19 minutos de lectura 
Última actualización: 8 Sep 2026 
Las plataformas de mercado se enfrentan a un problema de pagos que no afecta a las empresas de comercio electrónico convencionales. Cada transacción implica al menos a tres partes —un comprador, un vendedor y la propia plataforma— y gestionar los flujos de dinero entre ellas de forma fiable, conforme a la normativa y a gran escala resulta realmente complejo. Las soluciones financieras integradas para mercados Resuelve este problema integrando los servicios financieros —pagos, monederos electrónicos, transferencias, préstamos y tarjetas— directamente en la plataforma, en lugar de subcontratarlos a terceros.
Los resultados son cuantificables: pagos más rápidos para los vendedores, un proceso de compra más fluido para los compradores, menores costes operativos para la plataforma y nuevas fuentes de ingresos que antes no existían. Esta guía explica qué significa en la práctica la financiación integrada para los mercados online, por qué su adopción se está acelerando, qué plataformas hay que tener en cuenta y cómo dar los primeros pasos.
Índice
¿Qué es la financiación integrada para las plataformas de comercio?
Las finanzas integradas incorporan los servicios financieros directamente en plataformas no financieras, lo que permite a las empresas ofrecer cuentas, pagos, tarjetas o préstamos dentro de su propia experiencia de producto, sin necesidad de redirigir a los usuarios a proveedores externos.
En el caso concreto de los mercados online, las finanzas integradas significan que la plataforma controla todo el flujo de la transacción. El comprador paga a través de la plataforma, los fondos se reparten automáticamente entre la parte que corresponde al vendedor y la comisión de la plataforma, y los pagos se distribuyen en tiempo real, todo ello dentro del mismo ecosistema en el que el usuario ya confía.
La banca integrada va un paso más allá, ya que permite a las empresas no financieras ofrecer servicios bancarios, como cuentas corrientes, tarjetas de débito y pago de facturas, directamente en su propia plataforma. Para los vendedores de los mercados online, esto significa gestionar los cobros por ventas y los gastos dentro del mismo sistema que utilizan para su tienda, sin necesidad de mantener una relación bancaria empresarial independiente.
Los componentes de las finanzas integradas que son relevantes para los mercados online incluyen:
- Pagos integrados – Procesamiento de transacciones sin redirección a páginas de pago externas, lo que reduce las dificultades en el proceso de pago y el abandono del carrito
- Banca integrada – Cuentas con IBAN, monederos, y tarjetas de débito publicado bajo la marca del mercado
- Préstamos integrados – financiación en el punto de venta, BNPL y préstamos para capital circulante ofrecidos en el momento en que se necesitan, utilizando los datos de las transacciones para fundamentar las decisiones crediticias
- Seguros integrados – seguros especializados que se ofrecen en el momento de la compra, lo que aumenta la confianza de los consumidores y el valor medio de los pedidos
Por qué las plataformas de comercio están adoptando las soluciones financieras integradas
El giro hacia las finanzas integradas en las plataformas de comercio online viene impulsado por tres factores que convergen: la complejidad, la competencia y los ingresos.
La complejidad de los pagos con múltiples participantes
A diferencia de una tienda online convencional, un marketplace debe repartir cada pago entre el comprador, el vendedor y la plataforma, al tiempo que gestiona simultáneamente los depósitos en garantía, los reembolsos, las devoluciones de cargo y la verificación de los vendedores. Los procesadores de pagos de terceros no se diseñaron para esto. La infraestructura financiera integrada lo gestiona de forma nativa.
La presión competitiva sobre la experiencia del usuario
Las plataformas de mercado que redirigen a los usuarios a páginas de pago externas pierden conversiones precisamente en el momento más importante. Los pagos integrados mantienen a los usuarios dentro de la plataforma durante toda la transacción, lo que genera una experiencia de pago más rápida y segura. Ofrecer una experiencia fluida y completa aumenta la confianza y mantiene a los usuarios dentro del ecosistema de la plataforma, lo que reduce la pérdida de clientes y mejora el valor de por vida.
