Alma growth playbook

Use the Spanish locale as the template and ship the Portuguese gaps in order of sales use: the redesigned homepage, pricing, the CMS plugin pages (Shopify, WooCommerce, PrestaShop, Magento), the 6-12 instalment page and the demo form routed to the Madrid team. Ask the first signed Iberian merchants for a Portuguese-language quote or story, and add hreflang entries as each page goes live. The experimentation engineer's brief already covers market pages and local content after the redesign; this makes Portugal the first market on that list.

Mid-market merchants check pricing and their platform's plugin page before a second call. With those pages missing, the AE has to send PDFs and links to the Spanish site; with them live, organic Portuguese searches for "pagamento em prestações" plus a plugin name can reach Alma directly.

[ ] Redesigned /pt-PT homepage with current stats
[ ] /pt-PT pricing page (Spain: /es-ES/tarifas)
[ ] Shopify, WooCommerce, PrestaShop, Magento pages
[ ] 6, 10 or 12 instalments page
[ ] International and branches-and-franchises pages
[ ] One Portuguese-language merchant quote
[ ] Demo form routed to Madrid
[ ] hreflang in the sitemap for each new page

• Machine translation reads as foreign

  Native review by the Portuguese AE before publishing.

• Claims differ by market

  Use the June 2025 averages already on the Spanish page.

• HiringAccount Executive Large Accounts - Spain and Account Executive - Portuguese market (Madrid, both posted October 23, 2026): the Iberia team is "already 5 people and aim to be around 10 by the end of 2027", with "a brand-new hub directly in Madrid"; it "will soon be managing €100M in volume, built in just one year". Merchants "signed in the last 12 months" include PcComponentes, Atrapamuebles, Maisons du Monde, Emma and Web Moveis. The Portuguese AE must be a native speaker, sell to merchants of €10M-250M turnover, "Contribute to the growth of Alma's presence and network in the Portuguese market" and represent Alma at trade shows.Source
• Your websiteSitemap (645 URLs, checked October 23, 2026), pages per locale: fr-FR 289, it-IT 91, es-ES 73, nl-BE 34, de-DE 34, nl-NL 29, fr-BE 27, fr-LU 18, pt-PT 13. Blog posts: fr-FR 214, it-IT 54, es-ES 45, de-DE 14, nl-NL 7, pt-PT none. Portugal has a homepage, two product pages, online and in-store pages, consumers, contact, demo and legal pages; /pt-PT/precos and /pt-PT/blog return 404.Source
• Your websiteSpain has what Portugal lacks: a pricing page (/es-ES/tarifas), integration pages for Shopify, WooCommerce, PrestaShop, Magento and Mollie, a 6, 10 or 12 instalment product page, international and branches-and-franchises pages, a press page and merchant stories (Prensa Stove "+20%" average ticket, Newcop "triplica sus ventas", Bloome "+30%" conversion, Wabi Home, Impress, Kuestiona).Source
• Your websitePortuguese homepage (/pt-PT, October 23, 2026): still the earlier template, with the "+20%" sales claim and testimonials from The Kooples, KitchenAid, Jane de Boy and Panda Tea, none of them Portuguese merchants. The Spanish homepage has the redesigned layout (June 2025 averages: +15% conversions, +80% average basket, 33% repeat rate) and Spanish merchants (Impress, Wabi Home, Newcop).Source
• HiringExperimentation & Tracking Engineer (Paris, posted October 21, 2026): runs A/B tests "on merchant websites" in Kameleoon, "with a target of 8 merchant tests going live over the year"; owns the tracking plan "across 8 markets"; builds "landing pages, product pages, market pages, and local content following the website redesign"; runs "a CRO programme on Alma's own funnels, starting with the demo request", while maintaining Core Web Vitals, technical SEO and hreflang.Source

Before the platform migration, pull the list of signed merchants with no payment, split by integration type (CMS plugin, API, in-store link), and send a three-step sequence: the exact setup guide for their platform, a 15-minute setup call, and a reminder with the first-payment checklist. Measure activation against a held-out control group.

It is the fastest TPV the lifecycle team can add and does not need the new tool.

• Merchants waiting on their developer

  Offer a developer-ready email they can forward.

• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source
• HiringSenior Product Manager - Integrations (posted August 26, 2026) measures "time to integration, time to first payment" across APIs, SDKs, CMS and PSP integrations; Senior Software Engineer - E-commerce (PHP) (posted August 28, 2026) maintains plugins for "Sylius, Magento, PrestaShop, WooCommerce, Shopify, and SFCC" serving "25,000+ merchants".Source
• HiringSenior Account Performance Manager (Paris, posted October 22, 2026): each manager has "approximately 200 strategic merchants" turning over €1M-3M with Alma; "SMB and Mid-Market accounts represent around 40% of Alma's margin"; levers include upselling, "Optimizing pricing and payment plans", "Expanding into new countries" and spotting "early warning signs" of churn.Source

Add country, turnover band and platform to the demo form, then show a calendar of the right team (SMB, mid-market, Iberia, Italy) instead of a thank-you page. Send merchants under €1M to self-serve sign-up with an offer of help. A/B test against the current form.

Instant booking removes the wait between form and call, and routing sends each lead to the team that can close it.

• Fewer leads from extra fields

  Keep it to three questions.

• HiringExperimentation & Tracking Engineer (Paris, posted October 21, 2026): runs A/B tests "on merchant websites" in Kameleoon, "with a target of 8 merchant tests going live over the year"; owns the tracking plan "across 8 markets"; builds "landing pages, product pages, market pages, and local content following the website redesign"; runs "a CRO programme on Alma's own funnels, starting with the demo request", while maintaining Core Web Vitals, technical SEO and hreflang.Source
• HiringAccount Executive Large Accounts - Spain and Account Executive - Portuguese market (Madrid, both posted October 23, 2026): the Iberia team is "already 5 people and aim to be around 10 by the end of 2027", with "a brand-new hub directly in Madrid"; it "will soon be managing €100M in volume, built in just one year". Merchants "signed in the last 12 months" include PcComponentes, Atrapamuebles, Maisons du Monde, Emma and Web Moveis. The Portuguese AE must be a native speaker, sell to merchants of €10M-250M turnover, "Contribute to the growth of Alma's presence and network in the Portuguese market" and represent Alma at trade shows.Source
• Your websitePricing: Standard offer "Up to €1M of turnover", "No set-up fees or monthly fees"; payment in 2 instalments 3.60% HT, pay later at 15 days 4.20% HT, with optional fee-sharing; "Financing - Join the waiting list", "payment in 5 to 12 times is only available after having payment in 2, 3, 4 times"; a customized offer above €1M.Source

Create one source of truth for headline claims (merchants, consumers, countries, uplift figures with their date and method), update every locale and the meta descriptions to match, and add a quarterly freshness check.

Consistent claims protect credibility with large merchants who compare pages and decks, and keep AI summaries and search snippets accurate.

• Regulatory wording

  Keep each figure with its date and method.

• Your websiteEnglish homepage: "Trusted by 26,000 merchants across all retail sectors in Europe"; "+15% up to more conversions", "+80% average order value uplift", "90% approval rate" (June 2025); lists 8 countries. The meta description promises "boost your turnover by 20%", the case studies page says "more than 25 000 brands", and job posts say 10 countries. The page language is set to "en-FR".Source
• Your websitePortuguese homepage (/pt-PT, October 23, 2026): still the earlier template, with the "+20%" sales claim and testimonials from The Kooples, KitchenAid, Jane de Boy and Panda Tea, none of them Portuguese merchants. The Spanish homepage has the redesigned layout (June 2025 averages: +15% conversions, +80% average basket, 33% repeat rate) and Spanish merchants (Impress, Wabi Home, Newcop).Source
• HiringAlma in its job posts: "the buy now pay later leader in France and active in 10 European countries", "more than 25,000 merchants and 10 million consumers", "400+ Almakers and €160M+ ARR", a member of the Next40; merchants "boost sales by 20% or more"; "4.8/5 on Trustpilot".Source
• HiringSenior Strategic Partnerships Manager (posted October 8, 2026): "partner-led and partner-assisted GTM plans, including co-marketing and co-selling programs"; Revenue Enablement & Market Intelligence Manager (open, updated September 24, 2026): "personalized case study narratives", "competitor comparisons, head-to-head comparisons", per-market buyer priorities, and AI agents for "content freshness auditing".Source

Build /es-ES case studies with the six stories, their key numbers, sector and platform, and filters by sector. Link it from the Spanish homepage and demo page, and turn the two strongest into one-page PDFs for the AEs.

