Adyen, a financial technology platform, has announced that its Giving product has generated more than US$25 million in donations, with brands around the world using the solution to let their customers support causes directly at checkout. Since its launch in 2020, shoppers globally have contributed via their favourite brands through 35 million individual micro-transactions. To mark this important milestone, Adyen is matching all donations made via Giving in 2025.
Before Giving launched in 2020, brands struggled with fragmented donation solutions, requiring separate contracts for each charity and facing complex integration and administrative challenges. Adyen’s Giving product solved this by keeping donations separate from the merchant’s money flow and by streamlining integration. Plus, through Adyen’s 1 per cent fund, all related fees are covered, ensuring that the full donation amount goes directly to the supported causes.
“We turned checkout into a purpose-driven touchpoint,” explains Dominique Simons, Adyen’s Head of Impact. “By embedding donations directly into our payment infrastructure, we remove operational barriers so brands can focus on driving impact, while giving their customers a simple way to support the causes they care about.”
The solution now serves 150+ brands across 30 markets including Guess, H&M, Decathlon and Etsy, channelling funds to causes that support the UN Sustainable Development Goals through their nonprofit partner(s) of choice.
The platform allows brands to align donations with their customers’ values year-round while also having the flexibility to activate rapid fundraising within 24 hours of disasters, connecting with new causes at checkout or adding an additional layer of support to an existing brand-nonprofit partnership.
Funds raised through the Giving platform have contributed to providing clean water, education, and healthcare to children in need; aid to those suffering from both man-made and natural disasters; cancer awareness and environmental programs among many other causes supported by hundreds of non-profits including WWF, Americares, UNICEF, Make-A-Wish and more.
Matching has been strategically used to increase the impact at checkout, especially during emergencies. Many brands have launched a Giving program tied to an urgent campaign and have successfully expanded their programs.
“Giving has allowed us to swiftly and effectively raise funds for emergency relief campaigns in collaboration with our global nonprofit partners, as well as other important causes. The speed and scale of the product have empowered millions of our customers across 25 markets to make meaningful contributions, driving impactful support for both our global and local nonprofit partners,” said Alexander Weissflog, social sustainability, community development lead at H&M.
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