How is Visa Advancing Flexible Payments with emerchantpay?

emerchantpay is expanding its collaboration with Visa and introducing instalment capabilities for UK merchants at a time when consumer expectations around checkout are rapidly shifting.

Global payment service provider emerchantpay has integrated Visa Instalments Solutions (VIS) into its platform, enabling UK merchants to offer instalment payments directly at checkout. 

The move allows eligible Visa cardholders to split purchases into smaller, fixed payments using their existing credit line.

The integration is designed to sit seamlessly within the payment flow, offering real-time eligibility checks and transparent terms selection without redirecting users or introducing friction. 

For merchants, this creates a more streamlined path from basket to purchase – an increasingly critical factor in conversion optimisation.

Responding to shifting consumer demand

The timing of the rollout reflects a broader behavioural shift among UK consumers. 

Demand for flexible payment options has surged, with UK Finance reporting that 25% of UK adults used instalment or deferred payment methods in 2024 – up sharply from just 14% the previous year.

This growing appetite is translating directly into commercial impact. 

Research from The Payments Association highlights that failure to offer flexible payment options is now one of the leading causes of cart abandonment, affecting 40% of businesses.

At the same time, 37% of merchants report increased sales when instalments are available at checkout.

The UK’s BNPL and instalment market, valued at £28bn (US$37.5bn), underscores the scale of the opportunity for payment providers and merchants alike. 

emerchantpay’s latest integration is a strategic response to this demand, embedding flexibility into the core of its payment offering.

Conversion, retention and growth

For emerchantpay, the addition of Visa Instalments is not just about enhancing the overall checkout experience to drive measurable business outcomes as well as simply expanding payment methods.

Jon Horddal,  Chief Product Officer at emerchantpay, says: “Flexible payment options are rapidly growing in popularity as consumers want choice, flexibility and security. 

“Introducing Visa Instalments into our existing offering will enable merchants to meet consumer demand for faster and more seamless payment experiences. 

“This approach is critical to reduce cart abandonment, boost customer retention and drive conversions.” 

By enabling instalments within an existing credit framework, the solution avoids the onboarding friction often associated with standalone BNPL products while still delivering similar benefits in terms of affordability and purchasing power.

A seamless partnership with Visa

The collaboration with Visa highlights a shared focus on simplicity and scalability. 

Rather than adding complexity to the checkout process, the integration leverages existing card infrastructure to deliver instalment functionality natively.

Mark Wilcocks, VP Product & Solution UK & Ireland at Visa, adds: “As consumer demand for instalment payment options continues to rise, merchants are rightly prioritising solutions that are simple to deploy, work seamlessly at checkout and help them convert demand to completed sales. 

“By integrating Visa Instalments into its platform, emerchantpay is offering flexibility for shoppers without adding complexity.”

This approach aligns with a wider industry trend towards embedded finance, where financial services are integrated directly into user journeys rather than delivered as standalone products.

The Visa Instalments integration is the latest step in emerchantpay’s broader strategy to deliver faster, smarter and safer payments for its global merchant base.

As a PSP and acquirer, the company continues to expand its suite of capabilities to support evolving merchant needs across multiple industries.

By combining flexible payment options with seamless integration and real-time decisioning, emerchantpay is reinforcing its role as a partner for merchants navigating an increasingly competitive and experience-driven payments landscape.