> ## Content Index > Fetch the complete content index at: https://conversion.club/llms.txt > Use this file to discover other available public pages before exploring further. # Tomy Ferreira (Payplug): "At best, payment is a badly framed topic." - URL: https://conversion.club/tomy-ferreira-payplug-at-best-payment-is-a-badly-framed-topic/ - Published: 2026-08-13T09:04:38.000Z - Updated: 2026-10-19T20:26:20.000Z - Author: Robin Marzin - Tags: CRO, Checkout, Interviews [Tomy Ferreira](https://www.linkedin.com/in/tomy-ferreira-988395166/?ref=conversion.club) is a Partnership Manager at [Payplug](https://www.payplug.com/fr/?ref=conversion.club), a subsidiary of the [BPCE](https://www.groupebpce.com/?ref=conversion.club) group. We wanted to understand what he sees of payment from that vantage point, four months before a regulatory deadline that will hit every French checkout flow, and just as Wero arrives in checkouts. Enjoy the read 💐 --- ## The topic everyone pushes to the end of the project **Conversion Club —** An agency sells a strategy, an art direction, mockups, a CMS, but payment often comes late in that sequence. From where you sit, is that a feeling or a constant? **Tomy Ferreira —** It's a constant, and I've seen it for seven years. > At best, payment is a badly framed topic. At worst, it's a topic people ignore completely because it can be scary. What's funny is that it's true for both merchants and project managers. The same people who will recommend [Klaviyo](https://www.klaviyo.com/fr/?ref=conversion.club) or [Trustpilot](https://www.trustpilot.com/?ref=conversion.club), with a real opinion and real arguments, freeze up as soon as they reach the payment step. The reflex is: "*I install my client's payment solution, they went through their bank or another provider, I don't want to touch it*." The result is that it systematically comes at the end of the process, and sometimes even after. We have merchants on [Shopify](https://www.shopify.com/fr?ref=conversion.club) who discover, when they go to connect payment, that their bank's solution isn't compatible with the platform. Then the question becomes "what do I do?", in a rush, a few days before launch. And that's when the agency calls us. --- > The reality is that you can build a great site, but if people can't buy at the end, all that effort goes down the drain. --- **Conversion Club —** We have a hypothesis on this: in our line of work, mistakes can be fixed. An email sent with a typo, the wrong segment, a failed SEO test: nobody dies. Payment involves money and regulation, so the fear of screwing up is of a different order. Is that what you run into? **Tomy Ferreira —** There's some of that, and it's legitimate. The payment market is heavily regulated, so the real risk of ending up outside the rules is low. The fear is more about committing to ground you don't master in front of a client. **A project manager who can't answer three questions in a row about payment would rather not raise the topic at all.** My job is precisely to close that gap. I want an agency director or a project manager to know enough to tell their client: there are several solutions on the market, they're not equal given your goals, and it's worth a look. They don't need to become payment experts. They need to be able to open the door to that conversation for the good of the store. --- ## Three to four points of revenue: the argument that opens doors **Conversion Club —** Specifically, what angle do you take for this "educational work"? **Tomy Ferreira —** Performance, every time. We give the same pitch to a merchant doing €10,000 a month as to [Trip.com](http://trip.com/?ref=conversion.club), [Maisons du Monde](https://www.maisonsdumonde.com/?ref=conversion.club), [Veepee](https://www.veepee.fr/?ref=conversion.club) or [Back Market](https://www.backmarket.fr/fr-fr?ref=conversion.club). Our customers range from €1 million to €100 million in annual revenue, and the question is the same: > **How can payment bring in three to four more points of revenue over the year?** What helps is that payment speaks to people. We've all bought online, and we've all gotten a notification from our bank when we confirm. Customers often tell me: I order at €50 and I get an authentication, I order at €250 and nothing happens. They already sense there's a logic behind it, and that gives me a way in to explain the rest. ## Join the club The e-commerce brand community. Subscribe Email sent! Check your inbox to complete your signup. Clear, concrete, actionable content. Unsubscribe in one click. --- ## November 20 falls one week before Black Friday **Conversion Club —** Payment is a heavily regulated sector, and changes are often discovered late. The one we're watching right now is split payment moving into the scope of consumer credit on November 20, 2026, one week before Black Friday. How do you support your customers on a deadline like this? #### ****(Editor's note) What changes starting November 20, 2026.