Embedded Advantage | Smarter Funding = Higher Seller Retention—Here’s the Proof

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Editor’s Pick 📌

🎙️ Podcast Spotlight: How Liberis Is Powering Smarter Finance with GenAI

Missed ETA Transact? We’ve got you covered. In this special AI-generated podcast episode, Bobsguide’s Marina sits down with Nima Montazeri, Chief Product Officer at Liberis, to unpack how embedded finance is evolving—and why GenAI is playing a pivotal role.

From document analysis to behavioral underwriting, Nima shares how Liberis is:

• Accelerating credit decisions with unstructured data

• Supporting SMBs in both the US and UK, despite regulatory contrasts

• Powering the “passion economy” with flexible, fair funding

• Enabling simple, scalable integrations through its Create Journey API

🔍 Note: This podcast was created using AI tools based on a text interview. It’s not a recorded audio file, but a conversational-style summary to bring the insights to life.

Expert Opinion ✍️

How Embedded Funding Solutions Are Boosting Seller Retention and Marketplace Revenue

The rapid evolution of eCommerce marketplaces is quietly rewriting the rules of seller success and platform growth. While headlines focus on macroeconomic turbulence, the real story is happening within the platforms themselves—where embedded funding solutions are reshaping the seller experience and unlocking new revenue streams.

For marketplace operators and tech enablers, the integration of lending and cash advance products directly into the seller journey is more than a convenience play. It’s a strategic lever. Sellers, especially those with thin credit files or limited collateral, have historically struggled to access working capital. Embedded funding, powered by alternative data like sales velocity and platform engagement, is changing that equation. Sellers can now secure capital in real time, using their own transaction history as proof of creditworthiness, bypassing the friction of traditional banking.

The impact is tangible. Platforms that have rolled out embedded funding—think Amazon and Shopify—are seeing higher seller retention and increased Gross Merchandise Value. Sellers who access these funds reinvest in inventory, marketing, and fulfillment, driving a virtuous cycle of growth that benefits the entire ecosystem. For ISVs and fintech teams, the opportunity lies in building smarter underwriting models and seamless integrations that make funding invisible yet indispensable.

The next wave of marketplace innovation will be defined by those who treat finance not as an add-on, but as a core enabler of seller success. The winners will be platforms that turn embedded funding into a growth engine, using data-driven insights to empower sellers and outpace the competition.

Industry Trends & Innovation 💡

PAYMENTS MARKET GROWTH

B2B Payments Platform Market Surges With Stripe, Adyen, Square Leading Growth

The global B2B payments platform market is projected to surge from $42.3B in 2024 to $78.5B by 2032, driven by the rise of embedded finance, supply chain digitization, and demand for real-time, secure transactions. Leading players like Stripe, Adyen, and Square are setting the pace—integrating payments seamlessly into platforms and ecosystems to enhance operational efficiency and customer experience.

For fintech providers and B2B platforms, this growth signals a critical moment: those who can offer smooth integration, strong compliance infrastructure, and flexible embedded payment solutions will gain a competitive edge. Overcoming fragmentation in legacy systems and navigating regional regulations remain challenges—but the opportunity to drive loyalty, unlock new revenue streams, and scale globally has never been greater.

DIGITAL PROCUREMENT

Trump Tariffs Drive Surge in Digital Procurement Tools for B2B Companies

In response to renewed tariffs and rising supply chain costs, B2B platforms are rapidly shifting toward digital procurement tools that integrate real-time data, flexible payment options, and tighter cash flow control. Businesses are rethinking vendor relationships, moving away from manual systems toward embedded, tech-driven workflows that offer greater visibility and speed.

This shift opens up significant growth opportunities for platforms that can embed financial services directly into procurement journeys—such as flexible payment terms, early pay incentives, or automated credit assessment. As pricing volatility persists, B2B buyers are increasingly valuing seamless financial tools that reduce friction, boost retention, and turn procurement from a cost center into a strategic growth lever.

DIGITAL PAYMENTS

Digital Wallets Now Dominate Cross-Border Payments for Americans of All Ages

Cross-border payment behavior in the U.S. is undergoing a notable transformation, with over $93 billion now sent abroad annually and more than 60% of those transfers conducted via digital wallets. Once considered a Millennial or Gen Z preference, digital wallets have now become a cross-generational norm, with both Gen X and Boomers increasingly adopting wallet-based tools—not for novelty, but for speed, convenience, and transparency.

This shift reflects a broader consumerization of financial experiences. Features like instant transaction confirmations, intuitive UX, and low-cost remittance options have elevated wallets beyond one-off tools to preferred channels for recurring global payments. Speed—not income—is the primary motivator, underlining demand for seamless, reliable digital alternatives over legacy banking rails.

However, there’s a notable lag in adoption among small businesses and B2B platforms, where traditional cross-border payment methods still dominate. Security concerns, lack of interoperability, and complex regulatory requirements continue to stall wallet integration for many B2B operators. This friction presents a clear opportunity: platforms that embed compliant, white-labeled digital wallet infrastructure could capture significant market share by reducing settlement times, offering real-time FX visibility, and enabling multi-currency accounts at scale.