epay
epay Australia is a Sydney-based full-service provider of prepaid solutions and alternative payment processing, wholly-owned by Euronet Worldwide. It connects 1,000+ global brands with 23,000+ Australian retailers through a proprietary payment cloud, PAX terminals, and Asian e-wallet integration.
- Company typePrivate
- Founded2001
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What epay does
epay Australia Pty Ltd, founded in 2001 and headquartered in Sydney, is a full-service provider of prepaid solutions and alternative payment processing serving the Australian market. The company operates as a wholly-owned business segment of Euronet Worldwide Inc. (NASDAQ: EEFT), leveraging its parent's 777,000 POS terminal footprint across 63 countries and global brand relationships. epay's core technology is a Digital Integrated Payment Cloud platform that processes prepaid activations, voucher issuance, gift card program management, and alternative payment acceptance (Alipay+, WeChat Pay, UnionPay QR, Zip) across PAX Android terminals, third-party POS systems, and CommBank's Albert smart EFTPOS terminal. The company distributes through a network of 23,000+ Australian retail locations spanning petrol stations (BP, Shell), supermarkets (Coles, Woolworths, IGA), and specialty retail, with a self-serve online signup portal and a Sydney-based enterprise sales team handling enterprise acquisitions.
The business model is transaction-based, with revenue generated from per-transaction processing fees on prepaid product activations, gift card sales, and alternative payment acceptance, supplemented by managed/white-label services and Alipay-based marketing services for brand partners. Pricing is quote-based and not publicly disclosed. Customer segments include: (1) Australian SMB and enterprise retailers requiring diversified payment acceptance, (2) global and local brand partners (Vodafone, Telstra, Optus, Microsoft, Sony, Adobe) using epay for prepaid distribution, (3) Chinese tourists and international visitors (1.4 million annually) needing familiar home-country digital wallets, and (4) emerging verticals such as online wagering via CashtoCode. The go-to-market combines direct sales, channel partnerships with six major Australian POS providers, OEM/embedded integration with CBA's Albert terminal, and white-label/API e-commerce solutions.
epay positions itself as a horizontal infrastructure layer between global brands and Australian consumers, with strategic emphasis on Asian cross-border payments and a stated 300% year-on-year growth in the alternative payments segment from Q1 2022 to Q1 2023. Operational scale at the parent level includes 3+ billion transactions processed annually across the epay segment globally. The company is PCI-DSS certified and operates a 24/7 customer care function, an extranet for transaction reporting, and a quarterly epayworld trade publication supporting retailer engagement.
epay firmographics
Firmographics- Name
- epay
- Legal name
- epay Australia Pty Ltd
- Website
- https://epayworldwide.com.au
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- epay Australia is a Sydney-based full-service provider of prepaid solutions and alternative payment processing, wholly-owned by Euronet Worldwide. It connects 1,000+ global brands with 23,000+ Australian retailers through a proprietary payment cloud, PAX terminals, and Asian e-wallet integration.
- Ownership category
- akta.pro rank
epay industry classification
Industry- Product category
- Payment Processing Services
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Prepaid Card Program Managers & Issuers (BIN Sponsors) (FSAMANAK)
- akta.pro secondary industries
- Cross-Border & FX Payments Platforms (BPAMAFAK), International Bill Pay & Cross-Border Airtime/Top-Up (FSAGAKAM)
Keywords
Where epay is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
epay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Payment Processing & Transaction Fees: Revenue generated from processing alternative payment transactions (Alipay, WeChat Pay, UnionPay QR, Zip) and prepaid product sales at point-of-sale terminals. Transaction-based revenue model.
- Prepaid Solutions Distribution: Distribution of prepaid products including mobile top-up, gift cards, gaming vouchers, software content, and transport/toll payments through retail network. Processing fees from activating prepaid cards and issuing vouchers.
- Technical Integration Services: Technical processing and commercial processing at POS, including integration services for retailers and brand partners. Processing, Consulting, Production, Logistics & Distribution, Marketing & Advertising, Merchandising, and Reporting services.
