to seamlessly integrate with multiple payment methods and processors,” Zha said.
Partnering with Primer
Boku, a global network of localized payment solutions, revealed in this year’s report that the Asia-Pacific region continues to lead the world in the adoption of local payment methods.
The Airwallex and Skift survey also revealed that 66% of travel companies believe that inefficient payment systems are hurting their profits.
Zha stressed the importance of localized payment solutions to improving customer satisfaction: By offering familiar and trusted payment methods, the company aims to make booking a trip faster and easier, reducing the number of people abandoning the process midway.
In Singapore and Malaysia, popular payment methods such as GrabPay, PayNow and FPX will be key.
“Localized solutions often have better fraud detection and prevention capabilities tailored to specific market conditions, providing customers with a safer trading environment,” Zha added.
The PwC Singapore report noted that the pandemic has accelerated Southeast Asia’s digital transformation, positioning the region to lead the transition to cashless payments and drive further innovation in digital services. By 2030, Southeast Asia’s consumer base is expected to reach 623 million, making it the world’s fourth-largest economy.
Zha expects to unlock new revenue streams through the enhanced payment solutions. “By offering a range of payment options, we can attract a wider customer base, including those who prefer alternative methods. By leveraging data insights from transactions, we can introduce targeted promotions and personalized offers to increase customer loyalty and repeat business,” he said.
HappyEasyGo also plans to expand into Europe and the US.
Primer’s other partnerships
According to Kailash Madan, global sales head at Primer, payments affect nearly every part of an organisation, but until now the technology and teams managing payments have often been disconnected from the rest of the business.
Madan, who has experience working for popular travel platforms such as LoveHolidays and GetYourGuide, noted Primer’s ability to streamline and experiment with payments strategies both within and outside of Europe. “Primer allows GetYourGuide’s payments team to gain deeper insights into a vibrant market, despite fragmentation in cross-border payments,” says Madan.
Primer recently partnered with Pelago, the travel experience division of Singapore Airlines Group, to optimize payments and increase revenue, and it also has a long-standing partnership with Beam, a micromobility company that enables residents and tourists to drive their own electric vehicles across Asia.
Madan emphasized that Primer promotes an open, unified payments infrastructure, giving retailers the flexibility to customize the payment process to fit their specific business needs. “This approach drives our innovation, leading to the development of powerful payment workflows, A/B testing capabilities and detailed insights,” he said.
Photo credit: Southeast Asia’s fragmented payments landscape requires businesses to be flexible and adapt their strategies.
