What Tap2Pay does

Tap2Pay is a social commerce and omnichannel payment platform that enables merchants to accept payments across websites, social media (Facebook, Instagram, YouTube), and messaging applications (Facebook Messenger, Telegram, Viber, WhatsApp, WeChat) without requiring a fully built e-commerce site. The platform generates tokenized invoices that customers can pay in two clicks without leaving the chat, and bundles a digital wallet, express checkout widget, recurring billing, customer management, and shipment notifications behind a single dashboard. Integration with major payment gateways (Stripe, PayPal, BlueSnap, Braintree, PayU, Bepaid, CreditGuard) and crypto via TripleA allows merchants to settle in over 135 currencies across 44+ countries. The product surface is extended by official plugins for WooCommerce, Shopify, Magento, WordPress, and WHMCS, plus an AI Assistant marketed as a virtual sales manager.

Tap2Pay operates a self-serve, product-led go-to-market targeting SMBs, online sellers, social-media sellers, event organizers, and SaaS/subscription businesses, with a freemium sandbox for testing and a 10% recurring affiliate program for referrals. Revenue is generated via transaction fees charged on each processed payment; specific rates and pricing tiers are not publicly disclosed and require contacting the sales team. Distribution is layered with conference participation (Merchant Payments Ecosystem Berlin, Polish e-commerce events), content marketing, partner integrations with Visa, BBVA, Santander, SIBS, Google for Startups, and Huge Thing.

The company was founded in 2017, is registered as Tap2Pay, Inc. in the United States with reported roots in Belarus, and lists Tallinn, Estonia as its city. It remains privately held, self-funded with no disclosed venture capital, and operates with a 1-10 employee team. CEO and founder Evgeny Palchevsky leads the company; the leadership team also includes a CMO (Adir Zangi). The company has accumulated recognitions including the Visa Everywhere Initiative win (Russia, 2018), BBVA Open Talent approval, and FinancesOnline Top 20 Payment Gateway designation, though most public milestones are dated to 2018-2021.

Name

Tap2Pay

Legal name

Tap2Pay, Inc.

Website

https://tap2pay.me

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Tap2Pay is a self-serve social commerce payment platform that lets merchants accept card, bank, and crypto payments across websites, social media, and messaging apps without building a full e-commerce site.

Ownership category

akta.pro rank

Product category

Payment Processing / Social Commerce Payment Gateway

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Finance Services (6199)

akta.pro primary industry

Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)

akta.pro secondary industry

Digital Wallets & One-Click Checkout (CRAFALAC)

Keywords

• Social commerce payments
• Messenger payment gateway
• Omnichannel checkout platform
• Online merchant payment processing
• Ecommerce payment plugins

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Marketing or Sales, Operations, Personnel

Revenue model

1. Payment Processing / Transaction Fees: Tap2Pay charges merchants a commission for processing payments. The specific rate is not publicly disclosed but the company generates revenue from each transaction processed through the platform across all channels (website, messengers, social media).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Tap2Pay is a social commerce and omnichannel payment platform that enables merchants to accept card and alternative payments across websites, social networks (Facebook, Instagram, YouTube), and messengers (Facebook Messenger, Telegram, Viber, WhatsApp, WeChat) through a 2-click checkout flow, without requiring a dedicated e-commerce website. It provides a tokenized digital wallet, an embeddable express checkout widget, recurring/subscription billing, a unified merchant dashboard with built-in CRM, and plugins for WooCommerce, Shopify, Magento, WordPress and WHMCS, supporting 135+ currencies and crypto payments across 150+ countries.

Product overview

Tap2Pay is a unified social commerce and payment platform designed for omnichannel selling. The core Tap2Pay Platform serves as the central payment infrastructure supporting a 2-click buying experience across websites, social media (Facebook, Instagram, YouTube), and messengers (Facebook Messenger, Telegram, Viber, WhatsApp, WeChat). The platform includes the Digital Wallet (token-based security), Express Checkout Widget (for quick ordering), Dashboard & CRM (centralized management), and Recurring Payments (subscription billing). Supporting this core are specialized plugins for e-commerce platforms: the WooCommerce Payment Plugin, Shopify Payment Gateway Plugin, and WordPress Payment Gateway Plugin (all downloadable from WordPress.org), plus the Event Ticketing module and WHMCS Plugin for hosting providers. An AI Assistant provides virtual sales manager capabilities. A Sandbox environment enables testing before going live. The platform processes 135+ local currencies across 44 countries with support for cryptocurrency via TripleA integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Tap2Pay Social Commerce Payment Platform Core omnichannel payment platform that enables merchants to accept card and alternative payments across websites, social media (Facebook, Instagram, YouTube), and messengers (Facebook Messenger, Telegram, Viber, WhatsApp, WeChat) through a 2-click checkout, with no website required.
• Tap2Pay WooCommerce Payment Plugin Official WordPress/WooCommerce plugin that lets WooCommerce merchants accept Tap2Pay payments directly on their stores, supporting multiple payment methods and messenger-based one-click checkout.
• Tap2Pay Shopify Payment Gateway Plugin Official Shopify app/plugin that lets Shopify merchants enable Tap2Pay as a payment gateway with a one-click Connect setup, supporting social and messenger checkout.
• Tap2Pay WordPress Payment Gateway Plugin Official WordPress plugin that extends WordPress sites to accept payments directly via Tap2Pay's API, with multiple payment methods and messenger integrations.
• Tap2Pay Event Ticketing Module that lets event organizers sell tickets via messengers and social media with automatic ticket delivery to customers' email and chat-based attendee support.
• Tap2Pay AI Assistant AI-powered autonomous virtual sales manager that automates customer interactions, sends invoices, and manages the sales workflow inside messenger environments for Tap2Pay merchants.
• Tap2Pay Sandbox Sandbox testing environment at sandbox.tap2pay.me/demo where merchants and developers can test Tap2Pay payment flows end-to-end before going live.
• Tap2Pay WHMCS Plugin WHMCS Marketplace plugin purpose-built for hosting providers, enabling Tap2Pay payment processing through the WHMCS platform.

