The partnership comes amid a structural transformation in retail, driven by the growth of e-commerce, the digitalization of consumption, and the search for more fluid and integrated shopping experiences. Pressured by tighter margins, rising logistics costs, and more demanding consumers, the industry is seeking Embedded Finance solutions that connect payments, credit, delivery, and consumer engagement into a single journey. The new e-retail journey raises the average ticket, reduces cart abandonment, as well as creates new revenue streams.