On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.
Holly Worst is VP of retail and unified commerce at payment solution company Adyen, which works with companies like American Eagle and McDonald’s.
How would you describe your job to someone who doesn’t work in retail? I help retailers sell things in store and online, and consumers buy the things they want or need as frictionlessly as possible.
One thing we can’t guess about your job from your LinkedIn profile? I have lived and worked in almost every continent, so I have firsthand experience on the different ways to pay around the world!
What’s your favorite project you’ve worked on? Being part of one of the first companies to launch Tap to Pay on iPhone at scale. It was exciting to be part of a team that helped introduce a solution that would transform the way people engage with payments. At the time, Tap to Pay was an innovative concept, and seeing it grow into an integral part of the retail experience has been incredibly rewarding. The technology is still quite new and it has been a privilege to contribute to a project that is now a key part of how businesses and consumers interact with technology.
Which emerging retail trend are you most excited about right now, and why? I love seeing charitable giving at checkout picking up. Over the 2024 Black Friday and Cyber Monday period, we saw a 40% increase in donations at checkout compared to the previous weekend. It’s heartwarming to see so many brands and individuals excited and willing to support causes for good. Additionally, AI is growing in retail, and we’re seeing it in payments as well. We’re seeing AI help increase payment conversion at checkout—without any additional effort from marketing or operations—and both reduce fraud and costs, like with the launch of Adyen Uplift. We’re excited to see what the future of the store will look like with AI optimizing payment and checkout and mobile terminals to increase convenience and customer experience. Personally, I’m excited that more and more retailers are prioritizing payments as part of the overall experience and part of their innovation stack.
Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
What’s your go-to coffee order? Oat milk flat white.
Worst piece of advice you’ve received? I disagree with the advice, “Never let them see you cry.” I believe you should be your authentic self at work, and if one day you need a good cry, then it is okay to show that emotion.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? Shoes! I have always been obsessed with shoes. At 15, my favorites were a pair of customized Nike Air Shox that were red, white, and blue—my school colors—and had my name written on the tongue. Now, my favorite pair of shoes are my black Vagabond heeled boots that go with everything.