Quantifiable outcome

• Up to 25% increase in sales conversion when using familiar messenger UI/UX for payments
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability2 records

Feature7 records

Partnerships

13 partnerships are on record, tiered core and minor.

• BlueSnapcoreTechnology or IntegrationTap2Pay and BlueSnap became partners to provide powerful mobile payments solution for merchants. BlueSnap is one of the supported payment gateways enabling global card acquiring, multiple payment methods including ACH, SEPA, and international currencies.
• StripecoreTechnology or IntegrationStripe is integrated as a supported payment gateway within Tap2Pay, enabling merchants to accept card payments globally.
• PayPalcoreTechnology or IntegrationPayPal is integrated as a supported payment method within Tap2Pay platform.
• BraintreecoreTechnology or IntegrationBraintree is supported as a payment gateway for merchants using Tap2Pay.
• WooCommercecoreTechnology or IntegrationOfficial Tap2Pay plugin for WooCommerce enables payment acceptance directly on WordPress/WooCommerce stores. Plugin available on WordPress plugin directory.
• ShopifycoreTechnology or IntegrationOfficial Shopify payment gateway plugin enables Tap2Pay integration with Shopify stores.
• MagentocoreTechnology or IntegrationSpecial Tap2Pay plugin available for Magento e-commerce platform targeting larger retailers.
• Huge Thing (Poland)coreStrategic or Co-development PartnerTap2Pay participated in 4-month Huge Thing acceleration program in Poland, working with Polish partners, clients, mentors, and investors to launch on the Polish market.
• Santander Bank (Poland)coreStrategic or Co-development PartnerStarted pilot with Santander Bank as part of Polish market launch through Huge Thing acceleration program.
• SIBS (Portugal)coreStrategic or Co-development PartnerTap2Pay is a partner of SIBS, the national payment system in Portugal, enabling local payment processing.
• Google for StartupsminorGTM or Marketing PartnerPartner with Google for Startups program for startup support and resources.
• MTS Bank (Russia)minorStrategic or Co-development PartnerImplemented pilots with MTS Bank, one of the largest banks in Russia.
• MCX (Poland)minorStrategic or Co-development PartnerImplemented pilots with MCX in Poland as part of market expansion.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Checkout.com: Global cloud-based payment processor serving enterprise merchants and digital platforms. Comparable as a multi-rail merchant gateway Tap2Pay competes against for mid-market merchants selling across borders.
• Stripe: Global payments infrastructure provider offering merchant gateways, hosted checkout, and Connect for platforms. Comparable as the underlying rail Tap2Pay sits on top of, and a direct substitute for Tap2Pay's hosted-checkout and gateway products for any SMB merchant.
• PayPal: Global digital wallet and merchant payment processor with Checkout, Braintree, and Venmo. PayPal is both an integrated partner inside Tap2Pay and a competing one-stop payment gateway for social/small merchants selling online.
• Square (Block): End-to-end SMB commerce and payments platform (Square, Cash App, Afterpay). Comparable because Tap2Pay targets the same SMB merchant with omnichannel acceptance, though Square sells more vertically integrated hardware + software bundles.
• PayU: Global payment gateway with strong presence in EMEA, LATAM, and Asia. PayU is both a supported rail inside Tap2Pay and a competing merchant gateway, particularly relevant in Poland and other CEE markets Tap2Pay targets.

Emerging players

• BitPay: Crypto payment processor enabling merchants to accept digital currencies with settlement in fiat or BTC. Comparable to Tap2Pay's crypto payment feature and its targeting of online SMB sellers expanding into digital-asset acceptance.
• Coinbase Commerce: Crypto payment gateway enabling merchants to accept Bitcoin, Ethereum, and stablecoins with fiat settlement. Comparable to Tap2Pay's TripleA integration given the overlapping crypto-acceptance use case for digital sellers.
• Razorpay: India-headquartered payment gateway and omnichannel commerce platform for SMBs and online sellers. Comparable in serving SMB merchants across multiple payment methods with a self-serve dashboard, though geographically India-led.

Direct peers

• 2Checkout (Verifone): Online merchant payment gateway supporting global cards, PayPal, and local methods, targeting SaaS and digital-goods merchants. Closely comparable feature set to Tap2Pay for cross-border SMB and digital-product sellers.
• Mollie: European SMB-focused payment gateway offering multi-method checkout across cards, SEPA, iDEAL, and local rails. Strongest direct peer to Tap2Pay given similar SMB, multi-currency, multi-method positioning and European headquarters.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tap2pay.me
• Xx.com/tap2payme

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tap2Pay