Skip to main content
Photo of Lily Varon

Lily Varon

Senior Analyst

Find Lily on:

Lily Varón is a senior analyst serving digital business strategy professionals. Her research focuses on the strategies and technologies that firms need to win, serve, and retain customers in the age of digital business, including recurring customer and billing management solutions, the merchant payments processing landscape, evolving consumer payments behaviors, and how merchant payments acceptance strategies must adapt to serve them. Her research also covers the translation and localization of global websites and consumer online shopping behavior around the globe, with a particular focus on Asia Pacific and Latin America.

Previous Work Experience

Prior to her role as analyst, Lily was a researcher and research associate supporting Forrester's eBusiness & channel strategy research team. She contributed to published reports on topics including e-commerce technology for physical and digital goods, mobile commerce, omnichannel commerce, globalization, global payments, and online customer service.

Before joining Forrester, Lily worked as an advocate at an antipoverty nonprofit agency, providing case management for clients in areas such as housing, utilities, insurance, immigration, and financial literacy.

Education

Lily holds a BA in American cultural studies from Bates College. She is fluent in Spanish as well as proficient in Portuguese.

Lily Varón is a senior analyst serving digital business strategy professionals. Her research focuses on the strategies and technologies that firms need to win, serve, and retain customers in the age of digital business, including recurring customer and billing management solutions, the merchant payments processing landscape, evolving consumer payments behaviors, and how merchant payments acceptance strategies must adapt to serve them. Her research also covers the translation and localization of global websites and consumer online shopping behavior around the globe, with a particular focus on Asia Pacific and Latin America.

Previous Work Experience

Prior to her role as analyst, Lily was a researcher and research associate supporting Forrester's eBusiness & channel strategy research team. She contributed to published reports on topics including e-commerce technology for physical and digital goods, mobile commerce, omnichannel commerce, globalization, global payments, and online customer service.

Before joining Forrester, Lily worked as an advocate at an antipoverty nonprofit agency, providing case management for clients in areas such as housing, utilities, insurance, immigration, and financial literacy.

Education

Lily holds a BA in American cultural studies from Bates College. She is fluent in Spanish as well as proficient in Portuguese.

Lily Varon's Most Recent Research

Research

Forrester’s Brief Guide To Payment Tokens​

May 14th, 2021 | Lily Varon , Jacob Morgan

There are new payment token types and use cases that merchants must understand if they are to modernize their payments acceptance strategies in line with...

1 min read
Research

The State Of Alternative Payments Acceptance In UK Retail

An Evaluation Of 102 UK Retailers And Their Payment Options
March 12th, 2021 | Lily Varon , Michelle Beeson , Nicole Murgia

We reviewed 102 UK retailers across several categories to evaluate the current state of alternative payments acceptance. The evaluation covered 10 alternative...

1 min read
Research

New Tech: Deferred Payment Providers, Q4 2020

Forrester's Landscape Overview Of 29 Providers
December 11th, 2020 | Lily Varon

Deferred payment solutions — a broad category covering installments; "buy now, pay later"; "pay in four"; point-of-sale financing; and alternative lending...

10 min read
Research

The State Of Retail Payments In 2020

Payment Leaders Shift Priorities To Adapt To COVID-19 Realities
November 17th, 2020 | Lily Varon

"The State Of Retail Payments" is a biennial study by the National Retail Federation (NRF) and Forrester that profiles US enterprise merchants' views and...

8 min read
Research

The Forrester Wave™: Merchant Payment Providers, Q3 2020

The 10 Providers That Matter Most And How They Stack Up
September 23rd, 2020 | Lily Varon

In our 23-criterion evaluation of merchant payment providers, we identified the 10 most significant ones — ACI Worldwide, Adyen, Cybersource, Fiserv, Global...

17 min read