Purpose - The purpose of this paper is to explain and to create an understanding how incorporating an external actor to administer payment services has an effect on the value propositions offered to the consumer. Design/methodology/approach - The study adopts a qualitative approach, since the purpose is to explain and gain understanding about how incorporating an external actor to administer payment services has an effect on the value propositions offered to the consumer. The data has been collected through 13 interviews conducted with respondents from the consumer-, service provider- and payment intermediary segments. Findings - The results from the study illustrates that payment intermediaries do have an effect on the value propositions offered to consumers. However, since value is subjectively interpreted, the findings of this study indicate that incorporating a payment intermediary does not always result in a contribution of value. Furthermore, it is clear that it could influence consumer purchasing decision drastically in specific contexts. Research limitations - The study is conducted on Swedish e-commerce, which means generalizations between the countries cannot be made. Future research for other countries are needed for the findings to be applicable. Practical implications - Findings of this study indicate that incorporating a payment intermediary could influence consumer purchasing decision drastically, in a positive as well as in a negative manner, dependent on the context. Consumers prefer and expect to have a number of payment alternatives with the option to include or exclude an external actor if desired. Keywords - E-commerce, value proposition, value, payment intermediary, customer relationship management