Ruben Nielsen, Vice President of Sales and Business Development for the Nordics at Shift4, shares how the company is transforming the payments landscape by simplifying complex processes for merchants. In this exclusive Ecom21 interview, Ruben discusses how Shift4 operates as a one-stop shop for payments, removing complexity through strategic partnerships and tailored solutions for small and medium-sized businesses. Ruben also highlights Shift4’s innovative approach to sustainability, showcasing a groundbreaking project in Denmark with Tomra and local governments. This initiative enables instant refunds for reusable cups via card payments, blending payment technology with environmental responsibility. Looking ahead, Ruben explores the future of embedded payments and how companies are increasingly integrating payment solutions into their own ecosystems to enhance efficiency and customer experience. Discover how Shift4 is driving payment innovation while supporting sustainability and why the Baltics are becoming a hub for fintech and payment solutions.
Simplifying Payments and Driving Sustainability | Ruben Nielsen from Shift4 at Ecom21
