Embedded Payment Market (2026 - 2033) Size, Share & Trends Analysis Report By Payment (In-app Payments, API-based Payments), By Deployment Model (On-Premise, Cloud), By Payment Method (Digital Wallets), By Industry Vertical, By Region, And Segment Forecasts

Embedded Payment Market Summary

The global embedded payment market size was estimated at USD 39.14 billion in 2025, and is projected to reach USD 430.29 billion by 2033, growing at a CAGR of 35.5% from 2026 to 2033. Embedded payments are driven by the demand for seamless, in-platform checkout experiences that allow users to complete transactions without leaving the application or service. 

It reduces payment friction, improves convenience, and increases transaction completion rates for businesses. The growing use of digital platforms is a major driving factor for the adoption of embedded payments. Embedded payment solutions allow businesses to integrate payment solutions directly into their platforms, enabling customers to complete transactions without leaving the application or website. Integration helps companies simplify the payment process and provide a more convenient user experience. In addition, the increasing use of online marketplaces, e-commerce platforms, and digital service applications is further supporting the growth of embedded payment solutions.

Customers are increasingly using digital wallets and mobile payment applications to make transactions more quickly and conveniently. Digital wallets such as Apple Pay, Google Wallet, Samsung Pay, and PayPal allow users to store payment details on their smartphones and complete payments through contactless methods. These wallets use technologies such as tokenization and biometric authentication to improve security and protect sensitive financial information. Furthermore, innovation by fintech companies, such as virtual cards, integrated loyalty programs, and buy now, pay later services are encouraging businesses to embed digital wallet payments into their platforms, creating more convenient and seamless payment experiences for customers.

The investment highlights the increasing demand for embedded payments and digital commerce solutions, as businesses across industries seek seamless, integrated financial technology. For instance, in March 2025, Audax Private Equity and Lovell Minnick Partners made a strategic investment in Fortis to support its future growth. Fortis provides embedded payment solutions that help businesses add payment capabilities directly into their software and platforms. With this investment, Fortis will be able to expand its technology, strengthen its product offerings, and scale its services for software companies and merchants. Moreover, the investment aims to help Fortis grow faster and support more businesses with integrated, easy-to-use payment solutions.

The regulatory environment around as payment credentials are embedded into apps, websites, and software, sensitive financial data is handled, making adherence to PSD2, PCI DSS, AML/KYC, and GDPR essential. In addition, many platforms rely on licensed payment providers or orchestration platforms to meet regulatory requirements, creating a shared-responsibility model in which the providers manage settlement, fraud prevention, and reporting. Secure, scalable, and integrated payment solutions are encouraged to accelerate adoption and expand the embedded payments market across sectors.

Despite strong growth prospects, the market faces several constraints. Embedded payment transactions involve the transfer of financial data across multiple stakeholders, including apps, banks, and payment processors, increasing exposure to cybersecurity threats. Furthermore, non-financial platforms, such as e-commerce and ride-hailing applications, often operate with less robust security frameworks than traditional banks, making them more vulnerable to breaches. Such incidents can compromise sensitive financial information and create risks across the broader ecosystem of users and partners.

Payment Insights

The In-app payments segment accounted for the largest revenue share in 2025, supported by platform-level policy changes that improve payment flexibility within mobile applications. This segment includes digital content transactions, recurring subscriptions, and payments for digital services completed directly inside apps using native or approved billing mechanisms. For instance, in March 2026, Google Play announced expanded Android policies that allow eligible developers to offer additional in-app billing options alongside Google Play Billing and simplified access to third-party app stores. This policy change is designed to integrate alternative payment flows while still keeping transactions within the app environment and maintaining a seamless in-app checkout experience for users, thereby supporting higher conversion rates and broader adoption of in-app payments.

The API-based payments segment is expected to grow at the fastest CAGR during the forecast period. The API-based payments segment allows developers to connect their systems to a payment provider's network. It offers white-label payment functionality so that businesses can run their own transactions and users perceive the company itself as processing transactions. For instance, in March 2025, VoPay launched an AI-powered API GPT Assistant to accelerate embedded payment integrations by generating API code. These payment APIs are increasingly mainly focused on developers, contributing to the rapid growth of the market.

Deployment Model Insights

The cloud segment accounted for the largest revenue share in 2025. The growing demand for scalable digital transactions is driving the adoption of cloud-based solutions in embedded payments. The new card payments enhance the existing ACI Connetic hub by offering a fully integrated, cloud‑native solution that supports the complete payment lifecycle and helps banks to increase card usage and digital transactions. For instance, in March 2026, ACI Worldwide launched ACI Connetic for Cards, a modern card payments solution that works on its cloud-based payments platform. In a single system, it combines AI-powered fraud protection, account-to-account payments, and card processing, enabling businesses to connect their apps or systems and handle payments and prevent fraud more efficiently through a single integration.