Nuevas fuentes de ingresos
Las plataformas de mercado que gestionan los pagos internamente pueden obtener ingresos en varios ámbitos: comisiones por transacción, ingresos por intercambio derivados de los pagos con tarjeta, intereses sobre los saldos de los vendedores y comisiones por préstamos integrados o productos de seguros. Las empresas generan ingresos a través de los servicios financieros integrados aprovechando las comisiones de intercambio de las transacciones con tarjeta, las comisiones por procesamiento de pagos y los acuerdos de reparto de ingresos, fuentes de ingresos que no existen cuando el procesamiento de pagos se subcontrata.
Ventaja en materia de datos
Los datos de las transacciones de los mercados online son muy valiosos. Las plataformas que cuentan con su propia capa de pagos tienen acceso directo a los patrones de compra, al rendimiento de los vendedores y al comportamiento de los compradores, lo que les permite ofrecer productos financieros personalizados y tomar decisiones crediticias más precisas. Los mercados online utilizan los datos de las transacciones para conceder créditos de forma rápida, aprovechando el historial de gasto de los clientes a la hora de tomar decisiones crediticias de una manera que los prestamistas externos no pueden.
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Cómo funciona la financiación integrada en los flujos de pago de las plataformas de mercado
Uno de los mayores retos a los que se enfrentan los mercados online es la gestión de los complejos flujos de pago entre compradores, vendedores y la propia plataforma. A diferencia de los negocios de comercio electrónico tradicionales, los mercados online deben gestionar múltiples partes en una misma transacción. Las finanzas integradas simplifican este proceso al permitir que las plataformas controlen cómo se mueven los fondos dentro de su ecosistema.
En un flujo de pago típico de un mercado digital, el comprador abona el importe de un producto o servicio a través de la plataforma. A continuación, la plataforma divide el pago, enviando la parte correspondiente al vendedor a su cuenta y reteniendo una comisión o tarifa de servicio. Con una infraestructura financiera integrada, este proceso puede automatizarse, lo que permite pagos más rápidos, estructuras de comisiones transparentes y operaciones financieras más fluidas para las empresas de los mercados digitales.
Servicios financieros integrados en las plataformas de comercio: ejemplos reales
Muchas plataformas digitales líderes ya utilizan la financiación integrada para gestionar flujos de pago complejos, automatizar los pagos a los vendedores y ofrecer servicios financieros dentro de sus ecosistemas. Los ejemplos que se muestran a continuación ilustran cómo funciona la financiación integrada en la práctica en algunos de los mercados online más grandes del mundo.
| Mercado | Funcionalidad de finanzas integradas | Cómo funciona |
|---|---|---|
| Uber | Carteras de conductores y pagos inmediatos | Los conductores reciben sus ingresos en un monedero digital y pueden retirar fondos al instante, en lugar de tener que esperar a las transferencias bancarias semanales. |
| Airbnb | Pagos fraccionados y pagos al anfitrión | La plataforma cobra los pagos de los huéspedes y distribuye automáticamente los pagos a los anfitriones una vez finalizada la estancia. |
| Shopify | Pagos y financiación para comerciantes | Shopify ofrece productos de pago y financiación integrados directamente en el panel de control del comerciante. |
| Amazon Marketplace | Pagos a proveedores y capital circulante | Amazon ofrece soluciones integradas de procesamiento de pagos y financiación para los vendedores que operan en la plataforma. |
| Upwork | Pagos en cuenta de garantía bloqueada | Los pagos de los clientes se retienen en una cuenta de garantía bloqueada y se abonan a los autónomos una vez que se aprueban los hitos. |
| Fiverr | Flujos de pago gestionados | Fiverr se encarga de cobrar los pagos, retiene los fondos mientras se lleva a cabo el proyecto y, una vez finalizado, transfiere los pagos a los autónomos. |
Las mejores soluciones de finanzas integradas para plataformas de mercado
La elección de la plataforma de finanzas integradas adecuada para un mercado online depende de los tipos de pago necesarios, los mercados a los que se dirige, el apoyo en materia de cumplimiento normativo y el modelo de integración técnica. A continuación se ofrece una comparación de las principales plataformas de finanzas integradas para mercados online.
