Observer

PayPal recently announced its acquisition of online price comparison tool Honey for $4 billion, making the buy its biggest ever.

In the announcement, the company said it hopes the merger will “transform the shopping experience for PayPal’s consumers while increasing sales and customer engagement for its merchants.” The move signals a further push toward offering a holistic e-commerce experience, which PayPal has begun attempting in recent years with the integration of its PayPal and Venmo checkout tools.

“This acquisition is a testament to the fact that disruptors can come in all sizes and come from anywhere,” said Vidya Peters, chief marketing officer at Marqeta, a B2B card issuing platform that powers companies’ online payments. She went on to explain that digital payments are still “ripe for disruption,” with the barriers to entry lower than ever before.

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