- Marketing Services: Alipay marketing services including store page setup, coupon creation, city page listing, campaign communication and coordination, and POS materials distribution for brand partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Standard retail services |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels13 records
epay product offering
Product offeringCore offering
epay is Australia's leading full-service provider of prepaid solutions and alternative payment processing, operating as a wholly-owned business segment of Euronet Worldwide Inc. The company distributes prepaid products (mobile top-up, gift cards, gaming vouchers, transport/tolling) and processes alternative payments (Alipay, WeChat Pay, UnionPay QR, Zip) through a Digital Integrated Payment Cloud platform, PAX Android POS terminals, and integrations with major bank terminals and POS systems. It connects hundreds of brand partners with over 23,000 Australian retail locations.
Product overview
epay is a full-service provider of prepaid solutions and alternative payment processing, operating as a segment of Euronet Worldwide. The company offers a unified platform combining the Digital Integrated Payment Cloud with Android-based PAX terminals for POS operations. Product portfolio includes Prepaid Mobile, Gift & Top Up, Online Cash, Transport & Tolling, and Closed Loop Cards, supported by Alternative Payments Suite accepting Alipay+, WeChat Pay, UnionPay QR Code, and Zip. The 360 Full-Service offering provides end-to-end support including processing, consulting, production, logistics, marketing, merchandising, and 24/7 reporting through the Extranet portal. Services are delivered via integrated POS systems, bank terminals, mobile commerce, and API-based e-commerce solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Digital Integrated Payment Cloud Core technology platform enabling omnichannel processing for prepaid products, voucher issuing, gift card program management, and alternative payment acceptance across POS, bank terminals, and mobile commerce.
- PAX 4G/Wireless Android POS Terminal Android-based POS terminal with 4G and WiFi connectivity, 5-inch touch screen, dual cameras for QR code scanning, thermal printer, and support for magnetic and smart card readers. Enables voucher issuing, prepaid card activation, and acceptance of Alipay, WeChat Pay, UnionPay QR Code, and Zip payments.
- Alternative Payments Suite Acceptance of Alipay+, WeChat Pay, UnionPay QR Code, and Zip Pay at POS terminals and integrated solutions. Enables Chinese and Asian consumers to pay in local currency using their home-country digital wallets.
- Alipay+ Integration Unified global mobile payment and marketing solution connecting merchants with multiple Asian e-wallets (AlipayHK, GCash, Kakao Pay, TrueMoney, Touch 'n Go eWallet) through a single integration.
- Prepaid Mobile Top-Up Mobile phone recharge solutions through all major network providers in Australia including Telstra, Optus, and others.
- Gift & Top-Up Distribution Prepaid gift cards, vouchers, and top-up solutions for local stores, global brands, music, gaming, and gifting.
- Online Cash Services Secure online payment solutions via vouchers and direct account top-ups for purchasing products and services online.
- Transport & Tolling Payments Toll road payments including Opal card top-up, Trip passes, Credit passes, and account top-ups for Queensland, Victoria, and New South Wales.
- Closed Loop Cards Custom gift cards, employee cards, and customer cards for building customer loyalty relationships.
- Gift Card Program Management Processing, funds management, reporting and reconciliation for physical and digital gift cards. Includes API integration, Dropship, Shop-in Shop Solutions, and White Label options.
- Location-Based Marketing Platform Marketing platform that identifies customers before travel, enables targeted offers, and drives customers into stores through Alipay and WeChat Pay channels. Includes store page setup, coupon creation, and city page listing.
- 360 Full-Service Comprehensive service offering including processing, consulting, production, logistics and distribution, marketing and advertising, merchandising, reporting, and 24/7 support.
- Zip Co BNPL Integration BNPL integration enabling Zip Pay (interest-free) and Zip Money acceptance at all epay POS terminals, apps, and e-commerce platforms. epay handles integration, settlement, and contracts on behalf of Zip.
- CashtoCode Cash Deposit Service Closed-loop cash deposit service for online betting, skill games, and lottery operators available at 2,000+ Australian retail locations with plans to expand to 11,000.
- Mobile Commerce Platform Enables mobile payments, digital codes, and loyalty applications. Powers some of Australia's leading gift card apps.
- LifePay Cross-Border Payment Platform Digital wallet enabling cross-border remittance services and international currency bill payments through epay's extensive global network spanning 50 countries.
