SumUp is a London-based fintech company founded in 2012 that has grown to become one of the world’s leading providers of payment solutions for small and micro-businesses. Its most recognisable product is the portable card reader, which allows merchants to accept card payments quickly and easily, even on the move.
Beyond POS devices, SumUp offers a full suite of services including business accounts, e-invoicing, payment links, e-commerce tools, and management software. Operating in more than 30 countries, SumUp’s mission is to democratise access to digital payments by delivering intuitive, transparent, and affordable tools for everyday businesses.
CONTEXT
When SumUp entered the market, the electronic payments sector was dominated almost entirely by traditional banks, which held a monopoly over POS terminals and imposed high fixed costs, complex procedures, and rigid contracts. The digitalisation of payments was still in its early stages, and the existing offering was not designed to support the flexibility required by new business models. In this restrictive landscape, SumUp’s arrival marked a true breakthrough, introducing a simple, transparent, and accessible model for everyone.
TECHNOLOGY
SumUp is built on a simple and intuitive ecosystem that combines a Smartphone App with a Mobile Card reader. The reader, connected via Bluetooth, securely processes chip, contactless, and digital wallet payments, while the app handles payment processing, authentication, and the generation of digital receipts. All transactions are encrypted end-to-end and processed through SumUp’s infrastructure, ensuring speed, reliability, and compliance with the highest security standards.
This modular approach has made it possible to bring POS technology to everyday mobile devices, democratising electronic payment acceptance for millions of small merchants.
CHALLANGE
The main challenge was entering a market that, in practice, did not yet exist within consumer electronics retail. Mobile POS devices were not recognised as a product category, and stores had no dedicated shelf space, processes, or buyers for this type of solution. Convincing major retailers to treat a financial device as an item suitable for the shelf was far from easy: we had to explain an entirely new model, overcome cultural resistance, and demonstrate that real demand existed among professionals and micro-businesses.
ACTION
We began by signing a Distribution agreement with a specialised partner capable of supporting the launch of a completely new product category within the retail market. We then introduced the SumUp POS into major Consumer Electronics chains, building visibility and credibility with both customers and commercial partners.
In parallel, we developed vertical channels dedicated to the electrical sector, reaching installers and professionals who could immediately benefit from a mobile payment solution. Additional verticals were then added for small and medium-sized businesses, Large Retailers, and Internet Service Providers, a key segment for accelerating the adoption of digital solutions across the territory.
This multi-channel strategy enabled rapid product adoption, making SumUp the first provider in Italy and establishing it as a cross-sector reference point, strengthening its presence in complementary yet strategically important markets.
RESULT
Thanks to this strategy, SumUp became the true pioneer of the emerging “liberalised” electronic payments market, creating a new distribution model that reshaped the entire sector. Its widespread presence across multiple channels, combined with the ability to reach professionals and micro-businesses before anyone else, enabled the brand to establish itself rapidly as the MARKET LEADER, securing a dominant position well ahead of its competitors.