| Proveedor | Características principales | Ideal para | Compliance support | Key advantage |
|---|---|---|---|---|
| ConnectPay | Multi-currency IBANs, SEPA/SWIFT payments, virtual and physical cards, digital wallets, bulk payouts, API-first integration | European marketplaces, fintechs, platforms needing embedded compliance | Built-in KYC/AML, licensed EMI, ongoing due diligence handled on behalf of clients | Full-stack embedded finance with compliance included – no separate legal infrastructure needed |
| Stripe Connect | Card processing, payouts, multi-currency support, identity verification | Global marketplaces and platforms, developer-heavy teams | Stripe handles PCI DSS; KYC support via Stripe Identity | Extensive documentation, strong developer experience |
| Adyen para plataformas | Unified commerce, split payments, marketplace payouts, card issuing | Large enterprise marketplaces with global reach | PCI DSS, local acquiring licences across markets | Enterprise-grade scalability and global acquiring network |
| Mangopay | Wallets, split payments, KYC, escrow, payouts | European marketplaces and crowdfunding platforms | Built-in KYC/AML for EU markets | Wallet-centric model designed specifically for marketplace payment flows |
| Solaris | Banking-as-a-Service, IBAN accounts, card issuing, lending | Fintechs and platforms building financial products | Licensed German bank, full regulatory coverage in EU | Banking licence provides direct access to payment rails |
ConnectPay is particularly well suited to European marketplaces that need cumplimiento integrado from day one – handling KYC, AML/CTF, and ongoing due diligence on behalf of clients, so platforms can focus on their core product rather than building a compliance function internally.
Cómo benefician las soluciones financieras integradas a los mercados y plataformas de comercio electrónico
Scaling with Rent-a-Platform models
With Rent-a-Platform models, such as ConnectPay, businesses can integrate embedded finance solutions without having to deal with the complexities of building new systems in-house. They also help companies save time and capital by providing all the essential infrastructure, technology, and compliance support from the get-go. As a result, thanks to pre-built, regulated solutions, businesses can focus on their core offerings while still providing customers with seamless financial experiences.
These models also take care of regulatory compliance on behalf of their clients, thereby offloading the burden of navigating complex legal frameworks.
One of the key benefits of Rent-a-Platform solutions is that they make embedded finance accessible to a broader range of companies. This, in turn, fosters innovation and competitiveness in digital commerce by simplifying the deployment of sophisticated financial services.
Streamline business operations and payments
Embedded payments streamline operational processes by eliminating the need for third-party gateways, which enhances cash flow management for sellers.
For instance, with ConnectPay’s Payment Initiation Services (PIS) and card acquiring solutions, your business can start offering multiple payment methods. This will create a smoother checkout experience, reducing the cart abandonment rate. By integrating payment options directly within their platform, we can easily provide our customers with faster, more reliable transactions. In most cases, this soon leads to reduced friction and significantly higher customer satisfaction.
Real-time payments further improve the buying experience, as transactions are processed instantly, benefiting sellers and buyers alike. Namely, sellers gain faster access to funds, which is critical for effective cash flow management, while buyers enjoy higher confidence in the business of their choice.
Simplify your market and customer research
Another great benefit of embedded finance is that it provides businesses with valuable insights into consumer behavior. By integrating financial services directly within their platforms, companies gain access to real-time data on purchasing patterns, customer engagement trends, and payment preferences. This simplifies market and customer research, while providing a clearer picture of market demands.
Further building upon this advantage, we at ConnectPay offer solutions to gathering and analyzing transaction data that yield actionable insights without requiring our customers to put in place any additional, complex data-collection tools.
Offer personalized financial products and services
In addition, embedded finance provides marketplaces with a wealth of data on their customers. The insights gained by a thorough analysis of user behavior, transaction history, and preferences make it possible to develop and offer personalized financial products and services to their customers.
