In this joint Finance Legends interview, Ciprian Pîrv (Payten Romania) and Dorin Branza Danciu (Auchan Romania) discuss how fintech and retail are closing the gap between infrastructure and experience.
At UNCHAIN, the fortress is just the setting. The real story is the people. In this edition of Finance Legends, two sides of the same transaction meet.
Ciprian Pîrv, Country Managing Director at Payten Romania, has spent years on the infrastructure side of payments, making sure the systems that move money work seamlessly.
Dorin Branza Danciu, Team Lead for POS Systems at Auchan Romania, lives on the other side of the counter, where technology meets real customers, queues, and expectations.
Together, they map the frontier between fintech and retail, between what’s possible and what’s practical. Their perspectives are different, but the challenges and roadmap are the same. Ultimately, both aim to make every checkout invisible, every payment instant, and every failure virtually impossible.
When it comes to payments, retailers are juggling speed, volume, and reliability all at once. What does that pressure look like from your side?
Dorin Branza Danciu → AuchanRomania
For large retailers managing high-volume checkout systems, everything starts with keeping the flow uninterrupted. Orchestration must prioritise a fast and frictionless checkout process: minimising transaction and wait times, ensuring reliability, and adapting to the growing diversity of payment methods. Mobile wallets, contactless cards, and wearable devices all need to work seamlessly.
This doesn’t stop at technology. It’s also about throughput. Investing in efficient POS hardware and well-trained staff keeps lines moving and satisfaction high. The goal is always the same: a quick, reliable, secure payment that customers barely notice.
Ciprian Pîrv → PaytenRomania
From our side, two things keep retailers up at night: lost revenue and operational drag. Fragmented in-store setups (multiple terminals, uneven acceptance) create friction and unnecessary cost. That’s why we builtPOS Sharing, a single-terminal model that consolidates checkout operations across the network.
In Romania, that means one device covering covering close to 90 percent of locally issued cards, integrated with RoPay instant payments, and leaning on hardware maintenance. The result is fewer points of failure, faster queues, and predictable costs. When the checkout works as it should, everything else follows.
How has the consumer demand for digital and contactless payments changed your approach to POS orchestration?
Dorin Branza Danciu → Auchan Romania
Modern payments are continuously evolving, and for this reason, we have to consider several points of view.
The rise in consumer demand for digital and contactless payments has compelled large retailers to redesign their Point of Sale (POS) orchestration to prioritise speed, convenience, and security. Contactless payments allow transactions to be completed within seconds without physical contact, eliminating the need for cash or manual PIN entry. This results in faster checkouts and reduced in-store queues, thus enhancing customer satisfaction and throughput.
At the same time, large retailers now implement POS systems capable of handling a broad range of digital payment options, including mobile wallets (Apple Pay, Google Pay, Samsung Pay), RoPay, contactless cards, and wearable devices. POS orchestration embraces near-field communication (NFC), QR codes, and tokenisation technologies to ensure compatibility and security across platforms. This multi-modal support accommodates diverse consumer preferences and future-proofs payment infrastructure.
Another key point is security and compliance. Heightened consumer and regulatory focus on data protection has shifted POS orchestration toward end-to-end encryption, tokenisation, and real-time fraud detection. Retailers invest in robust cybersecurity frameworks within their POS ecosystems to maintain trust, comply with PCI DSS standards, and mitigate fraud risks inherent in digital payments.
Beyond these technical and operational layers, Auchan’s approach to payments is also about scale and coordination. The digital shift is forcing retailers to think omni-channel by design: connecting in-store and online payments so that customers get a consistent experience across every touchpoint.
It also drives efficiency on the back end. Automation reduces cash-handling costs, eliminates manual errors, and accelerates reconciliation, giving large retailers clearer visibility over daily operations and cash flow.
Orchestration promises flexibility across channels. What benefit matters most: reliability, cost, data, or something else?
Ciprian Pîrv → PaytenRomania
Reliability first, then acceptance uplift. If the terminal is down or the flow is slow, nothing else matters. POS Sharing is built on Payten’s rails that handle 2 billion-plus EFT transactions per year across around 1.7 million terminals in 14 countries, with 24/7 monitoring and real-time dashboards, so uptime and speed are bank-grade. Once reliability is assured, retailers see higher approvals (broad card coverage, installments), cost discipline (one device, shared infrastructure), and better data (standardised reconciliation from a single source).
After reliability comes scale, and with scale comes complexity. If the checkout works flawlessly in one store, the next challenge is making it work the same way across hundreds of locations, apps, and online touchpoints. That’s where orchestration stops being about hardware and starts being about data.
