EBANX Appoints Robert-Jan Lieben as New VP for Europe to Enhance E-Commerce in Emerging Markets
On March 21, 2025, EBANX, a prominent global Payment Service Provider focused on emerging markets, announced the appointment of Robert-Jan Lieben as the new Vice President of Commercial Operations in Europe. This strategic move comes in response to the anticipated surge in online sales within emerging markets, projected to exceed USD 1.3 trillion by 2027. European companies are increasingly investing in regions such as Brazil, Mexico, Colombia, Nigeria, South Africa, and India, seeking to capitalize on these rapidly growing digital landscapes.
Lieben, who previously served as a director at PayPal, brings nearly two decades of experience in the payments sector to his role at EBANX. His extensive background in developing new business strategies and profound understanding of the payments industry positions him well to drive partnerships with European technology firms looking to expand into some of the world’s most dynamic markets. As he assumes his new role from Amsterdam, he will play a crucial role in facilitating the international expansion of European companies into Latin America, Africa, and India.
Reflecting on his new role, Lieben expressed, "What excites me particularly about this professional challenge is representing a PSP that not only offers payment processing but also provides complete insights into local regulations, consumer preferences, and market dynamics essential for success."
According to data from Payments Commerce Market Intelligence (PCMI), which is featured in EBANX's annual report 'Beyond Borders,' sectors with strong representation from European businesses are flourishing in emerging markets at an accelerated pace. Lieben noted, "All tech companies are seeking ways to strengthen their operations and, more crucially, to seize the right opportunities at the right time. There has never been a better moment to invest and expand into Latin America, Africa, and India. The maturity of digital commerce, the robust purchasing power of consumers, and the increasing willingness of European businesses to enter emerging markets signal that this is the ideal time."
For instance, online retail in Latin America is expected to grow at an impressive rate of 26% annually until 2027. Similarly, the sector in India and entire Africa is predicted to grow by 20% and 16% per year, respectively, in the next two years. Other digital sectors including gaming, travel, and streaming are also expected to witness significant revenue increases, with gaming in Africa projected to rise by 21%, travel in India by 18%, and streaming in Latin America by 14% during the same timeframe.
Lieben's appointment aligns with EBANX's vision of bridging the gap between European tech companies and the vast, untapped markets of Latin America, Africa, and India. João Del Valle, CEO and co-founder of EBANX, commented, "This combination creates a powerful bridge between these economies. Lieben understands the expansion challenges faced by European companies, while our team comprehends the local nuances that make emerging markets so potent. Together, we are exceptionally positioned to help European businesses thrive in these fast-growing regions."
The potential of local real-time payment methods, such as Pix, Brazil's instant payment system with 90% penetration, is a prime example of how EBANX's local processing abilities and global handling capabilities can play a key role in a company's expansion strategies. "We have been able to assist merchants from across the globe in understanding the opportunities and strengths of these payment methods and adapting their offerings," Del Valle explained. "As a result, they are not just able to successfully establish themselves in emerging markets but also rapidly expand their customer base, having already prepared to meet the demands of these markets."
For example, digital companies accepting Pix with EBANX experience an increase in revenue of 16% and a 25% growth in their customer base. The upcoming introduction of the recurring feature in the Pix system, with Pix Automático set to launch in June, will further enhance these business possibilities. EBANX merchants currently have access to the technical documentation needed to integrate the API for Pix Automático and are beginning the development and testing phases of the backend operations.
"Emerging markets are leading the global shift towards real-time payments and digital financial solutions, and merchants riding this wave and mastering the most popular payment methods will be best positioned to capitalize on these opportunities," added Lieben.
Founded in Brazil in 2012, EBANX is the leading payment platform connecting international companies with the world's fastest-growing digital markets. With a mission to expand access to international digital commerce, EBANX leverages proprietary technology, extensive market expertise, and robust infrastructure to enable international businesses to offer hundreds of local payment methods across Latin America, Africa, and Asia. Beyond just payments, EBANX drives growth, enhances sales, and delivers seamless shopping experiences for both businesses and consumers.
