Michel Azar brings B2B Bitcoin to global trade

Michel Azar isn’t trying to convince you that Bitcoin will change the world. He’s more interested in how it can reduce transaction costs, simplify payments, and open new markets – especially for businesses in places like Lebanon, where economic instability is the norm.

“My mission is mainly to help businesses integrate Bitcoin into their operations, to their payments and finances by helping them set up Bitcoin Lightning payments,” said Azar, the founder of Bitcoin&, a Lebanon-based firm that helps companies adopt Bitcoin in practical, business-first ways.

Real-world success stories

One of Azar’s clients – a European business consultant – was losing a significant share of revenue to international payment fees. “He was facilitating trades with many suppliers in China and the rest of the Far East,” Azar said. “And he was paying a ton in fees... these were amounts that were quite substantial.”

After switching to Bitcoin, he cut those costs dramatically. “He’s been saving like 5% on his margins, which was huge for him. And he’s been quietly and gradually convincing other suppliers to start accepting Bitcoin payments.”

What made the story more compelling, Azar noted, is that “he is not a Bitcoin maximalist or serious Bitcoin enthusiast.” He simply found a financial tool that worked.

Two types of Bitcoin adopters

Azar sees two distinct categories of businesses turning to Bitcoin.

“The first bracket is the category of companies that really need Bitcoin and have issues that need to be solved with Bitcoin – be it reducing transaction fees, tap into a bigger market... to be able to trade with this broader market,” he said.

The second group includes “companies who just want to tap into this booming industry and leverage Bitcoin payments to grow their serviceable market. It's being used a bit more as a branding tool.”

These firms are often viewed as more innovative. “Many companies who end up integrating Bitcoin are perceived a bit more as tech savvy, advanced and tap into niches that are more forward looking.”

What’s holding businesses back

“A good part really thinks that it’s super hard to integrate Bitcoin and set up a payment system,” Azar said. The tech is unfamiliar, and most business owners don’t want to disrupt their current systems.

The most frequent concern, though, is volatility. “They're all concerned that if they add it to their balance sheet, how would it fluctuate?” he said.

To address that, Azar brings in outside support. “I've been partnering with a few experts in different jurisdictions, as well as a CFO who helps on projects to evaluate treasury and cash flow decisions.”

Stablecoins as a stepping stone

Soaring prices and currency collapse have led many in Lebanon to turn to Bitcoin and stablecoins. Photo: Unsplash / Michal Gadek

In places like Lebanon, stablecoins are often a more realistic option.

“It is a coin that has really been helping countries like Lebanon suffering from hyperinflation with very low GDP per capita, and the people can’t really afford to get or get paid in Bitcoin and allow for the fluctuation of its price value,” he said.

Still, Azar believes Bitcoin and stablecoins can work together. “If Bitcoin continues to grow and really becomes used, we could see the need for stablecoins reducing a bit.”

Why marketing matters more than technology

Azar encourages Bitcoin companies to look outside the crypto crowd. “Instead of restricting yourself to marketing to a Bitcoin audience... I think it would be better to cater to the broader market and try to educate legacy companies.”

He uses LinkedIn instead of crypto-native platforms to reach decision-makers in traditional businesses.

Perception is shifting, he added, especially as Bitcoin becomes more visible in mainstream news. “My grandmother saw the Bitcoin exchange rate hit $100k on the local news in Lebanon, and she's like, 'Oh... it looks like something legit.'”

Azar also credits the Bitcoin community. “It’s really tight-knit. And so if they know that you accept Bitcoin as payment, they will try to help you.”

How businesses can test Bitcoin with low risk

Azar advises businesses to start small – not with major infrastructure changes, but with everyday usage.

“Just play a bit with Bitcoin, even with [a] custodial wallet that doesn't give you full control over your Bitcoin. It's like having any other digital wallet, and it allows you to just use, move, send and receive Bitcoin.”

His focus is on experience over theory. “Starting more so than studying it at first is something that I always encourage.” Businesses learn fastest when they interact with the tools directly – even in a limited way.

Why Azar believes Bitcoin adoption will accelerate

Azar sees steady momentum building across the corporate world. “I wouldn't be surprised if the number of companies, corporations adding Bitcoin doubles for the next five years, like every year.”

He believes many business owners are waking up to Bitcoin’s practical value. “People are really grasping the strength of Bitcoin without studying the technology deeply,” he said.

Whether it’s cutting fees, enabling freelancers, or surviving inflation, Azar’s work through Bitcoin& is less about hype – and more about helping businesses solve problems, one transaction at a time.