Flexibility meets function: lululemon’s payments strategy for global success

Whether launching in Singapore or Australia, lululemon required a partner with a deep understanding of local payment preferences, shopper behaviour, and regulatory landscapes. In order to maintain brand integrity and visibility, customer experience had to be uniform across all global markets. 

But it wasn’t just about meeting the expectations of a global customer base. Operational efficiency mattered too, especially at scale. Reliance on multiple payment providers could hinder technical ability, increase overheads, and reduce the ability to be agile. 

That need underscored lululemon’s search for a payments partner who could match its vision for seamless global expansion. 

“Unified commerce is being able to meet guests where they are and where they want to shop. Whether you're starting your journey online and finishing it in stores or vice versa, we want it to be a seamless and consistent experience.”

Carl Baker

VP Global Omni Programs, lululemon

Holly Worst, VP of Retail at Adyen, adds “As retail brands like lululemon grow globally, we consistently see the same challenge surface: how to deliver a consistent, premium customer experience while navigating the complexities of local markets.”

US$1 billion is equivalent to AU$1.5 billion.

When lululemon began its relationship with Adyen in 2017 its growth plans were still in their initial stages. Adyen’s unified global platform provided the flexibility and support needed to scale alongside the brand. 

A key part of lululemon’s international payment strategy is the ability to launch and be an expert in local payments from the outset. "From a growth perspective we needed to have the flexibility to launch in new markets quickly and with those local payment methods,” CW Choi notes.  

Adyen's account management team played a critical role in setting up lululemon for success from day one, providing guidance on local market nuances such as budgeting timelines, preferred local payment methods, and shopper preferences. 

“We have a partner who is on the cutting edge of payments. In a lot of ways, Adyen isn’t just meeting us where we are, they’re bringing industry expertise that helps us stay one step ahead,” says Zoé Denom.

The emphasis on local expertise and proactive support is consistently highlighted as a key benefit of the Adyen partnership. Adyen’s account managers take time to deeply understand each customer’s strategy, seasonality, and priorities. That level of insight allows retailers like lululemon to move quickly, whether it’s launching in new markets or introducing the latest payment technologies, they’re able to implement quickly and deploy the right solutions when it matters most.

"It’s been one of the strongest attributes to the relationship we have with Adyen. The ability to go in with someone who's already a payment expert in the market."

Zoé Denom

Adyen's unified platform has been instrumental in delivering consistent experiences, both for lululemon's customers and its operational teams. By creating a single integration point for key markets, lululemon has been able to streamline payment processes and create reliable, consistent checkout experiences across borders.  

Beyond the customer benefits, Adyen's platform has driven operational efficiencies for the brand, particularly in key EMEA and APAC markets. "From an operational perspective," Zoé Denom notes, "it really streamlines our ability to enable and maintain these different payment methods by maintaining a single gateway integration and is a huge cost saver for us from a financial and technical perspective." 

Reducing payment complexity has ensured valuable resources are freed up, allowing teams to focus more on core strategic initiatives. 

Adyen's rollout of modern ‘line-busting’ payment solutions including Tap to Pay on iPhone and mobile point-of-sale (mPOS) terminals are designed to reduce in-store wait times and empower staff to finalize purchases anywhere in the store. For lululemon, Tap to Pay on iPhone is now live in Australia, United Kingdom, France, Germany, and New Zealand, contributing to a more efficient and positive final touchpoint in these physical stores.

Beyond the customer experience, these solutions also offer operational advantages. "The flexibility has been huge," explains Zoé Denom. "The cost savings has immediate impact and also allows us to rethink future store designs.”

“Adyen is able to provide the flexibility to rapidly support merchants like lululemon and the expansion into new global markets, while also offering the tools to optimise the customer journey at every touchpoint. From enabling preferred local payment methods to powering advanced in-store solutions, Adyen can help retailers create a truly unified and high-converting experience,” explains Holly Worst.

As lululemon continues to enhance its global reach, Adyen remains a key partner for future success. 

In the short term, Adyen’s implementation of in-person payments (IPP) in key markets such Mexico and Malaysia presents an exciting next chapter for both businesses. 

Looking forward, lululemon is working to integrate more of Adyen’s payment data into the buying journey, giving them insight into their customers and ensuring shoppers are getting exactly what they need from the brand. 

But mostly, payments will continue to be integral to lululemon’s global success.

“We see payments as a central piece of our commerce strategy. Our relationship with Adyen has allowed us to take a holistic view, architecting a global payment infrastructure that not only drives operational and cost efficiency but also unlocks new opportunities to enhance the customer journey."

CW Choi

Director of Payments, lululemon