Quantifiable outcome
- Nearly 60% of overseas merchants adopting Alipay saw subsequent growth in both foot traffic and revenue
- +4 more outcomes
Companies that use epay
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles3 records
epay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability4 records
Feature7 records
epay partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core.
- Alipay+ (Ant Group)coreAlipay+ integration activated across 8,000 epay retailers including David Jones. Enables acceptance of Asian e-wallets (AlipayHK, GCash, Kakao Pay, TrueMoney, Touch 'n Go eWallet) through unified interface. Also includes marketing solution for promotional campaigns and digital coupons to e-wallet users.
- Commonwealth Bank of Australia (CBA)coreCBA became first major bank to provide Alipay on Albert smart EFTPOS terminal. epay provides the payment processing and integration through downloadable app on Albert. 94,000 Albert devices deployed across Australia enabling Alipay acceptance for Chinese visitors.
- Zip Cocoreepay partnered with BNPL provider Zip Co to enable Zip payments at all epay POS terminals, apps, and e-commerce platforms. epay handles integration, settlement, and contracts on behalf of Zip. Includes Zip Pay (interest-free) and Zip Money for retailers.
- WeChat Pay (Tencent)corePartnership enabling WeChat Pay acceptance at epay retail locations. WeChat Pay handles 1+ billion transactions daily globally. Allows Chinese consumers to pay in local currency at Australian retailers.
- UnionPay InternationalcorePartnership enabling UnionPay QR code and card acceptance. UnionPay is the largest card payment processing organization globally with 80% of Australian merchants accepting UnionPay cards.
- Euronet Worldwide Inc.coreepay is a business segment of Euronet Worldwide Inc. (NASDAQ: EEFT). Euronet provides the parent company's infrastructure including 51,437 ATMs, 590,000 EFT POS terminals, and global money transfer network. epay Australia is wholly-owned by Euronet.
- PAX TechnologycorePAX Android-based 4G/WiFi POS terminals enable epay's prepaid product selling, voucher issuing, and alternative payment acceptance. Terminal features 5-inch touch screen, dual camera, thermal printer, and card readers.
- Beacon POScorePOS integration partner enabling epay solutions through Beacon POS systems for prepaid activation and alternative payments.
- WorldSmart POScorePOS integration partner enabling epay solutions through WorldSmart POS systems for prepaid activation and alternative payments.
- GAP (POS Provider)corePOS integration partner enabling epay solutions through GAP POS systems for prepaid activation and alternative payments.
- PC EftposcorePOS integration partner enabling epay solutions through PC Eftpos systems for prepaid activation and alternative payments.
- Swift POScorePOS integration partner enabling epay solutions through Swift POS systems for prepaid activation and alternative payments.
- Magenta POScorePOS integration partner enabling epay solutions through Magenta POS systems for prepaid activation and alternative payments.
- David JonescoreLuxury Australian department store as flagship Alipay+ partner. Selected David Jones stores accept Alipay+ payments instore.
- VodafonecoreBrand partner for prepaid mobile products. Vodafone uses epay's Alipay solution to differentiate as top choice for Chinese visitors to Australia.
- GM CabscoreGM Cabs nationwide taxi service partners with epay for Alipay acceptance, providing complete payment solution for Chinese tourists and tour organizers.
- BP AustraliacoreBP petrol stations part of epay's retail network for prepaid products and CashtoCode cash deposit services.
- ShellcoreShell petrol stations part of epay's retail network for prepaid products and CashtoCode cash deposit services.
- ColescoreMajor Australian supermarket chain as key retail network partner for prepaid products, payment services, and CashtoCode.
- WoolworthscoreMajor Australian supermarket chain and brand partner. Woolworths locations serve as epay retail touchpoints for prepaid products.
- IGA (Independent Grocers of Australia)coreIndependent grocery retailer network as part of epay's prepaid product and CashtoCode distribution network.
- WHSmiths AustraliacoreRetail chain partner for prepaid products and services in Australian locations.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
epay competitors and assessment
Company assessmentDirect peers
- Blackhawk Network: Blackhawk Network is a global leader in prepaid gift card distribution and branded payments, operating gift card malls and digital payment solutions at retail. Highly comparable to epay's core prepaid distribution and gift card program management business.