Local peers persuade local merchants, and a single page is easier to send after a call.

• Old numbers

  Date each story.

• Your websiteSpain has what Portugal lacks: a pricing page (/es-ES/tarifas), integration pages for Shopify, WooCommerce, PrestaShop, Magento and Mollie, a 6, 10 or 12 instalment product page, international and branches-and-franchises pages, a press page and merchant stories (Prensa Stove "+20%" average ticket, Newcop "triplica sus ventas", Bloome "+30%" conversion, Wabi Home, Impress, Kuestiona).Source
• HiringAccount Executive Large Accounts - Spain and Account Executive - Portuguese market (Madrid, both posted October 23, 2026): the Iberia team is "already 5 people and aim to be around 10 by the end of 2027", with "a brand-new hub directly in Madrid"; it "will soon be managing €100M in volume, built in just one year". Merchants "signed in the last 12 months" include PcComponentes, Atrapamuebles, Maisons du Monde, Emma and Web Moveis. The Portuguese AE must be a native speaker, sell to merchants of €10M-250M turnover, "Contribute to the growth of Alma's presence and network in the Portuguese market" and represent Alma at trade shows.Source
• Your websiteCase studies page: Maisons du Monde (Alma in 214 shops and online; 95% acceptance, 20% higher conversion, three times the basket in store), KitchenAid (5 European countries, +92% average order value), MYCS (€7.2 million processed in France and Germany). The sitemap also lists merchant terms with HiPay and with Mollie in France and Belgium, and a page for the e-Show Barcelona trade fair.Source

Write a Dutch onboarding guide (plugins, payment links, first payment), the top 20 merchant and shopper questions from support tickets, and a Dutch page on how instalments work for shoppers. Link them from nl-NL and support emails.

Self-serve answers in Dutch lower support load and speed up activation in a new market.

• Duplicates the help center

  Publish in the help center and link from the site.

• HiringEngineering Manager - Mobile App (posted October 1, 2026): the Alma Wallet roadmap covers "the Alma card", Apple Pay, Google Pay, "local payment methods", "the consumer point-of-sale experience", identity verification and Open Banking. Customer Care Officer - Netherlands (posted October 14, 2026) is "part of our international expansion" to support "our growth in the Dutch market", in Dutch, French and English.Source
• Your websiteSitemap (645 URLs, checked October 23, 2026), pages per locale: fr-FR 289, it-IT 91, es-ES 73, nl-BE 34, de-DE 34, nl-NL 29, fr-BE 27, fr-LU 18, pt-PT 13. Blog posts: fr-FR 214, it-IT 54, es-ES 45, de-DE 14, nl-NL 7, pt-PT none. Portugal has a homepage, two product pages, online and in-store pages, consumers, contact, demo and legal pages; /pt-PT/precos and /pt-PT/blog return 404.Source
• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source

Before migrating, audit every live workflow and keep only those that can show TPV impact. Rebuild the core journeys (nurture, onboarding, activation, win-back, credit upsell) with a standing control group, shared segments with Data, and a weekly TPV report.

A migration is the one moment old workflows can be dropped without politics, and control groups prove what lifecycle is worth.

• Gaps during migration

  Run both for priority journeys until checked.

• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source
• HiringSenior Account Performance Manager (Paris, posted October 22, 2026): each manager has "approximately 200 strategic merchants" turning over €1M-3M with Alma; "SMB and Mid-Market accounts represent around 40% of Alma's margin"; levers include upselling, "Optimizing pricing and payment plans", "Expanding into new countries" and spotting "early warning signs" of churn.Source

Build three standard test templates (instalment message on product pages, at the basket, at checkout), a short eligibility check, and a one-page readout format. Let account managers offer them to their top merchants, and publish anonymised results by sector.

Standard tests scale the practice, and each readout is both a retention tool and a case study.

• Inconclusive tests

  Use the eligibility criteria strictly.

