How bill_line creates a payment orchestration system for the best experience

Payments never sit still. Each round of digital change reshapes not only the way businesses collect money but also what customers expect when they hit the checkout button. For years, the standard set-up was a single payment gateway from a single provider. Simple enough – until the cracks appeared. Transactions failed, new security checks slowed things down, and international expansion turned into a headache.

That’s when the idea of transactional “orchestration” began to make sense. Instead of one rigid channel, companies started asking for a system that could juggle multiple providers, switch routes on the fly, and, ideally, keep customers happy without them ever noticing the complexity behind the screen. And fintech answered – with what we acknowledge as payment orchestration. The path from single-provider gateways to orchestration has become the default route for firms expanding abroad, and bill_line’s own journey mirrors that change.

The working principle

Payment orchestration is more than just connecting multiple payment gateways. At its core, it’s an infrastructure layer that enables a business to route, optimize, and manage all its payment flows through a single system. Instead of depending on one PSP, companies can work with several acquirers and methods simultaneously.

In practice, the payment orchestration layer pulls together gateways, acquirers, fraud checks and alternative payment methods for a straightforward purpose: to make the whole process work better. When someone pays online, the system weighs up the currency, location, payment type and even past behaviour, then decides the smartest route. Often that means sending the transaction to a local acquirer instead of an international one – usually a move that brings higher approval rates and lower fees.

Merchants aren’t left out of the process either. They can set their own rules, putting cost efficiency first in one market, or maximising approval rates in another. In that sense, orchestration is both automation and customisation – a way to build a payments flow that reflects the needs of each business rather than forcing everyone into the same mould.

This means fewer failed payments and lower costs. For shoppers, it’s invisible: a smoother checkout, whether they’re using a bank card, Apple Pay, or some local wallet. And in an industry where even a tiny increase in approval rates can translate into thousands of extra customers, that detail matters.

How payment orchestration has become the in-thing

Industry data puts the pressure in perspective. 2022 research predictedglobal e-commerce is expected to push past $8,5 trillion by 2026, with more than a fifth of those sales already cross-border. Now, most of 2025 is over, and this research may be true. Yet card failures remain stubbornly common. Researchfrom Checkout.com found that more than a third of cardholders would walk away from a merchant after a declined payment. That means all these failed payments could have been approved if routed differently. Subscription platforms such as Netflix or Adobe know this too well: recurring failures quickly turn into lost users.

bill_line, a company born during Ukraine’s fintech boom and now working in more than 50 countries, pitches itself as one of those multitask tools – a swiss-knife, as their strategy says. Maksym Boronenko, bill_line Chief Commercial Officer, puts it bluntly: “Our country went through a fintech explosion ten years ago. That gave us the chance to build infrastructure from scratch and scale globally, without being tied to old payment setups.”

The company’s platform does the things you would expect: it links up multiple gateways, routes payments intelligently, handles recurring charges, and integrates both the global names (Apple Pay, Google Pay) and local favourites. But what it stresses is flexibility – letting merchants decide whether to optimize for cost, approval rates, or a balance of the two.

The bigger picture

The case for payment orchestration naturally grows from the rapid e-commerce development, which inevitably increases the demand for a system capable of handling high loads. This process cannot be stopped or regulated. But it can be handled with benefits for customers and the business.

How rapid is this growth? The numbers behind global payments show an industry swelling year after year. McKinsey estimatesthe sector has been growing at around 7% annually between 2018 and 2023, processing 3.4 trillion transactions last year and generating $2.4 trillion in revenue. Meanwhile, Juniper Research believese-commerce will jump from $7 trillion in 2024 to $11.4 trillion by 2029.

Instant payments are surging even faster – Juniper Research, in its specialized research about instant payments, marksits 161% growth by 2028 and surpasses $5,8 trillion in turnover. This term naturally includes tokenised wallets (like Apple Pay or Google Pay,) which have become the most common payment method in the Tier-1 market.

All this underlines the same point: businesses can’t afford to rely on a single payments provider. Volatility, regulation, and sheer volume make it too risky. Orchestration spreads that risk and, done well, turns the back-end of payments into a competitive edge.

bill_line’s approach

As fintech markets grow, local players are starting to move past basic acquiring and towards building out proper infrastructure. For bill_line, orchestration is simply the next logical step.

Furthermore, the company provides an interoperable set-up that allows merchants to connect all their payment methods through a single bill_line pipeline. The result is less friction in integration and the added benefit of payment orchestration – smoother, more reliable, and far more effective.

“Our approach is straightforward,” says Maksym Boronenko, the company’s Chief Commercial Officer. “Give merchants the flexibility to plug into multiple gateways and payment methods, but also the clarity to see how those routes perform and what they cost. There’s no grand masterplan behind it – just steady work from the whole team. The aim is to turn payments from a burden into a strategic advantage, and that’s what we’re seeing play out.”

bill_line payment solution allows clients to:

• route transactions based on geography, risk score, or currency,
• manage recurring payments across providers,
• integrate popular international payment methods such as Apple Pay, Google Pay, and local ones,
• and monitor performance in one unified dashboard.

Furthermore, the bill_line payments ecosystem is becoming more complex, but also more open. Merchants no longer need to settle for one provider or one set of rules. With orchestration, they can build a payment stack tailored to their growth strategy.

In this case, payment orchestration reflects a broader shift in fintech: infrastructure becoming as important as innovation. The companies that will thrive are those that can adapt quickly to customer preferences, regulatory changes, and market disruptions.

bill_line is part of this transformation. By developing an orchestration system that balances efficiency, reliability, and user experience, they aimed to give businesses not only the tools to succeed today but also the infrastructure to thrive tomorrow.