Greece-based Viva.com and BlueStar, an American technology distributor with a presence in Europe, have formed a strategic alliance to provide comprehensive commerce solutions for merchants, independent software vendors (ISVs), and system integrators throughout the continent.

By combining Viva.com’s unified payments and Embedded Finance platform with BlueStar’s hardware distribution and value-added services, both companies aim to deliver an integrated commerce stack that includes device deployment, software integration, payment processing, and banking services. This partnership is designed to serve as a comprehensive solution for value-added resellers, managed service providers, and ISVs operating in various European markets.

Details of the integrated offering

On the distribution side, BlueStar’s EMEA division offers pre-sales expertise, device configuration, staging, logistics, and lifecycle support for certified hardware. Viva.com complements this with its payment acquiring, card issuing, fiscalization, and lending capabilities. Currently, Viva.com operates across 24 European countries and integrates with local payment schemes and alternative payment methods.

Viva.com’s platform supports multiple checkout environments such as attended point-of-sale systems, mobile POS, and self-service setups. It is integrated with numerous software vendors throughout Europe, enhancing the software-first architecture. The addition of BlueStar’s device distribution and lifecycle management aims to simplify implementation for channel partners and accelerate time-to-market for merchants.

For value-added resellers and managed service providers, this partnership offers a single-source model that consolidates hardware procurement, software integration, payment processing, and financial services into one commercial relationship. This bundled offering helps channel partners serve their merchant customers more efficiently and reduces the operational overhead typically associated with cross-border commerce enablement.

The collaboration underscores a broader industry trend toward unified commerce platforms that integrate hardware, software, and financial services under one proposition. For the European market, where regulatory requirements and payment infrastructure differ from country to country, this single distribution channel offers locally compliant and scalable solutions for resellers and merchants alike.