European Payments Group Nexi Teams Up With ReFiBuy To Enhance Merchant Visibility In AI-Driven Commerce

European payments group Nexi and Agentic Commerce Optimization specialist ReFiBuy have joined forces to help merchants stay visible as shoppers lean more heavily on AI assistants.

Announced on 17 September 2026 from Milan and Raleigh, the collaboration aims to keep product catalogues ready for evaluation, comparison and recommendation by the software agents now sitting between brands and buyers.

Nexi, a listed PayTech serving millions of merchants in more than 25 countries, has been building interoperable rails for agent-initiated payments with partners including Google Cloud.

ReFiBuy supplies the missing discovery layer.

Its Commerce Intelligence Engine reviews how AI shopping systems interpret catalogue data, flags gaps, generates richer attributes, and pushes approved updates so products remain eligible for consideration.

Together the firms argue that payments infrastructure alone is no longer enough if agents never surface a merchant’s goods in the first place.

Consumer behavior is already shifting.

A forthcoming Nexi survey of roughly 28,000 people across 11 countries found that more than half used AI in the previous month to search for, shortlist or purchase products and services online.

That finding, the companies say, shows agentic commerce is not a distant concept.

It is changing which items get noticed before a shopper ever reaches a traditional product page.

In this environment, incomplete titles, missing attributes or poorly structured data can quietly exclude a SKU from an agent’s shortlist.

Optimizing the catalogue itself therefore becomes as important as optimising a website or paid campaign.

Roberto Catanzaro, Nexi’s Chief Business Officer for Merchant Solutions, framed the deal as part of a broader effort to prepare retailers for agent-driven checkout while giving them a practical way to improve visibility now.

Even at this early stage, he noted, European consumers are already asking agents to compare options and offer recommendations.

Partnering with ReFiBuy, he said, should help Nexi’s customers raise product visibility and remain competitive as that behaviour spreads.

Scot Wingo, ReFiBuy’s CEO and co-founder, warned that merchants whose catalogues are not tuned for these systems risk falling out of consideration entirely.

Linking ReFiBuy’s optimisation tools to Nexi’s large European merchant base, he added, brings that capability to scale as the shift accelerates.

Nexi is already running merchant pilots that let consumers identify items, add them to a basket and pay through domestic or international methods via agents.

The ReFiBuy agreement starts more modestly: education, market guidance and direct work with participating merchants so they can compete for attention today while hardening catalogues for later waves of agentic shopping.

The companies present the move as complementary rather than overlapping. Nexi focuses on trusted, scalable payment flows; ReFiBuy focuses on the product data those flows depend on if an agent is to recommend a merchant at all.

For European retailers, the implication is straightforward.

Discovery is moving upstream of search results and product detail pages.

Merchants that treat catalogues as living infrastructure—continuously evaluated, enriched and distributed to the systems agents consult—will be better placed to appear in recommendations.

Those that leave product data static may find themselves invisible even when their payments stack is ready. The Nexi–ReFiBuy partnership is an early attempt to close that gap across a large, multi-country merchant network.