The on-premise segment is projected to grow at the fastest CAGR over the forecast period. The increasing demand for security and regulatory compliance primarily drives the on-premises segment, which is fueling the growth of the market. It is designed to manage payment systems on its own servers. It allows organizations to handle the storage, processing, and access of payment data while ensuring compliance with data residency and physical access requirements. This process is primarily for businesses that handle large transaction volumes, such as banks, healthcare providers, and government agencies, enabling companies to integrate payment functionality directly into their applications and reduce the risk of disclosure to third-party systems.

Payment Method Insights

The digital wallet segment accounted for the largest revenue share in 2025. The digital wallet segment in embedded payments enables users to store payment credentials and complete transactions directly within apps, websites, or platforms without redirection. Wallets such as Apple Pay and Google Pay are commonly embedded in e-commerce, mobility, and service platforms to enable fast, secure checkout. Embedded digital wallets simplify payments by enabling one-tap authentication, storing credentials, and supporting multiple funding sources, such as cards and bank accounts. This segment is growing as businesses use embedded wallets to reduce checkout friction, improve conversion rates, and deliver a consistent digital payment experience across channels.

The mobile payment segment is expected to grow at the fastest CAGR over the forecast period. The adoption of mobile payment solutions is increasing as merchants and consumers prefer faster, simpler, and contactless payment experiences, enabling payments directly on smartphones. For instance, in December 2025, Apple launched its Tap to Pay feature on iPhones in Hong Kong, allowing merchants of all sizes to use iPhones as payment terminals. This feature enables payments through Apple Pay, contactless credit and debit cards, and other digital wallets; all transactions are encrypted, ensuring security and privacy. In addition, the rollout includes sectors such as taxi services, retail, food and beverage, and professional services. Leading payment platforms in Hong Kong first supported Adyen, Global Payments, KPay, and SoéPay to offer Tap to Pay on iPhone, making in-person mobile payments more accessible in the region.

Industry Vertical Insights

The e-commerce segment accounted for the largest revenue share in 2025. E‑commerce is growing as customers increasingly prefer fast, seamless checkout experiences, allowing them to discover products and complete transactions within the same digital platform, reducing steps and improving overall convenience. For instance, in October 2025 and moving into 2026, PayPal partnered with OpenAI to embed its digital wallet into ChatGPT’s Instant Checkout feature. This integration allows users to complete e‑commerce transactions directly inside the AI platform, supporting PayPal balances, bank accounts, and linked cards without redirecting to a merchant’s website. Merchants using PayPal will be discoverable and purchasable within ChatGPT, creating a new AI‑integrated e‑commerce channel for embedded payments.

The healthcare segment is projected to grow at the fastest CAGR over the forecast period. The healthcare industry is growing, and there is an increasing need for seamless, integrated payment solutions. Patients expect the digital-first payment experiences they encounter in retail, restaurants, travel, and e-commerce. Delivering such solutions through healthcare platforms can unlock new revenue streams while providing a frictionless financial experience for practices of all sizes and their patients. Adyen offers embedded payment capabilities for healthcare platforms, allowing providers to integrate payments directly into administrative and patient care software. The platform supports unified billing across multiple channels, enabling practices to deliver seamless digital payment experiences for scheduled visits, patient portals, and telehealth services.

Regional Insights

The North America embedded payment market held a dominant 36.16% share in 2025. North America’s payment systems reflect strong regional customer preferences and the region’s significant role in the global payments market. Customers use a wide range of payment methods, including digital wallets, which are widely adopted due to their convenience and the high smartphone penetration. Solutions such as Apple Pay and Google Pay are commonly used for everyday transactions. In addition, BNPL payments are expected to grow across North America in the coming years, so accepting BNPL transactions can increase customer convenience and support higher sales volumes.

U.S. Embedded Payment Market Trends

The U.S. embedded payment market held a dominant position in 2025. The growth is driven by the need to embed faster, simpler, and more secure payment capabilities directly into everyday business software and platforms. In the United States, banks are making ongoing efforts to integrate payments, with solutions that support multiple payment types, including instant payments, and enable businesses to move money on behalf of their customers using virtual accounts, making fund tracking easier. With the bank’s risk, security, and compliance features, the offering is designed to simplify payment operations and enhance customer experience.

Europe Embedded Payment Market Trends

The Europe embedded payments market is the fastest-growing share over the forecast period. European organizations approach embedded payment adoption with a strong emphasis on data sovereignty, regulatory compliance, and secure transaction processing across digital channels. Adoption of API-driven and cloud-based embedded payment solutions is increasing steadily, driven by the need to streamline checkout, support multiple payment methods, and deliver consistent payment experiences across online, mobile, and in-platform environments.

The UK embedded payment industry is growing rapidly in the coming years. In the UK, demand for embedded payments is shaped by a competitive landscape across retail, e-commerce, and financial services, where speed, personalization, and the secure handling of customer data are priorities. Businesses are investing in embedded checkout, authentication technologies, and real-time payment processing to reduce friction, lower fraud risk, and improve digital payment experiences.

