In July 2024, the EU Commission reached a landmark agreement with Apple to allow 3^rd parties access to the NFC technology on iOS devices. This decision could be a game-changer for account-to-account (A2A) payment apps, giving them the ability to offer a seamless, tap-to-pay experience that has so far been exclusive to traditional card-based mobile wallets.

Until now, A2A in-store payments have been possible, but often clunky—relying on QR codes, multiple screens, or awkward authentication steps. Without the simplicity of contactless card transactions, mass adoption has been slow. But with NFC access now unlocked on both Android and Apple devices, A2A wallets finally have the chance to compete on a level playing field.

The Opportunity: A Contactless Revolution

Consumers clearly love contactless payments—they’ve become the backbone of face-to-face transactions. In the UK, for instance, 93% of all in-store card transactions are now contactless. This shift isn’t just about convenience; it has fundamentally changed consumer expectations.

If all smartphone users, not just those with Android devices, can use contactless A2A payments, the momentum could shift dramatically. Merchants, too, would be more willing to embrace these apps if they know that all customers—not just a fraction—can use them.

The first company to capitalise on this opportunity was Vipps MobilePay, which, in December 2024, became the world’s first Apple Pay alternative on iPhone. Vipps users in Norway can now “tap with Vipps” in-store, with plans to expand to Denmark, Finland, and Sweden in 2025—reaching another 7.1 million consumers.

Other A2A wallets are following suit, setting the stage for a significant shift away from cards as the default in-store payment method.

For example, Sweden’s leading A2A app Swish has transitioned its tap-to-pay solution from Bluetooth to NFC for Android users. Similarly, Bizum – used by 55% of Spain’s population – has launched Bizum Pay, which is expected to launch in mid-2025 and will allow users to pay with either Bizum’s A2A rails or linked debit / credit cards. In Poland, Blik, which dominates 45% of Poland’s eCommerce market, is planning to roll out iOS tap-to-pay in 2025.

Leaving the big guns behind?

Nordic, Spanish and Polish markets are all embracing A2A in-store payments, but Europe’s largest economies seem to be moving at a slower pace. Wero, the pan-European A2A initiative won’t launch an in-store solutions until 2026. Meanwhile in the UK, no A2A wallet has yet gained significant traction with consumers, with only very early proof of concepts undertaken.

This delay could create a fragmented market, where smaller nations lead the A2A revolution while larger economies struggle to catch up.

Cross-Border Payments: The Next Hurdle

Beyond domestic adoption, the real challenge for A2A wallets will be cross-border payments. While Wero’s expansion plans remain uncertain, some interoperability initiatives are already making progress:

• EuroPA: A partnership between Bizum (Spain), Bancomat Pay (Italy), and MB Way (Portugal), which completed its first cross-border transaction in late 2024.
• EMPSA Alliance: Bancomat Pay (Italy), Twint (Switzerland), and Bluecode (Austria) are collaborating to create a cross-border A2A network.

However, the long-term viability of interoperability remains a question. Some argue that a unified solution like Wero would provide better scalability, innovation, and efficiency than a patchwork of partnerships.

2025: A Defining Year for In-Store Payments

With NFC access unlocked, A2A wallets are finally equipped to compete head-on with cards in-store. Whether they disrupt the dominant card model or remain a niche alternative will depend on how well they address consumer and merchant concerns. However, one thing is certain: 2025 will be a pivotal year in reshaping Europe’s payments landscape—and the battle for in-store transactions is just beginning.