Adyen partners Limitless Technology on Asia-Pacific payments

Adyen has partnered with Limitless Technology Group to manage payments across the retailer's brands and markets, covering six markets in Australia and Southeast Asia.

Melbourne-based Limitless Technology runs gifting eCommerce brands including LVLY, Bloomeroo, Flower Chimp, CakeRush and Happy Bunch. It has moved more than 10 online storefronts to Adyen's system, replacing four payment gateways with a single provider.

The setup includes direct local acquiring in Australia, Hong Kong, Malaysia and Singapore, as well as cross-border transactions in the Philippines and Indonesia. More than 10 online stores went live across four markets within one week.

The consolidation gives the company a single reporting structure across brands and countries and has made back-end reconciliation faster and simpler.

Seasonal demand

The move comes as online gifting retailers face sharp swings in order volumes around occasions such as Valentine's Day and Mother's Day. During those periods, checkout reliability can directly affect whether shoppers complete a purchase.

Research from Adyen's Retail Index 2026 found that 26% of consumers in Hong Kong abandon a purchase when they encounter a payment error due to security or trust concerns. Adyen said its checkout product for Limitless Technology removes page redirects while supporting local payment methods.

For a retailer operating multiple brands across several countries, payment choices and local checkout expectations can vary widely. A standard approach may reduce operational complexity, but merchants still need to adapt to local consumer habits in each market.

Limitless Technology also expects the arrangement to improve its view of transaction data across the group. That information can help it understand customer payment preferences, including card mix, and use those insights in commercial decisions.

"Gifting is ultimately about the connection between people, and technology should make that connection easier, not more complicated," said Niklas Frassa, Chief Executive Officer and Co-founder of Limitless Technology Group.

"Payments are a fundamental part of that experience, and Adyen helps us ensure this happens smoothly behind the scenes, so our brands can focus on the moments they are helping customers create," Frassa said.

Regional reach

Adyen has been expanding its work with merchants operating across several Asia-Pacific markets that want a single payment platform across brands, geographies and channels. The partnership with Limitless Technology reflects demand among digital retailers trying to reduce the number of systems used in finance and operations.

Limitless Technology's business combines online storefronts, order fulfilment and business data on a shared internal technology platform. That model allows the group to run several consumer brands while centralising much of the supporting infrastructure.

In practice, payments are often one of the hardest parts of that model to unify, particularly when a retailer uses several providers across different markets. Multiple gateways can create different reporting formats, settlement processes and operational workflows for finance teams.

By shifting those payment flows to one provider, the group is seeking a more consistent way to handle transactions across its portfolio. That consistency is intended to support both daily operations and broader decisions about expansion into new brands and markets.

Kai Tang, Head of Hong Kong at Adyen, said the pressure increases as merchants scale across borders and face rising consumer expectations around checkout speed and ease. Businesses operating in Hong Kong in particular need to meet demand for fast and simple online payments.

"Managing payments across multiple brands and markets becomes increasingly complex as a business grows, especially in a dynamic market like Hong Kong where consumers expect fast and frictionless checkouts," said Kai Tang, Head of Hong Kong at Adyen.

"Partnering with Adyen enables Limitless Technology to simplify its payment operations and gain deeper visibility into its transaction data, driving smarter, data-led decisions as the business scales," Tang said.