Startbutton, the leading African merchant of record, has been featured on a recent edition of CNN’s prestigious business show, "Connecting Africa." The segment, hosted by celebrated journalist Eleni Giokos, cast a spotlight on the innovative African startups that are dismantling the complexities of cross-border payments and fostering continental trade.

The episode, titled "Easing cross-border payments in Africa through tech," showcased a select group of companies at the forefront of this financial revolution. Alongside other notable startups like Workpay and Nala, Startbutton was recognized for its pivotal role in empowering businesses to seamlessly expand their operations across the diverse African landscape.

A key highlight of the feature was an insightful interview with Startbutton's Chief Technology Officer, Kelechi Oti. She elaborated on the company's mission to simplify the digital commerce experience for businesses, removing the operational hurdles that have historically fragmented the African market.

"Startbutton allows merchants to pay and get paid across Africa in a compliant way. For too long, the immense potential of a unified African market has been hindered by inconsistent regulations, and currency conversion complexities," Oti explained during the interview. "Today, we're helping businesses expand across 15 African countries and processing $7 million every month. Our technology empowers businesses to operate in multiple African countries as if they were one, handling everything from payment processing and currency conversions to local compliance."

This esteemed recognition from a global news leader like CNN underscores the significant strides Startbutton has made since its founding in 2023. Backed by the renowned international investment firm Norrsken, a testament to its impactful mission, Startbutton has rapidly become the go-to Merchant of Record partner for businesses with pan-African ambitions.

Today, Startbutton serves over 150 merchants across 35 countries, spanning vital sectors such as travel and hospitality, financial services, gaming, and e-commerce. The company is the trusted merchant of record for some of Africa’s most prominent and fastest-growing businesses, including industry leaders like Paystack, Wakanow, Grey Finance, Cellulant, AltSchool, and The First Group.

By providing a robust and unified platform, Startbutton is not just a service provider but a key enabler of the African Continental Free Trade Area (AfCFTA) in action. The feature on "Connecting Africa" serves as a powerful validation of Startbutton's vision and its execution in creating a more interconnected and prosperous African economy. As businesses across the continent and beyond look to tap into Africa's vibrant and growing consumer markets, Startbutton stands ready as the indispensable partner for growth.