Adyen partners with CeX Malaysia on unified payments

Adyen has partnered with CeX Malaysia to handle the retailer's online and in-store payments. CeX Malaysia has deployed the system across its eCommerce site and 11 stores nationwide.

The deal covers a business that combines corporate outlets and franchises, a structure that had left franchise owners managing separate contracts with different local financial institutions. That created inconsistent reporting across payment providers and added manual reconciliation work.

CeX Malaysia wanted a single payments partner as it expands across channels and store formats. The retailer began rolling out Adyen's system in July 2025 for both eCommerce transactions and in-person payments.

Its Malaysian business differs from a standard retail model because CeX buys, sells and trades goods with customers. That means payment systems must support transactions flowing in both directions, including trade-ins and purchases from consumers as well as sales to them.

Adyen integrated with CeX Malaysia's bespoke point-of-sale software, allowing reporting and payment management to sit on a single platform. The move gives the retailer a single view of transactions and lets it manage payment terminals across locations from one place.

Transactions are now reconciled and settled in a standardised format across payment methods, including DuitNow, GrabPay, Mastercard, Visa and JCB. For franchise operations, this could reduce the manual effort required to consolidate records from multiple providers.

Franchise complexity

CeX has built a sizeable global footprint, with more than 645 stores worldwide focused on second-hand technology and entertainment products. Founded in London, the retailer specialises in buying, selling and exchanging used phones, computers, games and other gadgets in stores and online.

Malaysia's mix of corporate and franchised stores appears to have made payment administration more complex than in markets where a single operating model dominates. Separate relationships with banks and payment vendors can fragment data, making it harder for the parent business to get a consolidated view of store activity.

Retailers with omnichannel operations have increasingly sought to unify in-store and online payments, partly to simplify back-office processes and partly to improve oversight across channels. In franchise networks, those benefits can be harder to achieve because systems and supplier arrangements may vary from one outlet to another.

For CeX Malaysia, the move also reflects the operational demands of a second-hand electronics business, where transactions do not always follow the straightforward pattern of a customer paying for a new product. Trade-ins, exchanges and direct purchases from customers can all add complexity to settlement and reporting.

"As CeX Malaysia continues to grow, it is important for us to work with partners that can support our operational needs across channels and stores," said Dan Brannigan, Head of Operations at CeX Malaysia.

"Working with Adyen as a single payment partner helps simplify reporting processes, reduce manual operational work, and provide greater visibility across transactions," Brannigan said.

Payments market

Adyen has been building its presence among retailers seeking to bring online and offline payments together on a single system. In Malaysia, where consumers use a mix of cards, bank-linked payment methods, and digital wallets, merchants often need to support multiple payment options while maintaining consistent reporting across sales channels.

That creates an opening for payment providers to connect local payment methods to store terminals and eCommerce checkouts under a single reporting structure. For merchants, the appeal often lies less in consumer-facing changes than in reducing reconciliation errors and improving oversight.

Soon Yean Lee, Country Manager, Malaysia, at Adyen, said retailers are dealing with increasingly varied operating models that place more pressure on payments infrastructure.

"Retailers today require payment solutions that can adapt to increasingly unique and complex operating models," said Soon Yean Lee, Country Manager, Malaysia, at Adyen.

"We are pleased to support CeX Malaysia with a flexible solution that integrates seamlessly with its bespoke tools while supporting a more unified view of transactions across channels and stores," Lee said.