Trek shifts gears with Gr4vy: How Trek unified payments across digital and physical retail

Discover how Trek, a global leader in bicycle design and manufacturing, partnered with Gr4vy to unify its payment infrastructure, simplify Buy-Online-Pickup-In-Store (BOPIS) transactions, and deliver a frictionless checkout experience that connects digital convenience with local retail fulfillment.

About the customer

Trek Bicycle is a global brand known for innovation in cycling and a mission-driven approach to sustainability and mobility. With a presence in over 90 countries, Trek designs and manufactures bicycles, gear, and accessories for every kind of rider. From professional athletes to daily commuters, Trek is committed to removing barriers and making cycling accessible, fun, and transformative for all.

“Partnering with Gr4vy has transformed how we approached payments, enabling us to seamlessly integrate options like BNPL and local shop inventory in a single checkout experience.”

— Steve Novoselac, Vice President of IT and Digital of Trek.

The challenge

As BOPIS became a cornerstone of modern retail, Trek faced mounting pressure to deliver a fast, reliable, and connected shopping experience. Customers expect to check local inventory in real-time, purchase online, and pick up in-store without delays, payment failures, or confusion over product availability. But this hybrid commerce model introduces complexity behind the scenes, particularly when coordinating inventory systems, managing transactions across different merchants of record, and supporting diverse payment preferences across global markets.

Trek’s legacy setup made it difficult to unify payment flows across online and in-store transactions. Managing multiple payment service providers (PSPs), introducing new methods like digital wallets or BNPL, and ensuring region-specific compliance required significant resources and customization. Additionally, Trek needed a solution that could handle payments and inventory synchronization across their broad retail network without adding friction or slowing down innovation.

The stakes were high, not just for customer satisfaction, but for operational efficiency and brand trust. Any disconnect between payment confirmation and in-store inventory risked canceled orders, frustrated customers, and strained relationships with retail partners. Without a unified view of transactions and fulfillment, reconciling payments across regions and merchants became increasingly complex, especially during seasonal peaks and product launches. Trek needed a payment infrastructure that could bridge the gap between digital demand and physical supply, while maintaining the agility to adapt, scale, and innovate in a rapidly evolving retail landscape.

The industry in numbers

• 50% of consumers choose retailers based on in-store pickup availability, making BOPIS a critical competitive advantage.
  (Source: Salesforce, Shopping Index Report)
  
• Abandoned carts due to a lack of payment options account for up to 9% of missed sales in eCommerce.
  (Source: Baymard Institute)
  

Global bicycle market is expected to reach $147.2 billion by 2027, driven by sustainability trends, urban mobility, and online retail growth.

(Source: Fortune Business Insights)

The solution

By integrating Gr4vy’s cloud-native payment orchestration platform, Trek reimagined its online-to-offline experience. Gr4vy provided the infrastructure to route transactions dynamically across PSPs, manage multiple merchants of record under one unified checkout, and simplify the complex backend logic behind BOPIS transactions. Instead of stitching together disconnected systems, Trek gained a centralized layer of control—one that delivers flexibility, speed, and resilience at every step of the payment flow.

Through its partnership with Locally, Gr4vy enabled real-time inventory visibility from Trek’s vast network of independent retailers. Customers browsing Trek’s site can now see what’s in stock nearby, complete their order with their preferred payment method, and seamlessly pick up their purchase in-store. This connection between payments and fulfillment is fully automated: once a transaction is authorized, details are instantly shared with both Trek and the fulfilling retailer, reducing delays, errors, and manual coordination.

Beyond the frontend experience, Gr4vy gave Trek the agility to rapidly expand and localize payment options. With consumer demand rising for digital wallets, BNPL, and regional methods, Gr4vy’s no-code interface allowed Trek’s team to roll out new options in days, not months. Combined with built-in support for 3DS, fraud tools, and tokenization, the platform helped Trek reduce cart abandonment, boost authorization rates, and ensure regulatory compliance across all markets, without taxing internal engineering resources.

Critically, Gr4vy’s single-tenant, PCI Level 1-compliant infrastructure gave Trek the confidence to scale globally without compromising security or performance. Whether launching in a new country or adapting to new data regulations, Trek can spin up dedicated Gr4vy instances in specific regions to meet local compliance standards and optimize transaction speed. With Gr4vy powering the core of its payments architecture, Trek has transformed a once-complex process into a seamless, scalable engine for hybrid retail success.

Gr4vy platform features

• Multi-PSP & smart routing: Ensure redundancy and enhance authorization rates with automatic failover capability, ensuring uninterrupted service during acquirer outages. Create individual workflows to route transactions and optimize approval rates without having to code.
• Integrated fraud prevention providers maximize acceptance rates and minimize fraud exposure, providing a safer, frictionless experience. Optimizes acceptance rates with sophisticated 3DS and Network Tokenization integration.
• Future-proof payment architecture: Instantly add, test, and deploy new payment methods and create dynamic workflows that are directly deployed into your checkout without writing code or having to allocate internal teams.
• Infrastructure as a Service: a dedicated instance that can be deployed and scaled across regions to meet data privacy laws and mitigate the risk of shared servers slowing down your business performance.