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Lily Varon

Senior Analyst

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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

How To Determine If It's Time For You To Use Card-On-File Payment Tokens

The Benefits And Drawbacks Of Using The Newest Evolution Of Payment Tokenization
May 19th, 2021 | Lily Varon , Jacob Morgan , Madeline Cyr

Card-on-file payment tokens (PTC) offer better lifecycle management than other types of payment tokens while still offering the fraud protection that merchants...

6 min read
Research

Demystifying The Latest Payment Token Type For Retailers, Brands, And Other Merchants

The Use Cases For Payment Tokens Are Growing
May 17th, 2021 | Lily Varon , Jacob Morgan , Madeline Cyr

Merchants, familiarize yourselves with card-on-file payment tokens today. Card-on-file payment tokens — often called "network tokens" today — are the latest...

5 min read
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