For more information, visit EBANX's website or link with us on LinkedIn.
Lieben, who previously served as a director at PayPal, brings nearly two decades of experience in the payments sector to his role at EBANX. His extensive background in developing new business strategies and profound understanding of the payments industry positions him well to drive partnerships with European technology firms looking to expand into some of the world’s most dynamic markets. As he assumes his new role from Amsterdam, he will play a crucial role in facilitating the international expansion of European companies into Latin America, Africa, and India.
Reflecting on his new role, Lieben expressed, "What excites me particularly about this professional challenge is representing a PSP that not only offers payment processing but also provides complete insights into local regulations, consumer preferences, and market dynamics essential for success."
The Fastest Growing Digital Markets
According to data from Payments Commerce Market Intelligence (PCMI), which is featured in EBANX's annual report 'Beyond Borders,' sectors with strong representation from European businesses are flourishing in emerging markets at an accelerated pace. Lieben noted, "All tech companies are seeking ways to strengthen their operations and, more crucially, to seize the right opportunities at the right time. There has never been a better moment to invest and expand into Latin America, Africa, and India. The maturity of digital commerce, the robust purchasing power of consumers, and the increasing willingness of European businesses to enter emerging markets signal that this is the ideal time."
For instance, online retail in Latin America is expected to grow at an impressive rate of 26% annually until 2027. Similarly, the sector in India and entire Africa is predicted to grow by 20% and 16% per year, respectively, in the next two years. Other digital sectors including gaming, travel, and streaming are also expected to witness significant revenue increases, with gaming in Africa projected to rise by 21%, travel in India by 18%, and streaming in Latin America by 14% during the same timeframe.
Local Processing Meets Global Handling
Lieben's appointment aligns with EBANX's vision of bridging the gap between European tech companies and the vast, untapped markets of Latin America, Africa, and India. João Del Valle, CEO and co-founder of EBANX, commented, "This combination creates a powerful bridge between these economies. Lieben understands the expansion challenges faced by European companies, while our team comprehends the local nuances that make emerging markets so potent. Together, we are exceptionally positioned to help European businesses thrive in these fast-growing regions."
The potential of local real-time payment methods, such as Pix, Brazil's instant payment system with 90% penetration, is a prime example of how EBANX's local processing abilities and global handling capabilities can play a key role in a company's expansion strategies. "We have been able to assist merchants from across the globe in understanding the opportunities and strengths of these payment methods and adapting their offerings," Del Valle explained. "As a result, they are not just able to successfully establish themselves in emerging markets but also rapidly expand their customer base, having already prepared to meet the demands of these markets."
For example, digital companies accepting Pix with EBANX experience an increase in revenue of 16% and a 25% growth in their customer base. The upcoming introduction of the recurring feature in the Pix system, with Pix Automático set to launch in June, will further enhance these business possibilities. EBANX merchants currently have access to the technical documentation needed to integrate the API for Pix Automático and are beginning the development and testing phases of the backend operations.
"Emerging markets are leading the global shift towards real-time payments and digital financial solutions, and merchants riding this wave and mastering the most popular payment methods will be best positioned to capitalize on these opportunities," added Lieben.
About EBANX
Founded in Brazil in 2012, EBANX is the leading payment platform connecting international companies with the world's fastest-growing digital markets. With a mission to expand access to international digital commerce, EBANX leverages proprietary technology, extensive market expertise, and robust infrastructure to enable international businesses to offer hundreds of local payment methods across Latin America, Africa, and Asia. Beyond just payments, EBANX drives growth, enhances sales, and delivers seamless shopping experiences for both businesses and consumers.
For more information, visit EBANX's website or link with us on LinkedIn.
Topics Business Technology）
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