[eMarketer] PayPal deepens US in-store push with new Zettle device

PayPal rolled out the PayPal Zettle Terminal in the US after an EU launch last year, per a press release. PayPal already offers Zettle’s card reader solution in the US.

Terminal is an all-in-one point-of-sale (POS) solution for small and medium-sized businesses (SMBs).

Amid a fintech downturn and other market turmoil, PayPal is focused on recentering the company back to its core business. Its three-pronged growth strategy targets its digital wallet, Braintree, and checkout, which bringing Terminal to the US can support.

PayPal has yet to fully penetrate in-store checkout. Despite its in-store transaction value topping $20 billion in 2020, this was a mere 2.1% of its total volume. And while digitization has been key to PayPal’s success, in-store commerce will still compose 85% of total US retail sales in 2022, making it a key vehicle for PayPal’s growth.

eMarketer says that PayPal is entering a highly competitive POS market. It will have to contend with giants like Block’s Square and Fiserv’s Clover. That will make it harder for PayPal to capture market share, complicating Zettle’s success.

But Terminal’s place in the broader PayPal ecosystem sets it apart from competitors.

Read the full eMarketer article here

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