Unzer works with more than 85,000 retailers across Europe, providing payment and retail software built for small and mid-sized merchants. As we head towards 2026, CEO Robert Bueninck, a former Klarna executive, explains why he thinks Germany can move faster on digital payments – not through ‘big tech’ transformation projects, but by making everyday acceptance simpler and more consistent so SMEs can serve customers smoothly in-store and online.
Germany’s Mittelstand – the country’s network of often family-run SMEs – remains central to employment, exports and regional economies, yet payment habits still vary widely from one business to the next.
Bueninck argues that this inconsistency has become a practical issue for merchants, shaping customer behaviour, limiting sales and slowing wider digitalisation across retail.
In the Q&A below, he outlines what is keeping adoption uneven, how policy could help standardise acceptance, and why payments infrastructure now matters to Europe’s broader competitiveness.
How do you see the German SME sector, especially in an international context?
The German Mittelstand is incredibly strong. Honestly, as a Dutchman, I never thought I’d be saying this so emphatically! These businesses are remarkably innovative and adaptable, provided they have the right framework.
It’s well known, though, that Germany lags behind in terms of digitalisation. Why do you think that is?
For one, it’s a matter of structures and processes that are still rooted in the analogue era. Then, there’s sometimes a lack of willingness to try new things and let go of the old ways. But the pandemic has shown that things can be different.
During the pandemic, Germany proved that change is possible. Within a few weeks, the education system went digital, universities and offices switched to virtual meetings. The pressure to adapt was enormous, but it also unleashed tremendous energy and potential.
What role does politics play in all this?
A crucial one. It’s incredibly important for the government to set the right course so our economy can regain momentum. At the moment, the government is investing billions, including in defence and traditional infrastructure, which is necessary, no doubt. But the key question is: are we investing enough in future technologies and tomorrow’s infrastructure?
And what’s your take on this?
I remain somewhat skeptical. Political agendas often sound ambitious, but implementation lags behind. This is particularly obvious in payments: Germany may be an industrial powerhouse, but when it comes to digital payments, we’re second tier. We talk about digitalisation, but in reality, many merchants still accept cash only or set minimum amounts for card payments.
Part of the reason is that digital payment systems haven’t been rolled out across the board yet. In countries like Sweden, the Netherlands, or Finland, over 80 per cent of payments are digital; in Denmark, it’s as high as 90 per cent. In Germany, it’s just 42 per cent.
Why is that a problem, in your opinion?
Because it causes us to fall behind. Digital payment systems form the basis of many future developments and technologies. They form part of critical infrastructure. Currently, US companies such as Visa, Mastercard, PayPal, Google and Apple are leading the way. This is why it is crucial for politicians to create the right framework conditions; otherwise, opportunities for innovation and economic growth will remain untapped, and small businesses will be at a disadvantage.
That all sounds a bit abstract?
Fair point, but it affects all of us in the end. Take electric vehicles: if you want to pay directly at the charging station, you need a reliable, standardised infrastructure. It’s also about new business models. We’re going to see AI agents conducting transactions with each other before long. That opens up huge potential – from an AI agent booking the cheapest flight to London, to a factory machine automatically ordering replacement parts.
Let’s stick with payments. The CDU (Christian Democratic Union) and SPD (Social Democratic Party) want to make it mandatory for merchants to accept digital payment methods. What do you think of this plan?
We fully support it. It’s an important step toward real freedom of choice for consumers. Today, 98 per cent of Germans already use digital payment methods, whether it’s cards, smartphones, or smartwatches. Yet 45 per cent of merchants only accept card payments above a certain amount, and 22 per cent insist on cash. That means many customers abandon their purchases. This is economic growth left behind. Mandatory acceptance brings clarity and fairness, and it increases tax transparency, since every digital payment leaves a traceable record.
Critics worry that this kind of mandate could put a burden on small retailers. Do you share that concern?
Not at all. Modern POS systems are easy to access, affordable, and scalable – even for small shops or vendors at markets and fairs. Digital payments actually simplify processes and support fair competition. Plus, if you accept only cash today, you risk customers simply not coming back. Digitalisation isn’t a burden here = it’s about securing the business’s future and making sure small retailers remain competitive.
What does Unzer specifically do in this space, and what sets you apart from other payment providers?
Our vision has always been to provide SMEs with tailored, affordable, and scalable solutions to make it easier for them to go digital. Large corporations have huge IT departments and million-euro budgets to build their digital infrastructure. Small merchants can’t manage that alone.
They need solutions that are one-stop, easy to use, but cover every sales channel – from the in-store cash register to the online shop. That’s exactly where we come in: we offer all key payment and software solutions from a single source – from POS systems with cash register software to online payments, invoicing and instalment solutions, all the way to collections.
Sounds like a modular system…
Exactly. Our platform connects online and offline commerce while keeping it affordable. Merchants don’t have to juggle multiple providers – they get everything from us. At the same time, we focus on simplicity and full transparency with a single dashboard. That way, digitalisation becomes not just doable, but a real competitive advantage.
In your view, what’s the biggest hurdle German SMEs need to overcome when it comes to digital payments?
Fear of complexity. Many merchants think going digital is expensive or complicated. But modern solutions are simple, cost-effective, and scalable – the real challenge is more psychological than technical.
What’s your final message to policymakers and business leaders?
Digitalisation should not be a privilege reserved for large corporations; it should be the standard for everyone. It should not be seen as a burden, but as an opportunity to create a level playing field. Germany can continue to develop, as the pandemic has shown. Now, we need the courage and perseverance to tackle digitalisation comprehensively as a task for society as a whole. Politicians, businesses and society must all work together.
And what’s next for Unzer, both at home and abroad?
Our main focus is clearly on Germany. There is still enormous growth potential here because, so far, only around three per cent of retailers are using solutions that integrate offline and online channels in real time. In countries such as the USA and Sweden, the figure is already over 30 per cent. It is precisely this potential that we want to exploit. At the same time, however, we are planning to introduce our products gradually in other markets. Nevertheless, the digitalisation of the German retail sector remains our central issue.