• HiringExperimentation & Tracking Engineer (Paris, posted October 21, 2026): runs A/B tests "on merchant websites" in Kameleoon, "with a target of 8 merchant tests going live over the year"; owns the tracking plan "across 8 markets"; builds "landing pages, product pages, market pages, and local content following the website redesign"; runs "a CRO programme on Alma's own funnels, starting with the demo request", while maintaining Core Web Vitals, technical SEO and hreflang.Source
• HiringSenior Account Performance Manager (Paris, posted October 22, 2026): each manager has "approximately 200 strategic merchants" turning over €1M-3M with Alma; "SMB and Mid-Market accounts represent around 40% of Alma's margin"; levers include upselling, "Optimizing pricing and payment plans", "Expanding into new countries" and spotting "early warning signs" of churn.Source
• HiringSenior Strategic Partnerships Manager (posted October 8, 2026): "partner-led and partner-assisted GTM plans, including co-marketing and co-selling programs"; Revenue Enablement & Market Intelligence Manager (open, updated September 24, 2026): "personalized case study narratives", "competitor comparisons, head-to-head comparisons", per-market buyer priorities, and AI agents for "content freshness auditing".Source

Rewrite each marketplace listing in every Alma language, ask active merchants on each platform for reviews, add a guided setup that ends with a test payment, and track installs to first payment by platform.

Marketplace listings bring self-serve merchants at low cost, and better setup lifts the activation rate the lifecycle team is measured on.

• Platform rules on reviews

  Ask only as each marketplace allows.

• HiringSenior Product Manager - Integrations (posted August 26, 2026) measures "time to integration, time to first payment" across APIs, SDKs, CMS and PSP integrations; Senior Software Engineer - E-commerce (PHP) (posted August 28, 2026) maintains plugins for "Sylius, Magento, PrestaShop, WooCommerce, Shopify, and SFCC" serving "25,000+ merchants".Source
• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source
• Your websitePricing: Standard offer "Up to €1M of turnover", "No set-up fees or monthly fees"; payment in 2 instalments 3.60% HT, pay later at 15 days 4.20% HT, with optional fee-sharing; "Financing - Join the waiting list", "payment in 5 to 12 times is only available after having payment in 2, 3, 4 times"; a customized offer above €1M.Source

Score every merchant weekly on TPV trend, share of checkout (Alma versus other options where known), approval rate and support tickets. Flag drops for a call with a ready insight (for example, instalment messaging missing from product pages).

Catching a drop early is cheaper than winning a merchant back, and a data-led call is welcome rather than a sales push.

• False alarms

  Tune thresholds after a month.

• HiringSenior Account Performance Manager (Paris, posted October 22, 2026): each manager has "approximately 200 strategic merchants" turning over €1M-3M with Alma; "SMB and Mid-Market accounts represent around 40% of Alma's margin"; levers include upselling, "Optimizing pricing and payment plans", "Expanding into new countries" and spotting "early warning signs" of churn.Source
• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source

Treat every waiting-list sign-up and every merchant with a high average basket as an upsell lead: explain eligibility, show the expected uplift on large baskets, and route qualified merchants to their account manager. Track activation of longer instalments.

Merchants with big baskets gain the most from long instalments, and the waiting list is a list of merchants who already asked.

• Credit regulation

  Have Legal approve every message.

• Your websitePricing: Standard offer "Up to €1M of turnover", "No set-up fees or monthly fees"; payment in 2 instalments 3.60% HT, pay later at 15 days 4.20% HT, with optional fee-sharing; "Financing - Join the waiting list", "payment in 5 to 12 times is only available after having payment in 2, 3, 4 times"; a customized offer above €1M.Source
• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source
• HiringSenior Account Performance Manager (Paris, posted October 22, 2026): each manager has "approximately 200 strategic merchants" turning over €1M-3M with Alma; "SMB and Mid-Market accounts represent around 40% of Alma's margin"; levers include upselling, "Optimizing pricing and payment plans", "Expanding into new countries" and spotting "early warning signs" of churn.Source

Build a kit per partner: a one-page pitch in each language, a merchant webinar, a joint case study and an activation path inside the partner's dashboard. Set joint targets and review them monthly.

