As retailers seek to streamline shopping journeys, payment fluidity is becoming a key conversion driver. Apple Pay, Google Pay, Samsung Pay, PayPal: wallets enable retailers to reduce delays and improve the customer experience. Adoption dynamics, effects on conversion and acquisition, prospects for wallet evolution... mind Retail spoke with Jérôme Bloch (Samsung Pay), Guillaume Démier (PayPal), Laetitia Dorla (EPI) and Antoine Guillotte (CDiscount). Analysis.
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- In e-commerce, wallets have overtaken bank cards. In 2024, they accounted for 53% of payments by value worldwide, compared with 32% for bank cards (credit and debit), according to Worldpay’s 2025 Global Payment Report.
- Their adoption is hindered by market fragmentation, which complicates integration for retailers.
- In stores, where bank cards remain dominant, Wero and PayPal are rolling out alternative journeys (QR code, BNPL, loyalty programmes) to accelerate their offline penetration.
10 years after the arrival of the first Big Tech digital wallets, payment wallets — Apple Pay, Google Pay, Samsung Pay and PayPal — have become major payment methods. Through a mobile app or software, they enable users to store and manage banking data, whether dematerialised cards or an IBAN, as with PayPal. In e-commerce wallets have overtaken card payments. According to the Global Payment Report 2025 from Worldpay, e-commerce wallets accounted for 53% of global payment value compared with 32%
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.