From Pay to Gain: When Payments Fuel Consumer Electronics at Scale
How Sony’s Bold and Impactful Move to Upgrade Its Payments Infrastructure Led to up to 15x ROI in Mexico’s Market.
September 1st, 2025 –In today’s high-velocity digital commerce landscape, hidden inefficiencies silently drain growth. Outdated stacks, failed transactions, revenue leaks, and rigid systems cost companies billions annually—both in revenue and customer trust. According to Forbes, outages alone cost businesses over $400 billion in lost revenue each year, often damaging brand reputations and causing long-term financial setbacks.
Sony, one of the world’s most recognized technology leaders, and a high-growth e-commerce and digital enterprise, partnered with DEUNA to elevate its payment infrastructure, which drove immediate results, in conversion, payment processing costs, and acceptance rates, resulting in revenue growth and margin improvement.
A growing and unstoppable trend is reshaping the role of payments: what was once considered a back-office function is now emerging as a strategic growth engine. This is a clear example of how a payment infrastructure and an orchestration engine can recover lost sales, enhance the customer experience, and deliver an extraordinary return on investment—turning infrastructure into a competitive advantage.
DEUNA empowered Sony Electronics Latin America with a smart, flexible, and holistic payments technology stack, tailored specifically to their unique business needs.
“Sony sought to further elevate the role of payments—not just as an operational component, but as a strategic lever for e-commerce growth. By modernizing their payments infrastructure with DEUNA, Sony Latin-America DTC Channel starting in Mexico didn’t just focus on payments, they unlocked a new layer of operational efficiency, revenue recovery, and customer experience. This allowed Sony to respond more effectively to customer behavior, market dynamics, and the demands of an increasingly complex global environment,” said José María Serrano, Co-Founder of DEUNA.
The results reframe what payments can do for business:
But the return on investment wasn’t just financial—it also meant an improvement on consumers' experience. Sony Electronics Latin America's new infrastructure didn’t just increase approvals; it elevated the overall customer journey, making every transaction faster, smoother, and more reliable. This had a direct impact on customer loyalty. A better checkout experience means fewer abandoned purchases and more satisfied users returning. According to a study by Salesforce, 88% of customers say the experience a company provides is as important as its products or services—and 66% are likely to switch brands if the experience isn’t seamless.
This case challenges a long-held assumption: that payments are merely a cost of doing business. With the right infrastructure, they become a source of strategic advantage.