PSPs talk to thousands of merchants every day, and a ready kit turns a technical integration into a sales channel.

• Partners push competitors

  Make Alma the easiest to sell.

• Your websiteCase studies page: Maisons du Monde (Alma in 214 shops and online; 95% acceptance, 20% higher conversion, three times the basket in store), KitchenAid (5 European countries, +92% average order value), MYCS (€7.2 million processed in France and Germany). The sitemap also lists merchant terms with HiPay and with Mollie in France and Belgium, and a page for the e-Show Barcelona trade fair.Source
• Your websiteSpain has what Portugal lacks: a pricing page (/es-ES/tarifas), integration pages for Shopify, WooCommerce, PrestaShop, Magento and Mollie, a 6, 10 or 12 instalment product page, international and branches-and-franchises pages, a press page and merchant stories (Prensa Stove "+20%" average ticket, Newcop "triplica sus ventas", Bloome "+30%" conversion, Wabi Home, Impress, Kuestiona).Source
• HiringSenior Strategic Partnerships Manager (posted October 8, 2026): "partner-led and partner-assisted GTM plans, including co-marketing and co-selling programs"; Revenue Enablement & Market Intelligence Manager (open, updated September 24, 2026): "personalized case study narratives", "competitor comparisons, head-to-head comparisons", per-market buyer priorities, and AI agents for "content freshness auditing".Source

For each show, publish a page with a meeting booking, a show-only offer and local merchant stories; scan badges into the CRM the same day and send a follow-up in 48 hours with the relevant case study.

Trade-show leads cool quickly; a page and a 48-hour follow-up turn conversations into meetings.

• Low show quality

  Drop shows with poor pipeline.

• HiringAccount Executive Large Accounts - Spain and Account Executive - Portuguese market (Madrid, both posted October 23, 2026): the Iberia team is "already 5 people and aim to be around 10 by the end of 2027", with "a brand-new hub directly in Madrid"; it "will soon be managing €100M in volume, built in just one year". Merchants "signed in the last 12 months" include PcComponentes, Atrapamuebles, Maisons du Monde, Emma and Web Moveis. The Portuguese AE must be a native speaker, sell to merchants of €10M-250M turnover, "Contribute to the growth of Alma's presence and network in the Portuguese market" and represent Alma at trade shows.Source
• Your websiteCase studies page: Maisons du Monde (Alma in 214 shops and online; 95% acceptance, 20% higher conversion, three times the basket in store), KitchenAid (5 European countries, +92% average order value), MYCS (€7.2 million processed in France and Germany). The sitemap also lists merchant terms with HiPay and with Mollie in France and Belgium, and a page for the e-Show Barcelona trade fair.Source
• Your websiteSpain has what Portugal lacks: a pricing page (/es-ES/tarifas), integration pages for Shopify, WooCommerce, PrestaShop, Magento and Mollie, a 6, 10 or 12 instalment product page, international and branches-and-franchises pages, a press page and merchant stories (Prensa Stove "+20%" average ticket, Newcop "triplica sus ventas", Bloome "+30%" conversion, Wabi Home, Impress, Kuestiona).Source

Turn the internal comparisons into fair public pages per market: fees, who carries the risk, payouts, plugins, in-store options, late fees and data use. Have Legal review them, date them and refresh quarterly.

Comparison searches are high intent, and Alma's merchant-first terms (no late fees, customers stay yours) are easy to show side by side.

• Out-of-date claims

  Date and source each line.

• HiringSenior Strategic Partnerships Manager (posted October 8, 2026): "partner-led and partner-assisted GTM plans, including co-marketing and co-selling programs"; Revenue Enablement & Market Intelligence Manager (open, updated September 24, 2026): "personalized case study narratives", "competitor comparisons, head-to-head comparisons", per-market buyer priorities, and AI agents for "content freshness auditing".Source
• Competitor researchScalapay's homepage: "pay in three convenient, interest-free instalments", a consumer store directory by category, a country picker that includes España and Portugal, and "Trusted by over 1.500 merchants". Klarna, PayPal's pay-in-instalments and Oney also sell instalments to European merchants.See the research Source
• Your websiteSpain has what Portugal lacks: a pricing page (/es-ES/tarifas), integration pages for Shopify, WooCommerce, PrestaShop, Magento and Mollie, a 6, 10 or 12 instalment product page, international and branches-and-franchises pages, a press page and merchant stories (Prensa Stove "+20%" average ticket, Newcop "triplica sus ventas", Bloome "+30%" conversion, Wabi Home, Impress, Kuestiona).Source
• Your websiteEnglish homepage: "Trusted by 26,000 merchants across all retail sectors in Europe"; "+15% up to more conversions", "+80% average order value uplift", "90% approval rate" (June 2025); lists 8 countries. The meta description promises "boost your turnover by 20%", the case studies page says "more than 25 000 brands", and job posts say 10 countries. The page language is set to "en-FR".Source

