Adyen Powers Payments for Limitless Technology Group Across 6 Markets

In September 2026, Adyen recently partnered up 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 also 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. This consolidation gives the company a single reporting structure across brands and countries and has made back-end reconciliation faster and simpler. 

Additionally, this move also 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 stated that its checkout product for Limitless Technology helps to remove page redirects while simultaneously 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. 

Impact on the ICT Market 

Limitless Technology's business combines online storefronts, order fulfilment and business data on a shared internal technology platform. This means that the model allows the group to run several consumer brands while centralizing 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 company is seeking a more consistent way to handle transactions across its portfolio. This 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. 

Impact on the Payment Security Market 

The global payment security market size was estimated at USD 33.61 billion in 2025 and is predicted to increase from USD 38.29 billion in 2026 to approximately USD 117.38 billion by 2035, expanding at a CAGR of 13.32% from 2026 to 2035. 

According to Precedence Research, the market growth is driven by the need to protect consumer data, comply with regulations, and keep up with the evolving threat landscape. The growing adoption of digital payment methods significantly drives the market revenue for payment security. Compliance with PCI DSS guidelines and the rise in fraudulent activities in e-commerce further fuel this market growth. As payment applications become more prevalent across different sectors, the demand for sophisticated payment security solutions in digital commerce continues to rise. 

The overall digital transformation has also led to an increase in cybersecurity threats, such as unauthorized access, fraud, and data breaches in payment security. Cybercriminals are becoming more sophisticated in exploiting vulnerabilities, making it essential for businesses to prioritize comprehensive payment security strategies. Unauthorized access to payment data can result in severe financial losses and reputational damage, driving widespread adoption of payment security solutions and contributing to market growth. 

Impact on the Contactless Payment Market 

The global contactless payment market size was USD 56.11 billion in 2025, calculated at USD 65.09 billion in 2026 and is expected to reach around USD 240.12 billion by 2035, expanding at a CAGR of 15.65% from 2026 to 2035.  

According to Precedence Research, the increasing adoption of mobile wallets featuring contactless payment, increasing awareness regarding the benefits of contactless payment, supportive government initiatives to promote digital payment, rising consumer preference for contactless payment as an alternative to cash, wide accessibility to high-speed internet, and rising penetration of smartphones are expected to drive the growth of the contactless payment market during the forecast period. 

The growing concern for banking security, like PIN number revelation and errors in card swipe or insertion, is driving more demand for the market in banking advancement. The awareness of this payment method is effectively educating bank account holders. The rising hygiene concerns and layered security for high-value transactions are bolstering the dominance of technology integration such as tokenization. The government support for market expansion via programs and campaigns is promoting the benefits of cashless transactions. 

Expert Opinion 

"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.