For instance, based on a user’s buying patterns, a “Buy Now Pay Later” provider like Clearpay or Klarna can suggest implementing a specific installment plan. Similarly, users identified as frequent travelers might be offered tailored insurance products or currency exchange rates.
Data-driven financial suggestions offered to customers builds trust and establishes marketplaces as credible advisors. Moreover, high levels of personalization enhances user engagement and loyalty – customers are more likely to return to a platform that understands their needs and provides tailored solutions.
Improved user experience
Luckily, by integrating financial services directly into their systems, marketplaces can provide a truly frictionless shopping experience that eliminates the need for going off-site altogether.
At the end of the day, the security and convenience provided by embedded finance translate into higher conversion rates and higher revenue.
Expand market reach with embedded finance
By offering integrated SWIFT payments, embedded finance effectively brings down geographical barriers, allowing marketplaces to avail themselves of previously inaccessible market opportunities.
Not only that, embedded finance is also known for its usefulness in developing unified shopping experiences, which help marketplaces expand their user base. Also conducive to catering to a wider audience is financial inclusivity. This means providing customers with multiple payment options, such as credit or debit cards, digital wallets, cryptocurrencies, or global payment gateways. And this can be easily done with embedded finance.
Embedded finance opens new revenue streams
Embedded finance helps marketplaces boost their revenue in several key ways:
- Marketplaces can earn from both the sale of goods or services, and from transactions that generate fees payable by the customer.
- They can also offer financial products like loans or insurance, earning commission on each sale. This is a good way to diversify their revenue base and create a multi-dimensional business model less susceptible to fluctuations.
- Finally, it helps marketplaces secure partnerships with financial institutions to expand their range of services, and find avenues for revenue sharing. The financial institution benefits from a larger customer base, while the marketplace gains from offering a wider range of services and associated revenue streams.
Businesses seeking to strengthen their brand identity or contemplating an awareness marketing strategy could also benefit from ConnectPay’s tarjetas de débito de marca blanca. These are customized with the business’s logo and design, making them powerful tools for brand loyalty. With these cards, businesses can also offer seamless, integrated payment solutions that strengthen customer relationships, as users associate positive, convenient financial experiences directly with the brand.
To sum up, by integrating financial options at checkout, businesses make purchasing smoother and more flexible, leading to higher conversions. It also fosters customer satisfaction. Who doesn’t like convenient, integrated services that meet their financial needs directly within the platform!
Promoting security and compliance in B2B2B and B2B2C transactions
To enhance security and compliance in B2B2B and B2B2C transactions, it is generally advised to collaborate with pre-regulated proveedores de servicios financieros integrados like ConnectPay. These providers integrate advanced prevención del fraude and compliance systems directly into their services, reducing risks associated with financial transactions.
It’s also crucial to make sure your business is compliant with KYC and AML regulations (this is particularly important in embedded finance ecosystems where trust is paramount). By embedding security measures right at the core of your operations, you’ll kill two birds with one stone – mitigate fraud risks and reinforces confidence among stakeholders. With embedded finance solutions, businesses can streamline processes, minimize risks, and maintain regulatory integrity, creating a secure foundation for scalable growth.
Las finanzas integradas como ventaja competitiva
As we’ve already seen – and it bears repeating, however briefly – the main ways in which embedded finance can give your business a competitive advantage include:
- Delivery of personalized and seamless customer experiences, which increases loyalty and overall satisfaction.
- Boosting the operational efficiency of your business – embedded finance streamlines processes, reducing costs and improving transaction speeds.
- Differentiating your business in a saturated market by tailoring services to specific customer needs.
- More effective market expansion through easier adaptation of financial offering to new regions or industries.
In short, by embracing embedded finance, your business will be able to position itself at the forefront of innovation, driving revenue growth and ensuring long-term resilience in an increasingly competitive landscape.
Cómo dar los primeros pasos con las finanzas integradas en los mercados online
Now, if the number of steps outlined below makes the process of getting started with embedded finance seem daunting – don’t worry, it’s really not. Much of the process has to do with making preparations and selecting the best provider for your needs, while the technical implementation is a total breeze.