** Ordinance No. 2025-880 of September 3, 2025, which transposes European Directive (EU) 2023/2225, brings split payment into consumer credit, including for installments of less than three months and for offers presented as interest-free. In practice, the lender must assess the buyer's creditworthiness and check the FICP (the national register of credit repayment incidents), standardized pre-contractual information must be provided before signup, the withdrawal period rises to thirty days, and advertising for these offers is regulated. For a merchant, that means extra steps in the checkout flow, terms and conditions to update, and metrics to watch closely after the switch: acceptance rate, average order value, and fallback to another payment method when the request is declined. **Tomy Ferreira —** We apply the method we refined on PSD2 in 2018, 2019, 2020, when strong authentication arrived and everyone started getting those bank notifications. **The logic is to get in as early as possible.** That takes a lot of content: our marketing team produces articles, newsletters, webinars and events, solely to explain this kind of topic in plain terms. It also takes our account managers, whose job is to reach out to the affected customers, especially those with a high volume of payments in three or four installments, to set up a meeting and walk through what will happen over the next six months. --- > On split payment, we rely on our specialized partners, who handle compliance on their side and let us support merchants that already use them. --- The real trigger, in practice, is the mainstream press. The merchant reads an article in their daily paper and calls their agency: I think I read this, does it apply to me, how do we set it up on my site? --- ## Wero's acceleration and its role in the ecosystem **Conversion Club —** Wero is moving fast in France. Have you had any feedback from the field yet, or is it still institutional communication? #### Wero in two lines Wero is the payment wallet developed by the European banking consortium EPI, which succeeded Paylib in France. It relies on instant account-to-account transfers, whereas a standard payment goes through a card network, which changes how funds are collected and cash flow works for merchants. After person-to-person payments, e-commerce launched in Germany in late 2025, in Belgium in early 2026, then in France on April 20, 2026, with the first transactions carried out by the BPCE group. Broader merchant availability is announced for fall 2026, and in-store payment for 2027\. Payplug, a BPCE subsidiary, was the first payment provider to process a Wero e-commerce payment in France. ![Working session at Payplug on integrating Wero](https://storage.ghost.io/c/b5/a7/b5a79c8d-ed77-4459-9729-b694bd04720c/content/images/2026/10/wero.webp) Working session on integrating Wero **Tomy Ferreira —** Surprisingly, it's catching on very well, with both our customers and our partners! Lots of agencies come to me with specific questions: when can it be used, up to what limit, how does it integrate. It's a sign they want to offer it to their clients themselves, with a simple argument: you used to collect payments by bank transfer, and now there's a French and European solution that does it cleanly. You already know it as a consumer, and you'll be able to use it as a merchant. **There's an extra layer to this topic, and that's sovereignty.** We all know Visa and Mastercard, and we often forget there's a French player, CB, which Payplug works with a lot through a partnership. Wero is part of that same question. It puts a certain amount of expectation on the project, because it's highly anticipated, and that's a good thing because there's real ambition behind it. ## Join the club The e-commerce brand community. Subscribe Email sent! Check your inbox to complete your signup. Clear, concrete, actionable content. Unsubscribe in one click. --- ## On agentic commerce, keep a cool head **Conversion Club —** A must-ask topic: AI and agentic commerce. The most interesting signal we saw this year is native payment in ChatGPT, which was launched and then pulled after only a tiny share of merchants turned it on. How do you read that sequence? **Tomy Ferreira —** It's a fascinating topic, and one where you need to keep a cool head. I remember the start of the year very well, at trade shows, over a beer at the end of the day: people from Shopify or PrestaShop agencies explaining that in six months we'd no longer build websites, that everything would happen in ChatGPT, that the website would become a showcase. **Here we are, and the website still has a bright future ahead of it.** --- > There won't be a big revolution in the next six to eight months. --- That said, the topic interests us a lot, both us and the BPCE group. We've already deployed what's needed to make our services accessible to agents, and we're making progress on payment questions in this context. There's an enormous amount of security behind it: **we remain a bank player and a payment method, so we can't just do anything.