Build a Spanish and Portuguese "home and furniture" page with the sector's stories and numbers, a basket-size calculator, in-store options for showrooms, and a list of the top 100 home retailers in Iberia for the AEs.

A vertical story built on recent wins is easier to sell to the next retailer in the same sector.

• Over-reliance on one sector

  Repeat the method for the next sector.

• HiringAccount Executive Large Accounts - Spain and Account Executive - Portuguese market (Madrid, both posted October 23, 2026): the Iberia team is "already 5 people and aim to be around 10 by the end of 2027", with "a brand-new hub directly in Madrid"; it "will soon be managing €100M in volume, built in just one year". Merchants "signed in the last 12 months" include PcComponentes, Atrapamuebles, Maisons du Monde, Emma and Web Moveis. The Portuguese AE must be a native speaker, sell to merchants of €10M-250M turnover, "Contribute to the growth of Alma's presence and network in the Portuguese market" and represent Alma at trade shows.Source
• Your websiteSpain has what Portugal lacks: a pricing page (/es-ES/tarifas), integration pages for Shopify, WooCommerce, PrestaShop, Magento and Mollie, a 6, 10 or 12 instalment product page, international and branches-and-franchises pages, a press page and merchant stories (Prensa Stove "+20%" average ticket, Newcop "triplica sus ventas", Bloome "+30%" conversion, Wabi Home, Impress, Kuestiona).Source
• Your websiteCase studies page: Maisons du Monde (Alma in 214 shops and online; 95% acceptance, 20% higher conversion, three times the basket in store), KitchenAid (5 European countries, +92% average order value), MYCS (€7.2 million processed in France and Germany). The sitemap also lists merchant terms with HiPay and with Mollie in France and Belgium, and a page for the e-Show Barcelona trade fair.Source

Send every new in-store merchant a kit: counter signs, a 5-minute staff training video, a QR to the payment link and a first-ten-payments challenge with a check-in call. Track first payments by store.

Staff prompting decides in-store usage, and a kit makes it easy from day one.

• Kits ignored

  Pair with the check-in call.

• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source
• Your websiteCase studies page: Maisons du Monde (Alma in 214 shops and online; 95% acceptance, 20% higher conversion, three times the basket in store), KitchenAid (5 European countries, +92% average order value), MYCS (€7.2 million processed in France and Germany). The sitemap also lists merchant terms with HiPay and with Mollie in France and Belgium, and a page for the e-Show Barcelona trade fair.Source
• HiringEngineering Manager - Mobile App (posted October 1, 2026): the Alma Wallet roadmap covers "the Alma card", Apple Pay, Google Pay, "local payment methods", "the consumer point-of-sale experience", identity verification and Open Banking. Customer Care Officer - Netherlands (posted October 14, 2026) is "part of our international expansion" to support "our growth in the Dutch market", in Dutch, French and English.Source

Add a merchant directory and offers to the app, ranked by category and location, with merchant-funded promotions. Report the traffic and sales sent to each merchant in their dashboard.

Traffic is the strongest reason for a merchant to choose and keep a BNPL provider, and it gives consumers a reason to open the app.

• Merchants fear losing customers

  Keep "your customers stay your customers": link to merchant sites.