Defining strategic objectives for embedded finance
Before you do anything else, the first step is to make sure that your chosen embedded finance solutions will align with the broader aims of your business, supporting growth, customer satisfaction, and operational efficiency.
What this means is that you must set goals that are specific, clear, and realistic. Whether the aim is to enhance customer experience, boost revenue, streamline operations, or expand market reach, you’ll need a focused strategy. Otherwise, you’ll be risking your efforts becoming fragmented and less impactful.
By aligning embedded finance objectives with your key business drivers will not only make the technology add measurable value and maximize returns on investment, but also position your business as a forward-thinking innovator, leveraging financial services to meet customer needs and achieve long-term success.
Identify your target consumer needs
Do your customers struggle with completing payments? How easy is it for them to access credit? Have you received any complaints about your invoice management system? Ask yourself these, and many other similar, questions to identify pain points.
As you may have guessed, direct feedback from the target audience is invaluable in this process. Surveys, interviews, and focus groups will give you some invaluable insights into customer experiences and preferences.
You can then use this data to design tailored financial services that resonate with your audience. Which is to say – your financial services will only resonate with your customers if they can help them solve a specific challenge they actually face in their daily lives. As an added bonus, this will also build up your reputation as a problem-solver in your market.
Conduct market research
Market research is essential to understanding where your industry is at the moment and where it’s heading, which can help you identify opportunities to differentiate your offerings while staying ahead of emerging trends.
Look for market gaps where embedded finance could provide a distinct, unique advantage, thereby outpacing competitors and meeting the needs of neglected customers.
It’s also a good idea to use a competitive matrix to assess the strengths, weaknesses, opportunities, and threats (SWOT) pertaining to your strategy. For instance, you might find that:
- S: Your strength lies in offering seamless payment integration.
- W: And your main weakness is limited credit options.
- O: Your opportunities might include targeting underbanked markets.
- T: And your threats may arise from new fintech entrants.
This analysis can be super helpful in making sure that your embedded finance strategy is well-positioned to capture market share and drive growth.
Assessing internal capabilities
Start by evaluating your current tech systems to ensure they can support features like real-time payments, customer credit checks, and API integrations – outdated or incompatible systems could hinder the effectiveness of your strategy.
Next, review your team’s embedded finance expertise level. Providing education, partnering with fintech companies, or hiring skilled talent can bridge knowledge gaps and make the integration process much smoother. Remember – a capable team is as essential as the technology itself.
Finally, identify potential challenges that could arise, such as limitations in your tech stack, data handling capacity, or navigating regulatory requirements.
Select a fintech partner
With a strong partner, you’ll be assured of a seamless integration process, compliance with regulations, and advanced security measures. ConnectPay stands out as a trusted choice, offering pre-regulated solutions and expertise that empower your business. E-commerce platforms, service marketplaces, empresas fintech, and other companies have successfully leveraged our solutions to streamline payments and enhance fraud prevention.
Arguably, the three most important things to look for in a partner are: robust compliance capabilities, proven experience, and scalability. ConnectPay ticks all these boxes, with integrated fraud prevention systems, adherence to KYC/AML laws, and flexible APIs.
Partnering with ConnectPay ensures your embedded finance strategy delivers measurable results. Ready to take the next step? Start your journey with ConnectPay today to unlock the full potential of embedded finance for your business.
Create an implementation roadmap
To make the process of implementation hassle-free, it is best to break it up into clear, manageable steps. Ideally, your roadmap should also include specific milestones, as these will help you to track progress.
With ConnectPay, embedding financial solutions is effortless. The process begins with registering your business, followed by customizing the solution to your needs, handling the technical side of integration, and then proceeding to the final launch.
Best of all, our dedicated specialists will be there with you all throughout the implementation process to make sure that every detail is handled in the best way possible.
Ensure compliance and security
To protect their users and avoid regulatory compliance-related issues, businesses must prioritize compliance and security, as well as have an extensive knowledge of data protection laws, privacy regulations, and other requirements applicable in their jurisdiction.