Asia Pacific Embedded Payment Market Trends

The Asia Pacific embedded payment market held a significant 20.78% share in 2025. The region is highly heterogeneous, with rapid adoption of mobile-first and cloud-based embedded payment solutions in some markets, while others continue to rely on on-premises or hybrid payment infrastructures. Growth is driven by expanding e-commerce, the widespread adoption of digital wallets, and rising customer expectations for instant, localized payment experiences across apps, marketplaces, and social platforms.

The Japan embedded payment market held a significant share in 2025. Japan has traditionally been a cash-based society, but the country is slowly shifting toward cashless payments driven by technological advancements and government initiatives aimed at improving efficiency and reducing cash handling costs. As a consequence, credit cards, mobile wallets, QR code payments, and transportation IC cards are becoming more widely used. Businesses, retailers, and service providers are increasingly adopting digital and embedded payment systems to enable faster, more convenient transactions, supported by rising smartphone usage and the continued growth of e-commerce in the country.

The China embedded payment market held a significant share in 2025. China drives the embedded payments market through innovative initiatives by Alipay and WeChat Pay, which have expanded into over 20 countries, enabling seamless cross-border transactions through QR codes and super app integrations. For instance, in February 2025, in China, American Express partnered with Alipay, which makes the payment easier for international travelers. With this partnership, American Express cardholders can link their cards to the Alipay digital wallet, allowing them to pay at stores in China without needing cash or a separate card, making shopping and transactions faster, more convenient, and seamless for travelers. The partnership helps bridge the gap between international payment networks and local Chinese payment systems, improving the payment experience for tourists and business visitors.

Key Embedded Payment Company Insights

Some of the key companies in the embedded payment market include Adyen, Braintree, Stripe, Rapyd Financial Network Ltd, Mangopay, and others. Organizations are focusing on increasing the customer base to gain a competitive edge in the industry. Therefore, key players are taking several strategic initiatives, such as mergers and acquisitions, and partnerships with other major companies.

• Adyen is a payment service provider and an active participant in the embedded payments market. It provides a single platform that allows businesses to integrate payment capabilities directly into their apps, websites, or digital platforms. With this technology, companies can accept payments, process transactions, and manage financial services without relying on multiple external payment providers. Adyen enables platforms and marketplaces to build payment functionality directly into their services, allowing customers to complete transactions without leaving the platform. The platform offers several features, including payment processing, fraud protection, and global payment support in a single system.

• Braintree is a payment platform that enables businesses to embedded payment functionality directly into their websites, mobile apps, and other digital platforms. It enables companies to accept and manage payments seamlessly within the user journey, without redirecting customers to external checkout pages. Braintree supports multiple payment methods, including cards, digital wallets, and local payment options, making it suitable for global embedded payment use cases. Its APIs, SDKs, and built-in fraud protection help businesses deliver a smooth, secure, and scalable in-app and in-platform payment experience.

Recent Developments

• In September 2025, Rapyd Financial Network Ltd launched Stablecoin Payment Solutions, a new suite that enables businesses to accept stablecoin payments, settle funds, and send payouts through a single integrated platform. This launch responds to rising demand for faster, more efficient, and globally accessible payment methods beyond traditional banking rails. The solution helps businesses reduce cross-border payment friction, improve liquidity management, and simplify global money movement. By integrating stablecoin acceptance, settlement, and payout capabilities, Rapyd expands its embedded payments offering, enabling merchants and platforms to embed digital asset payment experiences directly into their applications and marketplaces.

• In October 2025, Affirm expanded its partnership with Worldpay to make embedded payments easier for businesses. Through this partnership, software platforms using Worldpay can easily offer Affirm as a payment option to their merchants, allowing customers to split their payments into installments at checkout. The collaboration helps platforms add flexible payment options without complex setup, making the checkout process smoother for merchants and improving the payment experience for customers.

Embedded Payment Market Report Scope

Global Embedded Payment Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global embedded payment market report based on payment, deployment model, payment method, industry vertical, and region:

• Payment Outlook (Revenue, USD Billion, 2021 - 2033)

  • In-app Payments

  • API-based Payments

  • Platform Integrated Payments

  • Software-as-a-Service (SaaS) Payments

  • Marketplace Payments

• Deployment Model Outlook (Revenue, USD Billion, 2021 - 2033)

  • On-Premise

  • Cloud

• Payment Method Outlook (Revenue, USD Billion, 2021 - 2033)

  • Digital Wallets

  • Credit/Debit Cards

  • Bank transfers

  • Mobile payments

• Industry Vertical Outlook (Revenue, USD Billion, 2021 - 2033)

  • E-commerce

  • Healthcare

  • Financial Services

  • Retail

  • Hospitality

  • Transportation & Logistics

  • Others

• Regional Outlook (Revenue, USD Billion, 2021 - 2033)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Australia

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • KSA

    • UAE

    • South Africa