Viva.com & BlueStar EMEA Partner to Power Commerce in Europe

Viva.com, the first Tech Bank in Europe for businesses, and BlueStar, a global leader in value-added technology distribution, announced a strategic partnership designed to reshape the delivery of integrated commerce solutions across Europe. By aligning Viva.com’s unified payments and embedded finance platform with BlueStar’s leading range of hardware and value-added distribution capabilities, the two companies aim to deliver a seamless, scalable solution for independent software vendors, system integrators, and merchants seeking a frictionless, single source for commerce enablement across borders.

The partnership creates a long-term collaboration that unites BlueStar’s certified hardware and value‑added services with Viva.com’s embedded payments and financial solutions. Together, the companies deliver a fully integrated commerce stack -from device deployment to software integration, payment acceptance, and banking services.

By combining BlueStar EMEA’s pre‑sales expertise, configuration, staging, logistics, and local lifecycle support with Viva.com’s acquiring, issuing, fiscalisation, and lending capabilities, the partnership empowers merchants and ISVs across Europe to accelerate time‑to‑market and simplify implementation. Value‑added resellers and managed service providers gain a powerful, end‑to‑end solution designed to unlock new opportunities and meet the evolving needs of modern commerce.

“Viva.com and BlueStar are responding to the growing demand for unified platforms by offering an innovative, distribution-ready model that empowers merchants - directly or through qualified reseller partners - to boost sales and streamline operations through the seamless integration of software, hardware, and financial services,” said Michele Petrelli, Head of Strategic ISV & Hardware Partners at Viva.com. “Our payment and embedded finance platform enhance the value of BlueStar’s extensive hardware portfolio, creating a one-stop commerce solution that empowers software partners and resellers to serve their customers faster, and more efficiently.”

Maurice van Rijn, VP of Business Development at BlueStar EMEA, commented: “Our goal is to strengthen our position in a rapidly evolving payments market by delivering fully integrated, value‑added solutions. Partnering with Viva.com marks a major step in this direction, consolidating hardware, software, and financial services into a single, seamless offering for our partners and their merchant.”

Viva.com’s software-first architecture, integrated with hundreds of software vendors across Europe, supports every checkout journey - from attended and mobile point-of-sale to self-service environments - ensures local compliance, and pairs with banking and financing tools to deliver a scalable platform. Combined with BlueStar’s expertise in certified device distribution, staging, and lifecycle support, the result is a complete commerce solution that removes complexity for the channel, delivers fully integrated independent software solutions to merchants, and unlocks new checkout experiences and growth opportunities across verticals.

The partnership will be showcased live at EuroShop 2026 trade fair in Dusseldorf (February 22-26, 2026), where the two companies will demonstrate real-world implementations of their integrated offering across multiple merchant verticals and hardware environments. Visitors to the event will be able to experience firsthand how Viva.com and BlueStar are transforming commerce delivery for the European market.