Adyen launches Giving with CHARLES & KEITH in Singapore

Adyen has launched its Giving donation feature with fashion retailer CHARLES & KEITH in Singapore, allowing shoppers to round up purchases to support Community Chest.

Customers at CHARLES & KEITH stores can add a small donation at checkout by rounding their total to the nearest dollar. Backed by the CHARLES & KEITH Group Foundation, the initiative directs funds to charitable causes under Community Chest, the philanthropic arm of Singapore's National Council of Social Service.

The rollout began this year and is expected to reach all of the retailer's Singapore stores by the end of August. Adyen will match all donations made through Giving in 2026, with the additional funding coming from its 1% Fund.

The launch adds Community Chest to Adyen's network of more than 200 charities on the Giving platform globally. It is also Community Chest's first partnership with a financial technology provider for this type of checkout donation programme.

Checkout giving is becoming a larger part of retailers' efforts to connect everyday consumer spending with charitable donations. The model typically uses simple prompts at the point of sale, allowing merchants to collect small amounts across a large number of transactions.

For merchants, the appeal is the ability to add donations without running a separate fundraising operation. Adyen's system keeps customer donations separate from the merchant's own funds and removes fees, so the full donated amount goes to supported causes.

This structure is meant to address a common obstacle for retailers that want to offer charitable giving without taking on fragmented tools, integrations and administration. By embedding the donation option into payments, Adyen aims to make the process easier for both merchants and customers.

CHARLES & KEITH, founded in Singapore and now expanded internationally, is using the initiative as part of its local community work through its corporate foundation. The retailer's involvement also brings a consumer-facing brand to Adyen's efforts to expand Giving in Asia.

Charles Wong set out the company's position on the partnership.

“Driving positive social impact is a key commitment of CHARLES & KEITH Group Foundation,” said Charles Wong, Chief Executive Officer, CHARLES & KEITH Group. “Through this partnership with Community Chest and Adyen Giving, we can amplify giving together with our customers. Every small act of generosity goes to uplifting and strengthening our local communities.”

Community Chest said the partnership reflects a broader effort to make charitable support part of daily life. The organisation works with social service agencies in Singapore and channels donations to programmes for different groups in need.

“As increasing segments of our population become aware and aspire towards building a society where less advantaged communities receive the help they need, businesses too can play their part in enabling these aspirations,” said Jack Lim, Managing Director, Community Chest. “Adyen's single platform helps businesses incorporate seamless customer giving into their customer experience, creating a powerful intersection where purpose meets commerce. These acts of everyday kindness accumulate over time, unifying businesses and consumers in their journey of purpose by making giving part of everyday living.”

For Adyen, the CHARLES & KEITH deployment is part of a broader push to build payment-linked donations into merchant checkout flows. Matching all Giving donations in 2026 is intended to encourage adoption among both retailers and shoppers.

Singapore is an important market for that strategy because of its concentration of international brands, established digital payments infrastructure and active charity sector. A partnership with a local retailer and a national fundraising body gives Adyen a way to test whether checkout donation prompts can gain wider traction.

Ben Wong said the launch also marks Adyen's entry point for Giving in Singapore.

“We're pleased to launch Adyen Giving in Singapore and heartened that payments technology is turning everyday transactions into real impact,” said Wong. “We look forward to more of our customers joining us on this journey to drive collective change.”