• HiringLifecycle Marketing Manager (Paris, posted October 21, 2026): owns the B2B lifecycle "from lead to active merchant": lead nurturing, onboarding, "activating signed merchants who haven't taken a first payment", retention and win-back, with segments on industry, size, country, TPV and product usage; a campaign calendar including "credit upsell"; POS materials for in-store merchants; "Alma is opening up to B2C, with new consumer products on the way"; leads "the migration off HubSpot" ("Braze is the front-runner"); reports "on activations, reactivations and influenced TPV rather than open rates".Source
• HiringEngineering Manager - Mobile App (posted October 1, 2026): the Alma Wallet roadmap covers "the Alma card", Apple Pay, Google Pay, "local payment methods", "the consumer point-of-sale experience", identity verification and Open Banking. Customer Care Officer - Netherlands (posted October 14, 2026) is "part of our international expansion" to support "our growth in the Dutch market", in Dutch, French and English.Source
• Competitor researchScalapay's homepage: "pay in three convenient, interest-free instalments", a consumer store directory by category, a country picker that includes España and Portugal, and "Trusted by over 1.500 merchants". Klarna, PayPal's pay-in-instalments and Oney also sell instalments to European merchants.See the research Source
• HiringAlma in its job posts: "the buy now pay later leader in France and active in 10 European countries", "more than 25,000 merchants and 10 million consumers", "400+ Almakers and €160M+ ARR", a member of the Next40; merchants "boost sales by 20% or more"; "4.8/5 on Trustpilot".Source

Publish a yearly report by country and sector: share of baskets paid in instalments, average basket, approval and repeat rates, in-store versus online, seasonal peaks. Launch it per market with local press, webinars and AE outreach.

Original data earns press and links in every market and gives AEs a reason to call any retailer.

• Data sensitivity

  Aggregate and suppress small groups.

• HiringAlma in its job posts: "the buy now pay later leader in France and active in 10 European countries", "more than 25,000 merchants and 10 million consumers", "400+ Almakers and €160M+ ARR", a member of the Next40; merchants "boost sales by 20% or more"; "4.8/5 on Trustpilot".Source
• Your websiteEnglish homepage: "Trusted by 26,000 merchants across all retail sectors in Europe"; "+15% up to more conversions", "+80% average order value uplift", "90% approval rate" (June 2025); lists 8 countries. The meta description promises "boost your turnover by 20%", the case studies page says "more than 25 000 brands", and job posts say 10 countries. The page language is set to "en-FR".Source
• Your websitePortuguese homepage (/pt-PT, October 23, 2026): still the earlier template, with the "+20%" sales claim and testimonials from The Kooples, KitchenAid, Jane de Boy and Panda Tea, none of them Portuguese merchants. The Spanish homepage has the redesigned layout (June 2025 averages: +15% conversions, +80% average basket, 33% repeat rate) and Spanish merchants (Impress, Wabi Home, Newcop).Source

Build a tool that checks a retailer's product, basket and checkout pages for instalment messaging, price thresholds and plugin compatibility, then gives a score and three fixes. Offer it on the site and use it in outbound by each market's AEs.

A personal diagnosis opens doors with large retailers, and the results double as an outbound list.

• Retailers block scans

  Fall back to a manual review.

• HiringExperimentation & Tracking Engineer (Paris, posted October 21, 2026): runs A/B tests "on merchant websites" in Kameleoon, "with a target of 8 merchant tests going live over the year"; owns the tracking plan "across 8 markets"; builds "landing pages, product pages, market pages, and local content following the website redesign"; runs "a CRO programme on Alma's own funnels, starting with the demo request", while maintaining Core Web Vitals, technical SEO and hreflang.Source
• HiringSenior Product Manager - Integrations (posted August 26, 2026) measures "time to integration, time to first payment" across APIs, SDKs, CMS and PSP integrations; Senior Software Engineer - E-commerce (PHP) (posted August 28, 2026) maintains plugins for "Sylius, Magento, PrestaShop, WooCommerce, Shopify, and SFCC" serving "25,000+ merchants".Source
• HiringAccount Executive Large Accounts - Spain and Account Executive - Portuguese market (Madrid, both posted October 23, 2026): the Iberia team is "already 5 people and aim to be around 10 by the end of 2027", with "a brand-new hub directly in Madrid"; it "will soon be managing €100M in volume, built in just one year". Merchants "signed in the last 12 months" include PcComponentes, Atrapamuebles, Maisons du Monde, Emma and Web Moveis. The Portuguese AE must be a native speaker, sell to merchants of €10M-250M turnover, "Contribute to the growth of Alma's presence and network in the Portuguese market" and represent Alma at trade shows.Source

Invite shoppers in each market to review after their final instalment, show local-language reviews on each market's homepage, and add them to AE decks.

