Unzer's Robert Bueninck on Scaling Europe's Unified Commerce

When Robert Bueninck took the helm at Unzer as CEO, he inherited not just one company, but eight. 

The payment technology firm had grown through a series of strategic acquisitions, creating a complex web of startups that needed to be woven into a single, coherent business. 

What followed was a masterclass in corporate integration that's now positioning Unzer as a major force in European commerce.

“Bringing thirteen startups together doesn't necessarily make it eight times more professional,” Robert reflects on the early challenges. 

“At first I had to focus on aligning strategies, cultures, processes and ways of working, compliance, and giving the group a clear direction and purpose to strive towards.”

The transformation wasn't merely about technology integration. “Bringing together different technologies is complex – but integrating cultures and mindsets is at least as hard,” he explains. 

“Every acquisition came with its own way of doing things, and we had to carefully harmonise systems without losing what made each one valuable. Some people found it hard to adjust to a different way of doing things than they were used to.”

From Firefighting to Strategic Vision

Robert's leadership approach has evolved significantly as Unzer matured from a collection of disparate companies into a unified platform. “I've shifted from firefighting and fixing the past to looking ahead and creating alignment around a long-term vision,” he says. 

“These days, it's more about empowering teams, scaling what works, and fostering a culture of growth. I still stay close to the details where it matters, but the focus now is on building for the future.”

This strategic evolution was shaped by a pivotal moment that redefined Unzer's entire approach. The company had previously ventured into high-risk market segments, leading to regulatory pressure that Robert's leadership team had to address. 

“We went through a period of regulatory pressure as previous leadership did opt for entering high-risk, and we had to deal with the consequences,” he recalls.

This experience crystallised a new strategic direction. “In a very competitive market where price pressure is high, Unzer will not win it with economies of scale against the large incumbents,” Robert explains. 

“So we doubled down on where we can make a difference. Unzer needs to add additional services that bring real value to the merchants that others don't.”

The strategy paid off. “Our fastest-growing products are the products where we have a combined offering,” Robert notes, validating the integration approach. “That, combined with local expertise and the high quality of service large incumbents can't deliver, is what will set us apart.”

Enabling SMEs in the Digital Revolution

Central to Unzer's repositioning is its focus on small and medium-sized enterprises. “We narrowed down our strategy to focus more on giving these merchants the tools to grow,” Robert explains. 

“We're focused on giving them the tools to compete on equal footing – without needing the resources of a large enterprise.”

Through the UnzerOne platform, Unzer enables businesses to unify their sales channels. “We enable small and medium retailers to unify their online, offline and mobile sales in a single ecosystem,” Robert says. 

“We believe the future of retail is integrated, and our mission is to make that accessible – even for the smallest merchants.”

This integrated approach addresses fundamental shifts in European commerce. 

“Consumers don't care where they're shopping, they expect the same service everywhere,” Robert observes. “Even in traditionally cash-heavy markets like Germany and Austria, the trend is moving towards a more cashless society.”

Innovation in Payment Technology

Unzer's response to these trends includes significant platform investment and new product launches. “We recently launched Unzer Direct Transfer, a pay-by-bank solution powered by open banking,” Robert explains. 

“It allows customers to pay directly from their bank accounts – no card needed, just fast, secure, and frictionless.”

The company has also introduced Click to Pay for credit cards, “which lets users complete a purchase with a single click, no need to re-enter payment details. And there's more to come,” Robert adds.

Tackling Germany's Cash Culture

Perhaps nowhere is Unzer's approach more nuanced than in Germany, where the company faces a deeply entrenched cash preference. 

“Germany has traditionally favoured cash and still does relative to its neighbours,” Robert acknowledges. “But from these same neighbours, we've seen that payment habits can evolve quickly – especially when the right incentives and conditions are in place.”

The pandemic accelerated change significantly. “Almost overnight, contactless payments became the norm, even for small purchases at bakeries or kiosks,” Robert recalls. 

“What we've seen is that when you make digital payments easier, faster, and more secure, adoption follows.”

Robert's philosophy is patient but optimistic. “We're not trying to force change; we're meeting people where they are and offering digital options that genuinely make life easier. 

“And the trend is clear: across Europe, cash is declining and digital is rising – and Germany is also part of that journey.”

The European Commerce Vision

Looking ahead five years, Robert sees Unzer playing a transformative role across the continent. 

“Our vision is to become the go-to partner for small and medium-sized businesses to unify and digitalise their commerce across Europe,” he explains. 

“We want to provide not just payments, but a full ecosystem of tools that support their growth – from point-of-sale solutions to online and mobile checkouts, to real-time data and analytics, to the software they need to run their business.”

The opportunity is substantial. “With only 3% of German retailers using integrated payment and software solutions today, compared to 35% in markets like the US or Sweden, the opportunity is massive,” Robert notes. 

“And we're in a great position – with the right technology, structure, and culture – to lead that change.”

Robert's ultimate goal reflects his understanding of what merchants truly need. 

“As retail becomes increasingly digital and interconnected, our role is to make that complexity manageable. To let them save time on the boring stuff so they can spend more time with what they love, building their business.”

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