Integration across e-commerce, app, in-store, and loyalty systems is complex. What’s been the biggest orchestration challenge for you recently?
The primary and biggest challenge is ensuring real-time, seamless, and scalable data synchronisation across highly disparate systems while maintaining system compatibility and security.
The integration often involves legacy POS systems, modern e-commerce platforms, mobile apps, and loyalty programs, each with different data formats, APIs, and architectures. This heterogeneity creates barriers in communication and data exchange, making seamless orchestration very complex. Legacy systems with outdated tech or customisations resist easy integration and slow down real-time synchronisation efforts.
Unified commerce also demands real-time updates of inventory, orders, customer profiles, and loyalty points across all channels (online, app, and physical stores) to avoid issues like overselling, inconsistent pricing, or delayed rewards. Failure to synchronise accurately leads to poor customer experience and operational inefficiencies.
Beyond these core technical challenges, the hardest work often happens behind the scenes. As volumes grow, integration must scale without performance bottlenecks while keeping data secure under strict GDPR and PCI-DSS requirements.
The human side adds another layer. Teams need shared ownership, integration know-how, and constant coordination to keep systems aligned. Middleware plays a crucial role here too: diverse APIs, rate limits, and platform updates demand automation, error handling, and continuous monitoring to keep everything stable.
On Payten’s side, the same complexity looks different. Where retailers fight to keep systems aligned, providers must build infrastructure sturdy enough to absorb change, constantly adding new features without breaking what already works.
Payten supports online, in-store, ATM, tokenisation, and mobile. How do you balance innovation with stability?
Ciprian Pîrv → PaytenRomania
We ship features on top of a proven, certified acquiring stack. For POS Sharing, that means: versioned software updates, remote device management, PCI-compliant kernels, canary releases/instant rollback, and SLOs on latency and success rates. Innovation (like RoPay instant at the POS, installments, and tokenisation for repeat customers) is introduced without disrupting live operations.
Innovation at the infrastructure level only matters if customers can feel it. Once the system is stable, the next frontier is experience, and that’s making payments not just reliable, but personal.
What’s one customer-centric capability few merchants offer, but should?
Ciprian Pîrv → PaytenRomania
Portable shopper identity across channels—linking a network/tokenized profile so a customer recognized online gets the same one-tap experience in store (saved payment credentials, account-to-account via RoPay, easy exchanges/returns). POS Sharing makes this practical: one device, one flow, consistent consent and receipts—so loyalty isn’t trapped in a single channel.
If Payten’s view highlights the invisible layer connecting a shopper’s identity across every touchpoint, Auchan’s perspective looks toward the ways identity itself may soon evolve.
As coordination across systems tightens, what emerging trend in in-store payments are you keeping a close eye on?
Dorin Branza Danciu → Auchan Romania
The emerging trend in in-store payments to watch as coordination across systems tightens is the rapid expansion of biometric payments. This includes technologies such as palm scanning and facial recognition, moving beyond the familiar phone tap methods at checkout.
Major companies like JPMorgan Chase and Amazon are already conducting tests indicating a swift adoption curve for these biometric payment methods in retail environments. This trend reflects a push towards more seamless, secure, and convenient payment experiences that integrate tightly with evolving payment infrastructures and customer verification systems.
After exploring the layers of technology and customer experience, the conversation naturally circles back to perspective: what each side of the ecosystem takes away from moments of exchange.
What did you take with you from UNCHAIN 2025?
Dorin Branza Danciu → Auchan Romania
My experience at Unchain 2025 enriched my understanding of the fintech landscape’s dynamic growth, strengthened valuable industry connections, and equipped me to bring back practical innovation strategies.
For Payten, the same event was less about discovery and more about validation. The conversations confirmed that retailers are asking the same questions they’ve been building toward: resilience, simplicity, and usable data.
Ciprian Pîrv → PaytenRomania
Merchants want resilient checkouts, lower total cost, and usable data, and they’re open to mixing card and instant rails to get there. POS Sharing aligns directly: it reduces hardware/OPEX, adds instant payments alongside cards, and normalises data for faster reconciliation. In short, fewer moving parts at the till, more approvals, and clearer insight into what actually converts.
What connects Payten and Auchan is a shared obsession with what happens in the split second between intent and transaction. One builds the rails that make payments work everywhere, while the other turns them into moments that customers barely notice.
Both see the same future coming: payments that are faster, more intelligent, and increasingly invisible. Whether it’s through shared terminals, instant payments, or biometric recognition, the goal remains the same.
In that sense, fintechs and retailers are no longer on opposite sides of the counter. They’re part of the same ecosystem, moving toward a version of commerce where experience and infrastructure finally run at the same speed.
