How CodesDirect took control of their payments with Primer
When CodesDirect launched in 2020, they never imagined handling payments would be such a nightmare. Based in the Netherlands, CodesDirect offers customers an easy way to purchase a wide range of digital products. As a certified reseller with 4 localized storefronts (and more to come), shoppers worldwide can buy gift cards, prepaid credit, games, software and more.
You could be living in Germany, but want to purchase a mobile phone top-up for your aunt in Morocco. Maybe you’re a teenager buying PlayStation credit, a business looking to offer gift card perks, or simply want to make anonymous payments.
With a growing range of products, regions and diverse customer base, the CodesDirect team quickly realized the complexity they’d be facing with online payments. We sat down with CodesDirect Founder, Roy Wijkstra, and Co-Founder, Amrish Gayadien, to hear all about their payment journey and how Primer has impacted their business.
Trapped in payment ecosystems
CodesDirect knew from the get-go they’d need a variety of payment methods to make it easy for anyone to pay online. However, when looking into PSPs on the market, they found that no one was giving them exactly what they needed. Roy explained:
Worse still, the fragmentation and lack of standardization in the payment industry stood out:
When CodesDirect came across Primer, they were impressed with the innovative product that was ramping up so quickly.
Unlocking payments for CodesDirect
Things became instantly simpler with Primer: if CodesDirect needed more flexibility in terms of PSPs, they could switch to another that suited them better. They were no longer tied to services they didn’t want. Roy elaborated:
This means that if the team needed certain APMs one PSP doesn’t offer, they could source them from another PSP, within the same code base. Amrish and Roy repeated their need for flexibility and complete control over payments:
Falling in love with Universal Checkout
With their new freedom to choose and the ambition to enter new markets, CodesDirect started using Universal Checkout to create the best buyer journey, knowing each region needs its own.
The team described their attempts to create the perfect checkout, constantly fiddling with different buttons, when they were displayed and how everything should look. Amrish chuckled as he told us about it:
It ’s so easy, that anyone on the CodesDirect team can handle all things payments completely independently, which is exactly what they do.
Handling fraud swiftly with a custom-made blocklist
Part of being fully in control over payments includes fraud management. CodesDirect leveraged Primer’s processor-agnostic, in-context 3D Secure function and comprehensive metadata to thwart attacks. By quickly detecting fraudulent transactions, the team created an automated blocklist based on collected data, like BINs, regions and historical client information, to prevent repeat fraudulent attempts. Amrish was amazed:
Primer as an extension of the team
Amrish and Roy spoke of Primer’s unique ability to rapidly optimize the product, based on in-depth, high-level performance data and merchant feedback:
Roy mentioned that the way Primer works, this valuable payment knowledge becomes socialized and shared for everyone’s benefit: from the merchants, to Primer, to the end customer.
The team enjoyed working closely together towards a shared goal:
In the next few months, Primer will help CodesDirect access and adapt to the French market with local payment methods, as well as adding crypto payments to their stack.
When asked about their vision and next steps for the company, Roy and Amrish spoke of exciting plans that will bring them to the next level, including working on their platform’s backend, plus a full brand redesign. Roy says the team can now properly focus on their company’s growth and evolution: