SharkNinja fuels global expansion with unified payments

Before partnering with Adyen, operating across global markets meant managing a patchwork of localized payment setups. Entering a new market often meant rebuilding parts of the payments stack to accommodate local requirements and payment methods.

Beyond technical overhead, this fragmentation also caused significant friction:

• Lost momentum: Launching in new regions required managing multiple vendor contracts, regional risk setups, and disconnected tech stacks.

• Siloed data: Fragmented authorization data limited visibility and prevented the use of centralized tools like intelligent payment routing, leaving revenue on the table.

• Operational complexity: Managing multiple regional payment processors created high technical debt and heavy operational strain for internal teams.

The company needed a payments partner that could deliver the regional expertise and meet local consumer expectations. What began as a migration from legacy systems to the Salesforce ecosystem created an opportunity to rethink payments infrastructure, too. 

"When you use a patchwork of regional vendors, entering a new market feels like building a brand new tech stack from scratch just to support one single local payment method," notes Priyanka Agrawal, Global Retail Lead at Adyen. "A single platform turns that chaos into one clean view."

To support its global ambition, SharkNinja migrated away from legacy systems to the Salesforce ecosystem, integrating Adyen as its core payment provider.

The joint teams adopted a phased rollout strategy, migrating select sites prior to the broader Salesforce go-live to mitigate risk and guarantee business continuity. Thanks to Adyen’s native integration with Salesforce Commerce Cloud, the migration eliminated the need for custom middleware.

In terms of a rollout and implementation sequence, it was flawless. One day we were on the old payment gateway, the next day we were on Adyen, and we had zero downtime.

Michael Cicchetti

CTO at SharkNinja

By consolidating onto one platform, SharkNinja reduced internal technical debt while unlocking seamless localized payment methods for upcoming market launches, including Hungary, the Czech Republic, Portugal, and Austria.

For SharkNinja, innovation means experimenting early and showing up wherever consumers choose to engage. That mindset is already shaping its approach to agentic commerce.

SharkNinja is working to launch support for new agentic commerce protocols with the goal of letting consumers start checkout directly within AI shopping experiences, while transactions are still processed securely through SharkNinja’s core commerce engine.

Cicchetti noted that while only a small share of consumers can access these buying experiences today, broader availability is expected to follow.

Moving checkout beyond a retailer’s owned channels introduces a new set of complexities. According to Agrawal, retailers need to ensure AI agents are working with real-time information on everything from inventory and taxes to delivery options. They also need to distinguish trusted agents from malicious bots and manage new risks. For example when an AI experience presents inaccurate information, such as an invalid promotion, outside the safeguards of a retailer’s own checkout.

Adyen acts as an intelligent bridge between these emerging AI experiences and SharkNinja’s commerce infrastructure. By using real-time API routing and tokenized risk infrastructure Adyen Agentic helps authorized agents transact securely.

As new AI-powered shopping experiences emerge, retailers need the flexibility to meet consumers wherever they choose to shop without compromising trust or control. For SharkNinja, a unified payments foundation provides the agility to experiment with new channels as consumer behavior evolves. Meanwhile Adyen’s real-time data, tokenization, and risk capabilities help address the new complexities those channels introduce. The result is an infrastructure designed for how consumers shop today, and built  to adapt quickly to whatever comes next.

With a unified payments foundation in place alongside Salesforce Commerce Cloud, SharkNinja has the flexibility to test without rebuilding its infrastructure every time commerce evolves. Whether that means entering a new market, supporting a new payment method, or experimenting with an entirely new way to shop, the goal remains the same: move quickly enough to meet consumers wherever they shop next.

Looking ahead, SharkNinja is exploring how insights across payments, returns, fraud, and purchase history can come together to build richer customer personas. By connecting those insights across DTC channels and third-party marketplaces, SharkNinja sees an opportunity to rethink loyalty and deliver more relevant experiences and incentives to their customers.

It’s also why SharkNinja looks for technology partners that can evolve alongside the business.

“Our selection process comes down to working with partners who have progressive roadmaps, want to pilot new things, and play well with others,” says Cicchetti. “That approach always ends up benefiting the customer.”

This is only the beginning of a broader digital transformation. With a foundation built to evolve alongside the business, SharkNinja is ready to keep pace with change, experiment boldly, and help shape the future of commerce.