Primer partners with BUT

Wednesday 12th March | London, UK: Primer, the unified infrastructure for global payments, has teamed up with BUT, the French retail giant, to strengthen its online payment stack, optimize performance, and reduce complexity—all while delivering an enhanced customer experience.

As part of this partnership, Primer has expanded its capabilities to support BUT’s online marketplace. This enables the retailer to manage all payments through a single, unified infrastructure. 

Strengthening BUT’s payment stack

To meet the demands of its expanding ecommerce business, BUT needed to build resilience into its payments to mitigate against the risk of any single payment processor having downtime. With Primer, BUT can add additional payment service providers (PSP) to its payment stack with minimal engineering effort.

In addition to this, BUT will be adding new payment methods to its checkout. With Primer, these can be added to the checkout with no additional development effort and help BUT enhance the customer experience, drive higher conversion rates, and meet the diverse needs of its shoppers.

Optimizing performance

As part of its payment transformation project, BUT will leverage Primer’s suite of optimization tools to enhance its payment performance. One of the major enhancements includes 3DS optimization, notably offering better support for Cartes Bancaires transactions and improving authorization rates in the French market.

BUT will also leverage Primer Fallbacks to recover potentially lost transactions by automatically retrying failed payments through alternative PSPs. This solution is invaluable in recovering lost revenue, making it a crucial component for ensuring higher success rates in payments.

Additionally, fraud protection has been integrated through Forter, providing an added layer of security and helping BUT minimize chargebacks and fraudulent activity. With Primer Workflows, BUT can trigger these fraud checks directly, dynamically routing transactions based on risk signals without additional engineering effort.

Marketplace payments made simple

BUT’s marketplace plays a major role in its business and is a strategic asset that continues to grow. 

However, running a marketplace creates unique challenges when managing payments. A single customer purchase could involve multiple financial flows, one for products sold directly by BUT and others for items purchased from marketplace vendors. 

To address this, Primer and BUT have worked together to build automated payment workflows across multiple vendors. So when a customer buys a sofa and a lamp from different suppliers, Primer splits the payment automatically (BUT receives funds for the sofa immediately, while the marketplace vendor is notified to process the payment for the lamp once it’s ready to ship).

Streamlining refunds

Refund management is another key area of improvement. When customers return products or request partial refunds, issues often arise with linking refunds to the correct capture ID - especially with multi-vendor purchases. Now, with Primer’s enhanced API, refunds can be directly tied to the appropriate capture ID, ensuring accuracy and improving customer satisfaction.

Effortless reconciliation

Primer’s payment infrastructure doesn’t just allow BUT to optimize its payments and refunds; it also makes financial reporting a breeze. Each capture ID can be tied back to the specific product or vendor, simplifying reconciliation at the end of each month. BUT can easily track payments for both its own products and those sold by marketplace vendors, reducing manual work. This transparency allows BUT to maintain accurate records with minimal effort, allowing the team time to focus on growth.

Gabriel Le Roux, Founder of Primer said: “BUT wasn’t looking for just another payment solution–it needed an infrastructure that could not only evolve with, but help support, its growing business. By streamlining payments and offering flexibility, we’re helping them scale quickly by making a complex payments process quicker and more transparent. We’re excited to be part of BUT’s journey.”

Lucas Quinio, Head of Payments at BUT: “Partnering with Primer has completely changed how we handle payments. From offering more payment options to improving fraud protection and automating complex tasks, Primer has helped us streamline a lot of our processes and ultimately improve the customer experience. This partnership isn’t just about keeping up - it’s about pushing forward, making it easier for us to scale and grow. We can’t wait to see where this takes us.”

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About Primer

Primer is the unified infrastructure for global payments and commerce. With unrivaled freedom and visibility across the payments and commerce ecosystem, Primer equips merchants with the tools to effortlessly optimize performance, build at pace, and capture untapped revenue to achieve unstoppable growth. 

Operating in over 35 countries, Primer serves category leaders in retail & ecommerce, travel & mobility, ticketing, and fintech. It has raised over US$94M, backed by the likes of Tencent, Iconiq, Accel, Balderton, and RTP Global.

For more information, please visit https://primer.io/.

About BUT
BUT is a French brand of stores specializing in home equipment. Established initially in Le Havre, the brand has grown rapidly to cover the whole country. BUT today has the largest network of points of sale in France with nearly 310 stores. BUT stores offer an average of 35,000 m², with a wide range of products spanning six markets: furniture, decoration, fitted kitchens, household appliances, multimedia and bedding.

To learn more visit but.fr.