Swedbank Pay is an omnichannel platform, covering the entire spectrum of e-commerce and in-store payments. Born from the unique experiences of using Babs, Swedbank Card Services, and PayEx, as well as complemented by a retail bank. Swedbank Pay emerged from a blend of market-leading experience with a strong product portfolio covering the entire payment mix across all retail sales channels. Providing merchants with the freedom and flexibility to choose within the payment method, enabling a convenient consumer experience, and thus increasing sales conversion rates.