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Adyen SWOT & PESTLE Analysis

ID : 52769953| Sep 2020| 15 pages

COMPANY PROFILE -Adyen

Business Sector :Online Payment Gateway and Aggregator

Operating Geography :Europe and rest of the world

About Adyen :

Adyen is a Dutch payment company that operates as a platform for integrating gateway, risk management, processing and settlement services. It additionally connects merchants to Visa, Mastercard and other miscellaneous payments methods as well as sales channels, especially its merchants’ online, mobile and point-of-sale channels. Adyen is headquartered in Amsterdam, Netherlands and it employs approximately 1182 people as of 2020. The company was founded in 2006 by a group of entrepreneurs, namely Pieter van der Does and Arnout Schuijff. Their prime objective was to build a platform capable of meeting the rapidly increasing needs of today’s burgeoning global businesses. Adyen serves more than 4,500 businesses, including 7 of the 10 largest U.S Internet Companies including Facebook, Airbnb, Spotify, Groupon, Evernote, Mango, SoundCloud etc. The company is actively invested in building an ethical business by reducing waste disposals through their investment in the Vietstar Waste Treatment project and donating 100% of shoppers’ donations to respective charities. Adyen Payments App B2C emerged as the winner at the Commerce Cloud Partner of the Year Awards 2017 for the largest percentage of Commerce Cloud client growth.
Adyen’s unique selling proposition or USP lies in being the leading payments technology company that offers a global platform for businesses to accept payments anywhere in the world. Its mission statement reads, “To make payments choices easy for merchants because it encompasses the whole payments value chain and manages the entire payment flow from checkout through to final settlement.”

Adyen Revenue :


€ 496.7 million - FY ending 31st December 2019 (y-o-y decline 42%)
€ 348.9 million - FY ending 31st December 2018

Competitive Analysis of Adyen

SWOT
PESTLE
The SWOT analysis for Adyen is presented below :
Strengths
Weaknesses
1. Easing payment processes for global brands and their customers
2. Diversity in customer portfolio lending it a financial cushion
3. Resilient internal operations even in pandemic
4. Global geographic presence powered by a dynamic workforce
5. Achieving higher highs in transaction volumes for clients since inception representing phenomenal growth story
6. Highly profitable enterprise befitting modern requirements
7. Integration with multiple international and local payment methods
1. High dependence on European market
2. Low presence in emerging markets
Opportunities
Threats
1. Growth of platform-based models giving opportunities to cater smaller enterprises
2. Growth of e-commerce boosting growth of payment gateways
3. Online payment is the perfect tool of social distancing with everlasting change in consumer behavior
1. Larger merchants launching their own gateways
2. Banks availing services of payment gateway
3. High competition among peers
4. Trust deficit due to transaction frauds
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Adyen

 

Strength

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Weakness

1. High dependence on European market: Adyen is highly dependent on online sales in Europe. Adyen accumulated about 54% of the annual gross revenue from Europe in 2019, with similar figures in 2018 and prior to that. The company generated volumes worth €1.4 billion from Europe. This high dependence on Europe, being a global company, might affect the penetration into other regions. Besides, with emergence of peers in this business segment and Brexit blows, future growth is bleak as European economy is expected to shrink massively in 2020. The European economy will experience an estimated shrinkage by 8% in 2020. Big European economies like France, Croatia, Spain and Italy will shrink more than 10%. UK’s GDP is also expected to shrink by 9.75% and Germany’s by 6.3%. With lower GDP, consumption would be affected, which would slide sales for all the sectors. Lower sales mean lower transactions and hence, Adyen’s growth might see stagnancy.

2. Low presence in emerging markets: On one hand, the company has high dependence on developed markets, where growth is staggered, on the other; it coincides with low presence in the emerging markets. Adyen generated only 15% of gross revenue in 2019 from emerging markets, which involves Latin America and Asia Pacific. The front lines of emerging markets are India, Malaysia, China, Mexico, Brazil, Indonesia, etc. They consist of 85% of the global population and 90% of the population is young. In India alone, users of online payments doubled up to 800 million in between 2014 and 2019. With improving infrastructure, these regions are the most attractive markets for all kinds of industries. Lower presence of Adyen in these regions would definitely decline its growth momentum. Adyen opened office in India in 2019, amidst a fierce battle amongst multiple local aggregators like PayU, PayTM, UPI, etc. squabbling for the payments market pie. Adyen needs to further expand in emerging markets.

Opportunity

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Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Wirecard
  • CyberSource
  • Checkout.com
  • BrainTree
  • Stripe
  • PayPal
  • Klarna
  • iZettle
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Check Out Analysis of Other Relevant Companies

TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Adyen Analysis Report

1. Adyen Annual report 2019 - https://www.adyen.com/dam/jcr:5034df79-16cf-4b03-831c-72934fb24f18/Annual%2520Report%25202019%252

2. Adyen Annual report 2018 - https://www.adyen.com/investor-relations/publication-annual-report-2018

3. Adyen company profile - https://www.reuters.com/companies/ADYEN.AS

4. Adyen company website -https://www.adyen.com/

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Adyen SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2020). Adyen SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/adyen/ [Accessed 25 Nov, 2020].

In-text: (SWOT & PESTLE.com, 2020)

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Adyen SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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