iZettle, Europe’s rival to Square, hits the UK


Swedish payments startup iZettle is making its most significant since coming out of beta last year, with a pilot program to enter the potentially huge British market.

izettle promoUntil now the company, billed as Europe’s equivalent to Square, has so far only made its product — a free plug-in dongle and app that let small merchants accept card payments through their iPhone or iPad (s AAPL) — available in Sweden, Norway, Denmark and Finland.

But as of Wednesday, it is offering 3,000 mini card readers to merchants in Britain, as part of a limited rollout in the United Kingdom.

“The U.K. is pretty special in Europe,” iZettle CEO Jacob de Geer told me ahead of the announcement. “We’re expecting the same kind of interest we’ve seen elsewhere… [but] it’s crucial for us to understand the difference in behavior between Britain and other parts of Europe.”

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