Lily Varon,

Lily Varon

Principal Analyst

Lily Varón is a principal analyst serving digital business strategy professionals. Her research focuses on the evolving role of payments and billing technologies in winning, serving, and retaining customers in the age of digital business. She helps consumer-facing businesses understand the merchant payments processing landscape, evolving consumer payments behaviors, and how their payments acceptance strategies must adapt to serve their customers. In her research on billing technology, she focuses on how the future of buying — in both B2C and B2B models — will pressure every business to modernize its billing relationships and the technology that underpins them.

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

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April 15th, 2025 3:00 PM - 4:00 PM Webinar

It’s Time To (Re)Consider The Merchant Of Record Model

Anyone who sells software or digital goods online and wants to grow through globalization will at least consider a third-party Merchant Of Record model. Merchant of Record (MOR) solutions have existed for decades, but the industry has made headlines recently with some notable departures: Digital River, a former heavyweight in the market, is closing up shop, and a relative newcomer in the category, Lemon Squeezy, was acquired by payments heavyweight Stripe, which, per its founder, will “scale Merchant Of Record selling in a big way.”In this webinar, Forrester analyst Lily Varon is joined by a panel of CEOs from three major players in the MOR solution space: David Nachman, CEO of FastSpring; Jimmy Fitzgerald, CEO of Paddle; and Wendi Sturgis, CEO of Cleverbridge. Key takeaways: Understand what is really going on with the Merchant Of Record market right now.Learn how to avoid common pitfalls of MOR selling.Discover the best ways for digital leaders to prepare for the future of MOR selling.Target audience level: all levels
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