Nayax deepens European expansion with Inepro Pay acquisition

By Gloria Methri

Nayax Ltd, a global commerce enablement and payments platform, has acquired Inepro Pay, a subsidiary of Inepro and a Nayax distributor in the Benelux region.

The acquisition will expand Nayax’s reach in the Benelux region by consolidating a trusted partnership in-house, improving efficiency, and bringing Nayax closer to its customers in the area. Nayax will leverage Inepro Pay’s deep local expertise and skilled sales team to expand direct outreach, increase revenue, and deliver faster and better customer support. Additionally, consolidating Inepro Pay under Nayax’s direct ownership will eliminate duplicate processes and reinforce a seamless merchant journey.

Europe is a core market for the company, accounting for around 36% of global revenues in 2024. This strategic acquisition will accelerate growth with a new regional hub and catalyse further global expansion. Inepro Pay will become a full-service Nayax office in the Netherlands, joining our European offices in the United Kingdom and Germany.

“Our goal at Nayax has always been to simplify commerce and deepen customer loyalty for merchants worldwide,” said Yair Nechmad, CEO and Chairman of Nayax. “Inepro Pay has cultivated an unparalleled understanding of our products and customers as our distributor since 2015 in the Benelux region, and we are confident that integrating their team and back-end operations will produce remarkable outcomes for businesses across Europe.”

“Our customers frequently tell us Nayax is the engine behind their success, unifying payments, operations, and loyalty into a powerful yet flexible retail solution which spares them the hassle of managing multiple vendors,” said Jeroen Pynenburg, CEO of Inepro Group. “It has been a privilege to build up our Benelux representation in the last 10 years, and it is a natural moment for the team joining us now. This will give the enhanced resources, sales tools, and operational backbone necessary to connect more merchants with a single, unified commerce platform.”