A study titled “Business Preferences and Expectations in Payment Systems: Transformation and Barriers in Multi-POS and Digital Payments,” conducted by Garanti BBVA’s payment and e-money institution Tami in collaboration with Ipsos Turkey, has revealed that businesses in Turkey are open to digital transformation in payment technologies. According to the research, 68% of businesses that have not yet adopted next-generation payment solutions say they are open to considering them, with trust, ease of use, and tangible business benefits emerging as the most important drivers of this transformation.
The research, conducted by Garanti BBVA’s payment and e-money institution Tami in partnership with Ipsos Turkey, points to significant transformation potential in payment technologies among businesses in Turkey. According to the study, which was conducted with 1,207 businesses nationwide, 80% of businesses still work exclusively with bank POS terminals, and 83% do not use any additional solution integrated with payment institutions. Despite this, 68% of businesses that have not yet adopted next-generation payment solutions say they are open to considering them. The findings show that businesses are not closed off to technology; rather, they prefer solutions that inspire trust, are easy to manage, and deliver tangible benefits to their business.
Trust: the precondition for transformation in payment systems
The research shows that payment systems have evolved beyond mere collection tools to take on a strategic role for businesses — spanning customer experience, operational efficiency, cash flow, and growth performance. While businesses prioritize customer expectations when choosing a payment method, reliability stands out as one of the most important decision criteria. A fast, uninterrupted payment experience and strong security infrastructure rank among the top expectations from an ideal payment platform.
According to the research, businesses evaluate not only the payment infrastructure itself, but also the reliability of the institution providing the service. Trust encompasses financial soundness, technical continuity, strong security infrastructure, and having an easily reachable point of contact when needed. The findings show that alongside product features, the reliability of the institution behind a payment technology directly influences business preferences.
The research also points to room for improvement in brand awareness within the payment and e-money institution category. 35% of businesses were unable to name any brand in the payment and e-money institution category — underscoring that, alongside trust, awareness and proper information are equally important for the sector.
A seamless payment experience is now also part of growth
According to the research, businesses view the payment experience not merely as an operational process, but as a strategic factor supporting growth. 72% of businesses said a seamless payment experience increases customer satisfaction, 59% said it contributes positively to sales revenue, and 55% said it strengthens customer loyalty. The findings show that payment processes have become an important area of competitive advantage for businesses.
Commenting on the research, Tami CEO Melda Çetin said:
“Our research shows us that businesses are not distant from technology, but from uncertainty. Businesses are open to next-generation payment solutions; however, for this transformation to take place, they first need to trust the solution, know they will receive uninterrupted service, experience its ease of use, and see the tangible benefit it will bring to their business. In the period ahead, the sector’s most important responsibility will be to turn advanced technologies into solutions that are more understandable, accessible, and trustworthy for businesses.”
Çetin continued:
“As Tami, based on the needs of businesses, we are developing solutions that make payment processes more visible, more manageable, and more efficient. With solutions such as multi-bank POS, CepPOS, payment-by-link, and digital wallets, we aim to simplify businesses’ payment processes while being a reliable partner in their digital transformation journeys. We will continue developing products that accelerate businesses’ transformation in payment technologies, taking action to explain and teach these solutions to businesses, providing the sector with data and insights, and contributing to the stronger growth of businesses.”
The research also shows that payment solutions backed by a strong and reliable financial institution significantly increase the perception of trust among businesses. The findings indicate that in the payment systems space, it is not only the products and services themselves, but also the experience and financial strength of the institutions providing them, that are important factors influencing business preferences. In this respect, Garanti BBVA’s financial experience and trust infrastructure stand out as key elements supporting the payment solutions Tami offers to businesses.
