Leaders In Payments · 2026-01-27 · 28 min
Forget the hype - small merchants need tools that actually work when a line forms and a card won’t tap. Andrew Helms, CEO USA at SumUp digs into a merchant-first approach that puts transparency, service, and growth at the center of payments. Andrew shares his unconventional path from Middle Eastern studies and consulting in Dubai to entrepreneurship, scaling Home Chef through acquisition, and ultimately leading SumUp ’s U.S. team from Boulder Colorado. That global lens shapes a practical strategy: localize for U.S. realities like tax complexity and tipping, keep pricing honest, and answer the phone when a sale is on the line. We unpack how SumUp ’s integrated ecosystem - payments, POS, invoicing, banking, lending, and loyalty - helps brick-and-mortar stores thrive. The spotlight is on inventory-heavy retail: convenience stores, liquor shops, toy and pet stores juggling large catalogs, aging stock, and tight margins. Andrew explains how POS plus loyalty surfaces what’s expiring, what’s stuck, and which promotions move units, turning shelf data into cash flow.
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