- InComm Payments: InComm is a leading prepaid product and gift card technology company with retail distribution networks. Directly comparable to epay in prepaid product activation, gift card programs, and alternative payment processing at point of sale.
Broad incumbents
- Euronet Worldwide: Parent company of epay Australia, Euronet operates epay (prepaid), Ria (money transfer), and XE (currency services) globally. Relevant as a broader incumbent in electronic payments and the parent ecosystem that supports epay Australia's infrastructure and global reach.
- Fiserv: Fiserv is a major global payment processing and financial technology provider with significant merchant acquiring and prepaid/gift card capabilities. Comparable as a broad incumbent offering overlapping payment processing and prepaid solutions at scale.
- Global Payments: Global Payments is a large payment technology and software provider offering merchant acquiring, processing, and prepaid solutions. Comparable to epay as a broad incumbent in payment processing with overlapping alternative payment and prepaid product capabilities.
- Adyen: Adyen is a global payment platform serving enterprise merchants with unified online, mobile, and in-store payment processing. Comparable to epay in providing alternative payment method acceptance and integrated POS payment infrastructure, though at the enterprise/upper-mid market tier.
- PayPal: PayPal operates a global digital payments and alternative payment platform including Venmo, Braintree, and QR-code based in-store payments. Comparable as a broad incumbent in alternative payment acceptance serving cross-border use cases similar to epay's Asian wallet acceptance business.
- Block (Square): Block operates Square for seller payments and Cash App for consumer payments, with integrated POS hardware and software offerings. Comparable to epay in POS-based payment acceptance and merchant services, with growing presence in Australia.
Regional players
- Tyro Payments: Tyro Payments is an Australian merchant-focused EFTPOS terminal and payment processing provider serving SMEs. Comparable as a regional alternative payment and POS provider competing in the same Australian market, though without epay's prepaid distribution and Asian wallet specialization.
Emerging players
- Zeller: Zeller is an Australian fintech offering integrated payments, EFTPOS terminals, and business banking for SMEs. Comparable to epay's POS and merchant services in Australia, with a focus on consolidating payment acceptance and business banking into one platform for local retailers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
epay social profiles
Digital presenceepay compliance and trust
Trust signalCompliance1 record
epay financial estimates
Financial estimateRevenue estimate
Valuation estimate
epay leadership team
Management profileNumber of profiles
Profiles1 record
epay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
epay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about epay
What does epay do?
epay is Australia's leading full-service provider of prepaid solutions and alternative payment processing, operating as a wholly-owned business segment of Euronet Worldwide Inc. The company distributes prepaid products (mobile top-up, gift cards, gaming vouchers, transport/tolling) and processes alternative payments (Alipay, WeChat Pay, UnionPay QR, Zip) through a Digital Integrated Payment Cloud platform, PAX Android POS terminals, and integrations with major bank terminals and POS systems. It connects hundreds of brand partners with over 23,000 Australian retail locations.
Is epay a public or private company?
epay is a private company. It is classified as corporate owned and is currently operating.
When was epay founded?
epay was founded in 2001. It employs 11 to 50 people.
Where is epay based?
epay is headquartered in Sydney, Australia, in the Oceania region.
How does epay make money?
Four revenue lines are on record. Payment Processing & Transaction Fees are the primary driver. The others are prepaid Solutions Distribution, technical Integration Services and marketing Services.
Who are epay's main competitors?
Direct peers on record are Blackhawk Network and InComm Payments. Broad incumbents are Euronet Worldwide, Fiserv, Global Payments, Adyen, PayPal and Block (Square). Tyro Payments is listed as a regional player. Zeller is listed as an emerging player.
Does epay have an API?
Yes. epay offers API integration for e-commerce retailers. The API enables merchants to connect to epay's payment and prepaid network. The company also provides Dropship, Shop-in Shop Solutions, and White Label Sites through API-based integration.
What industry is epay in?
epay's product category is Payment Processing Services. Its primary akta.pro industry code is FSAMANAK, Prepaid Card Program Managers & Issuers (BIN Sponsors), with a secondary code of BPAMAFAK, Cross-Border & FX Payments Platforms. Its NAICS code is 522320 and its SIC code is 6199.