• by Laurie Sullivan  @lauriesullivan, February 25, 2025

PayPal is bringing its enterprise services together under PayPal Open, consolidating brands such as Braintree and Hyperwallet to create a business payment ecosystem, and on Tuesday announced an extended partnership with Verifone to strengthen its position in global ecommerce. 

Venmo remains a stand-alone brand in the U.S. because of its strong consumer recognition, as the company continues its quest to build a global network rooted in trust and innovation for consumers and merchants. The plan is to take on the title of “commerce enabler” with its new platform and extended partnership.

PayPal’s net revenue rose 4% year-over-year in Q4 2024, per its earnings release -- down from 9% last year, according to Emarketer.

PayPal said it will continue to run advertising and marketing campaigns to familiarize consumers and businesses. After all, branded checkouts account for 30% of PayPal’s total payment volume.

Becoming the global ecommerce powerhouse will not be easy, as the company is up against Apple Pay, Google Pay, Shopify and many others. 

A rebrand will take place that reflects the entire scope of PayPal’s capabilities. Consumers and businesses have many options when it comes to buying goods and services digitally and in person.

The range of available options to process payments convinced PayPal to expand on its PayPal Everywhere ad campaign for digital and in-person experiences to create a more positive perception of the company as a reliable and secure payment platform. 

PayPal Open includes the company’s entire suite of business solutions, from those that power commerce and get paid to financial tools to help businesses grow, as well as fraud, risk products, PayPal Ads and others.

The strategy has two elements. Branding and marketing begins in April, when PayPal will retire legacy brands from acquisitions and integrate them into one brand -- making it clear and easier for merchants to identify and use products.  

While the solutions are individually available today, the company has begun the technical process of integrating them. Merchants will have one entry point into the platform to access the full system of PayPal solutions that’s expected to become available by late 2025 to early 2026.