** ![Selecting payment methods in an e-commerce checkout](https://storage.ghost.io/c/b5/a7/b5a79c8d-ed77-4459-9729-b694bd04720c/content/images/2026/10/Capture-du-12-08-2026-a---15.03.32@2x.png) Payment methods There are deeper debates to settle, on whether cards even make sense in these flows, and on the place of wallets. Some of our team went to NRF in New York, and the word AI was everywhere, including on the in-store experience and on how to make payment completely invisible. So the expectation is there, but we've got a foot in the door and we're moving carefully. It's a somewhat vague answer, I realize, but it's an honest one: we're working on it a lot, and at the same time the big shift where all purchases happen in a conversational interface isn't coming right away. > "We have our hands in it and we're moving carefully." **Also read:** [AI Act for E-commerce Merchants: Responsibilities and AI AgentsThe AI Act is in force. If you deploy an AI agent on your store, you're legally responsible for what it does. Here's what changes.![](https://storage.ghost.io/c/b5/a7/b5a79c8d-ed77-4459-9729-b694bd04720c/content/images/2026/10/icon-ghost-6d4c79f4-e7b4-4554-83f3-d7edd813dfbb.png)Conversion Club | Média CRO et e-commerceClara Martin![](https://storage.ghost.io/c/b5/a7/b5a79c8d-ed77-4459-9729-b694bd04720c/content/images/2026/10/her-bd968383-a50b-4e8a-ab9a-e97e8ef5508a.jpeg)](https://conversion.club/the-ai-act-for-e-commerce-merchants-who-is-liable-when-an-ai-agent-gets-it-wrong/) --- ## Tips for comparing PSPs (payment service providers) without being fooled by the advertised price **Conversion Club —** A more down-to-earth question: a merchant pits their longtime bank, you, and two other providers against each other. What should they look at, and where are the gray areas? **Tomy Ferreira —** Well, I'll give three tips: First, make sure you really understand your pricing. Some providers present their offer as "*interchange plus commission*," meaning the wholesale cost plus various fees on top. It's a legitimate way to build an offer, as long as you know how to read it. So many customers have told me "I pay 0.25," and then I redo the math and get to 0.90, because they misread their PSP contract. **Before comparing, you need to be able to say what you really pay, line by line.** Second, which follows from the first: look objectively beyond price. **I have merchants who come to me with bank pricing three to four times cheaper than ours, and who still lose revenue.** They hit a ceiling, because at some point they end up with a tool that lacks features or no longer fits the rest of their stack. On paper their rate is unbeatable, and it truly is. > The sticking point is admitting that revenue gains cost something. Otherwise you end up with payment tech debt. Third, always start from your real needs. A merchant who sells mainly in euros, B2C, with a low average order value and lots of transactions has different priorities from one who makes most of their sales in China or the United States. In that last case, Payplug isn't the right answer, and I say that in all honesty. The right exercise is to define your customer type, your currencies, your product type and the features you need, then choose the PSP that fits. --- > Payment is a growth tool in its own right, and should be treated as one from the start of the project. --- **Go further:** [Selling Internationally on Shopify: The Checkout GuideDDP, local payment methods, shipping, returns: everything that makes or breaks an international Shopify checkout.![](https://storage.ghost.io/c/b5/a7/b5a79c8d-ed77-4459-9729-b694bd04720c/content/images/2026/10/icon-ghost-897851fb-a391-44d4-90cc-e456848b99b9.png)Conversion Club | Média CRO et e-commerceJérémie Werner![](https://storage.ghost.io/c/b5/a7/b5a79c8d-ed77-4459-9729-b694bd04720c/content/images/2026/10/suitcase-c9cd27a3-ed66-4a6f-9de7-486f3e5cdf49.jpg)](https://conversion.club/selling-internationally-on-shopify-the-checkout-guide/) --- ## Tomy's recommendations **Conversion Club —** Last question, the one we ask everyone: do you have any resources or people to recommend or spotlight for learning about this topic? **Tomy Ferreira —** (Laughs) The [Payplug blog](https://www.payplug.com/fr/blog/?ref=conversion.club), corporate bias fully acknowledged. A big part of it is educational, with content where merchants talk about their real problems, which gives food for thought even to people who aren't customers. And one internal recommendation, also fully acknowledged: [Paul-Louis Bénard](https://www.linkedin.com/in/paullouis-benard/?ref=conversion.club), who handles partnerships here, runs a [free newsletter](https://paullouisbenard.substack.com/) and posts very regularly on LinkedIn about e-commerce in the broad sense. It's fairly focused on the Shopify ecosystem, but what he says holds true on PrestaShop or Magento. He interviews a lot of people in the industry and also covers big-picture topics, like what commerce will look like in three to five years. --- Thanks Tomy for this interview! 💐✌️ Tomy is a Partnership Manager at [Payplug](https://www.payplug.com/fr/?ref=conversion.club), a subsidiary of the [BPCE](https://www.groupebpce.com/?ref=conversion.club) group.