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That鈥檚 why PayPal, Venmo, Cash App, Apple Pay, Google Pay, and Samsung Pay are quickly introducing novel features鈥攐r quickly copying ones from competitors. The pace of commerce management feature innovation is reaching a frenzy. Six months ago, we identified four emerging features that digital wallets could add to centralize purchasing within consumers鈥� wallets of choice:.

And then you're talking about Apple Pay, proximity payments, Apple Pay is the proximity payment leader by a mile. We've got some stats, I think over 65 million Apple Pay users in store in 2025. Next up is Google with less than 40 million and no one else comes close. Rob Rubin:. Even close. David Morris:. Comes close. Rob Rubin:. Yeah. David Morris:. And,-. Rob Rubin:. Not those pesky Canadians.

Still, other wallets like Apple Pay and PayPal will need to prepare for Paze鈥檚 influence. They can do so by investing in some of Paze鈥檚 innovative features, like payment method optimization. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

As it broadens its acceptance network, this growth will likely eat into the market share of wallets like PayPal and Apple Pay. These competitors may have to innovate to keep their customers loyal and prevent them from making the switch to Shop Pay.

Paying by smartphone is now routine for a growing number of consumers, both in stores and online. Recent data shows the size of the user base, shifting demographics, shopper preferences, and how mobile fits into the spectrum of payment options.鈥�

The campaign鈥檚 associated sweepstakes encourages users to pay more frequently with PayPal

It also scored tie-ups with Apple Pay and Google Pay. Our take: Klarna has made smart moves along its profitability journey. Investing in AI to cut expenses, launching new value-added services, and growing payments volume in less saturated BNPL segments like in-store are all setting up Klarna for a strong IPO.

It can help Google build brand loyalty among Gen Alpha and better compete with Apple Wallet

This will include Apple Pay, Google Wallet, PayPal, and Cash App, among others. The CFPB has always had enforcement authority over these companies, but it can now conduct proactive examinations to ensure they are complying with all laws and to assess risks that could lead to outages or other customer issues. The CFPB proposed a version of this rule in November 2023. What will the CFPB monitor?

Affirm users can even upload virtual cards into Apple Pay and Google Pay to pay in-store鈥攁 workaround for when Affirm is not accepted at checkout. Payment providers can help improve the payer experience in ecommerce鈥攁nd especially mcommerce. Retail ecommerce sales will grow at a 9.2% average annual rate from 2024 to 2028, per our forecast.

Digital technologies are reshaping customers' in-store payment experience. Here鈥檚 what payment providers must know about in-store payment digitization trends.鈥�

Apple Pay has also integrated Affirm, Klarna, and other BNPL players into its wallet. Our take: Marqeta Flex can help speed up this trend, making it easier for wallets and cards to integrate BNPL options. Eliminating the need for BNPL providers to work with merchants will expand where BNPL can be used and accelerate adoption.

The market is set to change with open banking: The Consumer Financial Protection Bureau鈥檚 (CFPB) final rule on open banking will require financial institutions (FIs), credit card issuers, nonbank mortgage companies, and payment apps like Venmo and Apple Pay to transfer consumer financial data to other providers for free on request.

BNPL loans can be accessed at the point-of-sale (online or in-person), usually via a BNPL loan provider's branded app, via a merchant's website or app, or via proximity mobile payment apps like Apple Pay and Google Wallet. Examples include Affirm, Afterpay, Klarna, Zip, and PayPal's BNPL service. Some short-term, no-interest loans can be accessed only at retailers.

The news: Last week, the Consumer Financial Protection Bureau (CFPB) released the final open banking rule, which requires financial institutions (FIs), credit card issuers, and payment apps like Venmo and Apple Pay to transfer consumer financial data to other providers for free on request. Multiple banking trade groups have already launched a joint legal battle opposing it.

The rule mandates that financial institutions (FIs), credit card issuers, and payment apps like Venmo and Apple Pay must transfer consumer financial data to other providers for free on request, per the regulator. Nondepository institutions of all sizes must comply, but FIs with under $850 million in assets will be exempt.