Adyen partners with Obi to overcome the barriers between physical retail and the digital marketplace

The technology and financial platform Adyen is supporting Obi on its journey to become the leading European reference point in the home and & garden sector, helping to overcome the barriers between physical retail and the digital marketplace.

The “Endless Aisle” strategy

As part of the “Endless Aisle”, Obi allows customers to pay for products from third-party sellers exactly as they would for products purchased in-store: simply and directly at the checkout via the terminal.

The technical implementation is based on Adyen for Platforms (AfP). Thanks to this solution, the same terminal can trigger two different settlement flows: part of the payment is allocated to the relevant marketplace entity (for local products), while the remainder is allocated to the platform entity.

Following a successful rollout across thousands of terminals in Germany, Austria and Switzerland, the solution is now being expanded internationally. The next step will be to introduce the system in Italy, while further roll-outs in other countries are already planned.

Comments

Obi is much more than a traditional DIY store: “We are increasingly evolving into a true solutions provider and, with this in mind, we offer a fully integrated marketplace for everything related to the home and garden,” says Nils Benning, Vice President Global Digital Product at Obi. “If an item is not available in-store, customers can order and pay for it directly at the checkout through our marketplace, seamlessly and in a single transaction, exactly as they would for a normal checkout purchase. With Adyen, we are building a simple and reliable shopping experience for our customers.”

“With Obi, we can already see what unified commerce will look like in the 2026: online and offline meet directly at the point of sale,” says Hella Fuhrmann, Country Manager for Germany, Austria and Switzerland at Adyen. “Thanks to our centralised platform architecture, we help Obi simplify complex processes and renew the shopping experience for millions of people across Europe.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.