Primer, a payments infrastructure company, and HitPay, a Singapore-based payments and merchant of record provider, have formed a partnership to help merchants in Southeast Asia (SEA) sell more easily to customers overseas by simplifying cross-border payments and compliance.
Cross border e-commerce in the region is expected to grow steadily through 2030 as more businesses sell to customers outside their home markets. Many merchants face challenges such as licensing rules, multiple payment service provider connections, and lower payment approval rates, which can slow expansion.
HitPay acts as the merchant of record for Southeast Asian businesses selling abroad. It manages payment processing, regulatory compliance, and settlement for merchants in markets including Singapore, Vietnam, the Philippines, and Malaysia. This setup allows local businesses to sell to customers in the United States and Europe without handling complex overseas requirements themselves.
“Our merchants have evolved from serving primarily local customers to selling globally, from Southeast Asian exporters reaching the US, to travel and hospitality businesses attracting European customers,” said Aditya Haripurkar, co founder and CEO of HitPay.
He said faster access to new markets and more reliable local payment performance could make a meaningful difference for growing businesses.
“The integration was fast, with minimal engineering, but the impact has been immediate, especially in fast growing segments like travel,” Haripurkar said.
Through the partnership, HitPay is using Primer’s unified payments infrastructure to connect with local acquirers in key global markets. This allows merchants to accept card payments in multiple currencies and provide payment experiences that match local customer expectations, while maintaining a single integration.
“Enabling merchants to scale internationally is still one of the hardest problems in payments,” said Gabriel Le Roux, co-founder and CEO of Primer. “By partnering with HitPay, we are opening new markets for their merchants and laying the foundation for long term global expansion. This partnership shows how open, unified payments infrastructure can drive real growth for fintechs and the businesses they support,” he said.
The partnership also works in the other direction. HitPay has joined Primer’s recently launched Primer for Partners Program, which allows payment service providers, alternative payment methods, and fraud providers to build and manage their own integrations on the Primer platform.
HitPay offers more than 700 local payer options across the region. Through the partnership, Primer’s customers can access these alternative payment methods without adding new integrations, helping them reach customers in the region’s fragmented payments market.