PayU GPO, the leading online payment service provider operating in over 50 emerging markets, has revealed new insight into merchants across Central and Eastern Europe (CEE), Africa and Latin America (LatAm), who have experienced optimised payments, improved approval rates and unlocked new growth opportunities, thanks to PayU GPO’s data driven approach.  

In 2024, approval rates for PayU GPO merchants rose YOY by 0.89% across CEE and 3.5% in Africa, ensuring merchants captured more revenue. Sectors including utilities in CEE and telecoms in Africa achieved even more significant improvements, boosting accessibility and transaction success with approval rates increasing by 8.16% and 12.29% respectively due to manual optimisation and insights into the payment methods most likely to secure conversion. 3DS optimisation also enabled its merchants CEE to save $2m in 2024 by preventing transaction failures and lost revenue.  

E-commerce in LatAm continues its steady incline, with e-commerce users in Latin America forecasted to reach 419 million by 2029. Retail moments in the calendar also continue to grow in importance across the region, with TPV on Black Friday in 2024 increasing by 28% YOY, with e-commerce merchants in the digital entertainment and fashion industries seeing particular success.  

Financial service providers working with PayU GPO in CEE saw enormous growth in sales, with a 114.2% increase in total payment volume (TPV) compared to 2023. In particular, this reflects rising demand for digital lending products. Similarly, sales of telecom services in Africa surged 186.1% in TPV, highlighting the rapid adoption of digital payments in connectivity services. Internet and hosting services in Romania experienced an extraordinary +869.1% TPV increase, demonstrating the growing reliance on digital infrastructure in the region. 

Daniel Cohen, CEO, PayU GPO comments: “These varying trends across emerging markets highlights that a one-size-fits-all approach to payments simply isn’t enough. Each sector has unique challenges and opportunities, which is why tailored payment strategies are essential. With sector-specific insights, businesses can optimise their payment flows, improve approval rates, and capture more revenue. This in turn better positions merchants to navigate shifting consumer behaviours and maximise their growth potential." 

Taking merchant success to new heights in 2025 

As competition intensifies and economic conditions fluctuate, merchants need robust, data-driven solutions to navigate the shifting landscape. TPV surging across industries like financial services in CEE, fashion and electronics in LatAm and telecoms in Africa, where merchants have invested in offering local payment methods to capture a greater audience, demonstrates the impact on sales that a deep understanding of regional payment landscapes can have. Optimising payment flows to align with industry demands not only maximises conversions but also enhances overall efficiency.  

This year, PayU GPO is doubling down on its commitment to data-driven innovation. The Payment Intelligence Suite, to be launched to design partners in Q3 2025, will leverage AI to provide deeper insights and actionable recommendations to optimise payment processes, streamline operations, and enhance revenue generation across diverse industries.  

As e-commerce businesses focus on maximising revenue streams in a challenging macroeconomic environment, PayU GPO’s enhanced analytics will play a key role in optimising payment workflows, improving transaction reliability, and enabling merchants to make informed decisions that lead to stronger bottom lines. 

Arnon Borensztajn, Head of Enterprise Platform & Product Enablement, PayU GPO adds: “Merchants need more than just payment processing. They need intelligent, data-driven solutions that adapt and scale as they do. By harnessing deeper insights and AI, businesses can refine their strategies, reduce inefficiencies, and unlock new revenue opportunities. With the upcoming launch of our Payment Intelligence Suite, we’re equipping merchants with the tools they need to stay ahead, optimise performance, and drive sustainable growth in 2025 and beyond.”