With this in mind, we offer solutions that come with regulatory safeguards out of the box. This includes automated KYC and AML checks, which means that our clients are able to forego the costs of establishing an in-house legal department and, instead, directing all their attention to growth.
Here’s an expert tip for you. Make sure to engage legal and compliance specialists early in the planning stage. By identifying regulatory challenges and addressing data protection requirements beforehand, the implementation process will be that much smoother and less prone to risk.
¿Cuáles son los siguientes pasos?
When it comes to enhancing customer experience and driving revenue, embedded finance solutions are a game-changer for platforms and marketplaces alike. By offering seamless financial services such as payments, IBANS, or account management directly within your ecosystem, you can create a more convenient and engaging user journey while fostering loyalty and customer satisfaction. As businesses increasingly adopt embedded finance, staying ahead means embracing these innovations to remain competitive and meet evolving customer expectations.
So, if you’re ready to take the next step – we’re always here to guide you through the process, from planning to implementation. Contact our sales team today to learn how we can help your business thrive with tailored embedded finance solutions.
Preguntas frecuentes: servicios financieros integrados para plataformas de comercio electrónico
¿Qué es la financiación integrada en las plataformas de mercado?
La integración de servicios financieros en las plataformas de comercio significa incorporar servicios financieros como pagos, monederos digitales, préstamos o pagos a los vendedores directamente en la plataforma. En lugar de redirigir a los usuarios a proveedores de pago externos, el mercado gestiona las transacciones dentro de su propio ecosistema. Esto mejora la experiencia de pago, simplifica los pagos entre compradores y vendedores y ayuda a las plataformas a desarrollar una infraestructura financiera más sólida.
¿Por qué son importantes los servicios financieros integrados para las plataformas de comercio?
Las finanzas integradas son importantes para los mercados online porque simplifican los complejos flujos de pago entre compradores, vendedores y la plataforma. Al integrar los servicios financieros directamente en el mercado online, las empresas pueden mejorar la experiencia del usuario, reducir las dificultades en los pagos y agilizar las operaciones. Además, ayudan a las plataformas a expandirse a nivel mundial sin perder el control sobre las transacciones y los servicios financieros.
¿Cómo obtienen beneficios las plataformas de comercio electrónico gracias a los servicios financieros integrados?
Los mercados pueden generar ingresos a través de la financiación integrada cobrando comisiones por transacción, obteniendo ingresos por comisiones de intercambio de los pagos con tarjeta u ofreciendo servicios financieros como préstamos o financiación por parte del vendedor. La gestión de los pagos dentro de la plataforma también permite a los mercados crear valor añadido a través de productos financieros, al tiempo que refuerzan su ecosistema y aumentan el volumen total de transacciones.
¿Qué servicios financieros pueden integrar las plataformas de mercado?
Los mercados pueden integrar diversos servicios financieros, entre los que se incluyen la gestión de pagos, los pagos a vendedores, los monederos digitales, la emisión de tarjetas y los productos de crédito. Estos servicios permiten a las plataformas gestionar las transacciones financieras directamente dentro de su ecosistema. Al integrar estas funcionalidades, los mercados pueden simplificar las operaciones, agilizar los pagos y ofrecer a los usuarios una experiencia financiera más fluida.
¿Cómo mejora la financiación integrada la experiencia del usuario en los mercados online?
Las soluciones financieras integradas mejoran la experiencia del usuario al hacer que los pagos sean más rápidos, más seguros y más fáciles de gestionar dentro de la plataforma del mercado. Los compradores pueden realizar sus compras sin salir de la plataforma, mientras que los vendedores se benefician de pagos simplificados y herramientas financieras. Este enfoque integrado reduce las dificultades en las transacciones y fomenta la confianza entre el mercado y sus usuarios.
¿Cómo ganan dinero los monederos digitales?
Digital wallets generate revenue through transaction fees on payments processed, interchange revenue from linked card transactions, subscription fees for premium features, foreign exchange margins on currency conversion, and interest earned on stored balances. Some wallets, including those built on ConnectPay’s IBAN infrastructure, also monetize through embedded financial products like lending or insurance offered within the wallet.
