A system for initiating a payment to a merchant from a bill payment system for a purchaser in an electronic purchase transaction is provided. The purchaser may be a subscriber of the bill payment subsystem and the system may include a gateway subsystem. The gateway subsystem may receive electronic purchase transaction information. The electronic purchase transaction information may include a payment request authorized by the purchaser and an identifier associated with the merchant. The gateway subsystem may further determine that the purchaser is registered with the gateway subsystem, and send the payment request to the bill payment subsystem of which the purchaser is the subscriber. The gateway subsystem may also receive a payment notification from the bill payment subsystem, and cause a first payment to be made from a first account associated with the gateway subsystem to a second account associated with the merchant.