Shopper trust is a merchant concern, and local reviews answer it without a sales claim.

• Negative reviews

  Reply fast and fix causes.

• HiringAlma in its job posts: "the buy now pay later leader in France and active in 10 European countries", "more than 25,000 merchants and 10 million consumers", "400+ Almakers and €160M+ ARR", a member of the Next40; merchants "boost sales by 20% or more"; "4.8/5 on Trustpilot".Source
• HiringEngineering Manager - Mobile App (posted October 1, 2026): the Alma Wallet roadmap covers "the Alma card", Apple Pay, Google Pay, "local payment methods", "the consumer point-of-sale experience", identity verification and Open Banking. Customer Care Officer - Netherlands (posted October 14, 2026) is "part of our international expansion" to support "our growth in the Dutch market", in Dutch, French and English.Source
• Your websitePortuguese homepage (/pt-PT, October 23, 2026): still the earlier template, with the "+20%" sales claim and testimonials from The Kooples, KitchenAid, Jane de Boy and Panda Tea, none of them Portuguese merchants. The Spanish homepage has the redesigned layout (June 2025 averages: +15% conversions, +80% average basket, 33% repeat rate) and Spanish merchants (Impress, Wabi Home, Newcop).Source

Find merchants with orders from other Alma countries, show them the potential uplift and that the same integration works, and switch on the new markets with local payment pages.

Expanding an existing merchant is cheaper than signing a new one and grows TPV fast.

• Local regulation

  Check each market with Legal.

• HiringSenior Account Performance Manager (Paris, posted October 22, 2026): each manager has "approximately 200 strategic merchants" turning over €1M-3M with Alma; "SMB and Mid-Market accounts represent around 40% of Alma's margin"; levers include upselling, "Optimizing pricing and payment plans", "Expanding into new countries" and spotting "early warning signs" of churn.Source
• Your websiteCase studies page: Maisons du Monde (Alma in 214 shops and online; 95% acceptance, 20% higher conversion, three times the basket in store), KitchenAid (5 European countries, +92% average order value), MYCS (€7.2 million processed in France and Germany). The sitemap also lists merchant terms with HiPay and with Mollie in France and Belgium, and a page for the e-Show Barcelona trade fair.Source
• Your websiteEnglish homepage: "Trusted by 26,000 merchants across all retail sectors in Europe"; "+15% up to more conversions", "+80% average order value uplift", "90% approval rate" (June 2025); lists 8 countries. The meta description promises "boost your turnover by 20%", the case studies page says "more than 25 000 brands", and job posts say 10 countries. The page language is set to "en-FR".Source

Use "en" for the English pages (hreflang can keep x-default), make sure every locale page declares its language, and check the hreflang set in Search Console for errors.

Clean language signals help search engines show the right market page, and it is a small fix.

• Changing hreflang codes

  Keep URLs; change only declared language.

• Your websiteEnglish homepage: "Trusted by 26,000 merchants across all retail sectors in Europe"; "+15% up to more conversions", "+80% average order value uplift", "90% approval rate" (June 2025); lists 8 countries. The meta description promises "boost your turnover by 20%", the case studies page says "more than 25 000 brands", and job posts say 10 countries. The page language is set to "en-FR".Source
• HiringExperimentation & Tracking Engineer (Paris, posted October 21, 2026): runs A/B tests "on merchant websites" in Kameleoon, "with a target of 8 merchant tests going live over the year"; owns the tracking plan "across 8 markets"; builds "landing pages, product pages, market pages, and local content following the website redesign"; runs "a CRO programme on Alma's own funnels, starting with the demo request", while maintaining Core Web Vitals, technical SEO and hreflang.Source
• PageSpeedChrome UX Report for almapay.com: real visitors see largest paint at 1.54 s, interaction at 142 ms and layout shift 0.01, which passes Core Web Vitals and is 11% faster than before. Google's lab test scores mobile 59 (desktop 83), with about 2 s of unused JavaScript.Source