Adyen just made it even easier to accept in person payments. No terminals. No extra devices. No cables. Just an iPhone.

As of May 27, Tap to Pay on iPhone is now available also in Belgium, Croatia, Cyprus, Denmark, Iceland, Luxembourg, and Malta. Businesses in these countries can now accept contactless cards, Apple Pay, and digital wallets directly on an iPhone with nothing else required.

This brings Tap to Pay on iPhone to over 30 countries, making it one of the most widely available mobile first payment solutions in the world.

No hardware no friction

Tap to Pay by Adyen is built to remove some of the typical friction from in person payments by replacing a conventional terminal with an iPhone.

There’s no need for traditional payment hardware, which simplifies the setup; especially for businesses that want to stay mobile or reduce operational overhead.

Staff can take payments anywhere on the shop floor, without forcing customers into fixed queues. That makes it useful for pop ups, events, or stores focused on personal service.

As for security, transactions are encrypted and processed using the same technology behind Apple Pay. Card numbers and PINs aren’t stored on the device or on Apple servers.

“We’re enabling a secure, scalable and smooth payment process that enhances the shopping experience rather than interrupting it.”

-Alexa von Bismarck, President EMEA at Adyen

Suitsupply is already on board

Global fashion brand Suitsupply rolled out Tap to Pay on iPhone in every market where it’s live. More than 2000 style advisors are already using their iPhones to take payments directly on the shop floor.

“It’s helped us deliver a best in class checkout experience,” said Valentijn Bolle, IT Product Owner at Suitsupply.

This is not a pilot or test. It’s already live at scale and it works.

Who is Adyen

Adyen is a financial technology platform working with companies like Meta, Uber, H&M, eBay, and Microsoft. Founded in Amsterdam in 2006, the company built its infrastructure entirely in house with no legacy systems to patch together.

In 2023, Adyen processed €970.1 billion in payments.

Key takeaways for fintech startups

• Adyen focuses on removing friction, not just adding features. Their expansion of Tap to Pay shows a clear pattern: simplify the experience for both merchants and customers, without adding hardware or operational complexity.
  
  
• Geographic expansion is tied to real merchant use cases. Adyen doesn’t launch everywhere at once. It expands based on demand from global clients and readiness in local markets. Smart growth beats fast growth.
  
  
• Partnerships are part of distribution. Working closely with Apple enables Adyen to move faster and offer integrated tech others can’t easily replicate. Fintech startups should think beyond APIs and consider ecosystem plays.
  
  
• Consumer experience still matters, even in B2B fintech. Suitsupply isn’t just using Tap to Pay because it’s convenient. It improves in-store experience. Adyen understands that great merchant tools still have to impress end users.
  
  
• Build once, scale globally. Adyen’s ability to roll out the same solution across regions shows the value of unified infrastructure. Many startups burn resources localizing too early; Adyen proves the value of building a single, scalable core.