Credit in Seconds, Not Weeks: How Allianz Is Changing B2B with Özlem Özüner & Francois Burtin

In B2B commerce, payments are often the last thing discussed, and the first thing to break. That’s the message from a compelling conversation between Justin King and two leaders from Allianz Trade: François Burtin and Christoph Bornschein.

While the B2C world has raced ahead with slick, seamless payment experiences, B2B transactions are still stuck in manual processes, paper-based credit approvals, and limited options that fail to meet the expectations of modern buyers.

But Allianz Trade is changing that, and fast.

The B2B Payment Problem No One Wants to Talk About

Despite B2B eCommerce being four to five times larger than B2C globally, most B2B transactions are still handled with outdated payment methods like bank transfers or expensive corporate cards. According to Allianz, a shocking 50–80% of payments in B2B are still manual.

This isn’t just an operational headache. It’s a growth killer.

“Many large merchants launch their online stores and only think about Visa and Mastercard,” said François. “But in B2B, that’s not enough. The purchase amounts are higher, buyers want terms, and many don’t even have a corporate card.”

Why Payments Deserve a Seat at the Strategy Table

For most businesses, payments have historically been an afterthought, something the accounting department handles at the end of the order-to-cash cycle. But Christoph argues this is changing.

“Payments are the most crucial part of concluding an order,” he said. “They need to be seamless. That’s why they’re moving away from traditional banks and into platforms that prioritize user experience.”

This isn’t just a tech issue. It’s a strategic one.

Modern B2B buyers expect flexible payment options. When merchants don’t provide them, conversion suffers—and competitors with better options win.

Trade Credit Is Still King—But Needs a Digital Upgrade

In B2B, paying on terms is the norm. Unlike B2C, where “Buy Now, Pay Later” is a new trend, B2B buyers have always expected credit. But managing credit risk, verifying the legitimacy of buyers (KYB), and chasing payments has historically been a complex, manual, and slow process.

“Allianz is making that digital,” said François. “We do real-time KYB, credit decisions, fraud checks, and even payment collection, all in one flow.”

The result? A buyer can check out instantly with trade credit, while Allianz assumes the credit risk and manages the backend.

Who Allianz Trade Works With

Allianz serves manufacturers, distributors, retailers, and marketplaces, anyone selling to B2B buyers, especially SMEs or long-tail customers. The ideal user?

• Merchants expanding into new segments or geographies
• Companies looking to reduce payment friction
• VPs of eCommerce trying to improve conversion
• Agencies and system integrators advising B2B clients

Allianz is global, with a focus on Europe, the US, UK, and Canada, and they’ve made integration surprisingly simple, offering CMS plugins or lightweight API setups depending on a client’s tech stack.

Why Agencies and Integrators Matter More Than Ever

One of the most powerful takeaways from the conversation? Agencies and consultants need to bring up payments early in the transformation journey.

“We’ve seen massive B2B web stores launch without considering payments,” said François. “They just throw in a card option and assume it’s enough. It’s not.”

Integrators need to treat payments like any other critical path decision, on par with ERP integration, PIM setup, or CMS selection.

Risk? Handled.

What happens if a buyer doesn’t pay?

That’s Allianz’s core value proposition: they cover the risk. If Allianz approves the order, they guarantee payment to the seller. It’s essentially trade credit, insurance, payment processing, and fraud prevention bundled into one.

“This is not factoring, this is full coverage,” Christoph explained. “We even handle collections and dunning. And if needed, we’ll bring in financing partners to support cash flow.”

Why This Matters Now

As more manufacturers and distributors embrace eCommerce and omnichannel sales, they’re opening their doors to a wider range of customers, many of whom they’ve never done business with.

That growth comes with new challenges: how do you offer credit to someone you’ve never met? How do you protect against fraud? How do you get paid?

That’s the gap Allianz Trade is filling.

Final Thoughts

If you’re a manufacturer or distributor scaling B2B eCommerce, payments are no longer just a backend process. They’re a competitive differentiator.

The good news? You don’t have to build the solution yourself. Companies like Allianz Trade are making it possible to offer B2B buyers what they actually want, real-time credit, seamless checkout, and trusted payment terms, without taking on the risk or operational burden.

As Justin King summed it up: “This is more than a payment method. It’s a strategic enabler of growth.”

Contact Özlem & Francois | Allianz

Özlem Özüner

Francois Burtin

Allianz