Rethinking Payments: How Embedded Finance Is Transforming the Way Consumers Shop and Spend Embedded finance is rapidly reshaping how consumers shop, spend, and interact with money – and how merchants sell. Consumers are looking for financial flexibility and improved cash flow management as they navigate an increased cost of living, while merchants are seeking innovative ways to drive customer loyalty and enhance shopping experiences. In this keynote, Joe Heck, U.S. CEO of Zip Co, can explore how Buy Now, Pay Later (BNPL) and flexible payments are evolving from point-of-sale options into dynamic, personalized tools that empower consumers to shop and merchants to sell. The discussion will cover the impact of BNPL on consumer behavior, merchant partnerships, and the future of frictionless retail.