The mobility payments landscape is evolving! From Shell’s push to integrate EV charging with retail, to Circle K’s rapid expansion, and EG Group’s focus on mobile payments and in-car tech, innovation is driving the future. As customer loyalty shifts, companies like Mercedes-Benz are digitizing services, and startups like Wero are introducing cost-effective payment alternatives. The race is on to deliver convenience, security, and customer-centric solutions in this evolving space.
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Ward Hagenaar and Bas van Donselaar from PaymentGenes attended the UNITI Mobility Payment Forum on 15-16 January 2025 in Hamburg, sharing several important industry updates. In this article, we’ll delve into the key topics discussed, including how major players like Shell, Circle K, and EG Group are adapting to these changes, the rise of real-time A2A payments, and the growing role of digital innovation in mobility services. Let’s take a closer look at the insights and strategies shaping the future of mobility payments.
Shell is redefining its franchise model with a focus on mobility. By integrating offerings like EV charging, classic fuel, and retail, the company aims to enhance the customer experience. With one million daily visitors in Germany, Shell emphasizes standardization to boost efficiency and customer-centricity in their forecourts. Through its loyalty app, Shell also delivers personalized offers to further engage its audience.
CircleK, known for its focus on customer convenience, has expanded its network through the acquisition of the TotalEnergies network, now covering Scandinavia, the Baltics, Germany, and Poland. Positioning itself as a fast, friendly, and well-stocked convenience store chain, Circle K bases its strategy on customer research. With 16,700 stores worldwide, the company recently became a Charge Point Operator (CPO), underlining its commitment to adapting to evolving market needs.
The German market is witnessing growth in large station networks, even as smaller networks decline. For instance, EG Group, operating under the Esso and Rewe brands, manages 1,100 stations in Germany. EG collaborates with mobile payment providers like LogPay, Ryd, EssoPay, and Pace, exploring various approaches to enhance customer experience. Pace is even integrated with Apple CarPlay, appealing to younger, tech-savvy users.
EG Group sees potential in fast, mobile payments despite current low adoption rates. The company is exploring in-car payment systems, as known from initiatives by Mercedes-Benz and Skoda. It also highlights opportunities in data from in-car systems and fleet telematics, which could drive personalized offers for individual and fleet users. In addition, EG is testing subscription-based car wash services via EasyCarWash, leveraging LogPay for payments.
Research by AutoWelt reveals declining brand loyalty among car owners, who now consider up to seven brands for their next vehicle. Chinese brands are gaining traction, the perceived high quality and the lower pricing appeals especially to among educated younger consumers. Interestingly, after comfort and cost-efficiency, navigation system quality ranks third among nowadays buying criteria.
Digital innovation is shaping car wash services, with Mercedes-Benz integrating WashTec into its Mercedes Pay platform. This digital ecosystem enables payments via stored cards, simplifies compliance with SCA, and offers digital receipts through the Mercedes Me profile. Mercedes encourages other automakers to adopt similar strategies, predicting greater customer reach for car wash locations.
Mastercard draws a parallel between customer loyalty in EV charging and the Maslow hierarchy of needs. While 80% of fuel customers are loyal to one or two brands, convenience and services beyond loyalty programs play a key role in customer retention. As many charge point operators don't offer additional services at their current locations this will become a challenge to establish customer loyalty for charging.
The German payments landscape is also evolving with Charlie, a startup offering real-time account-to-account (A2A) payments through QR codes. This innovation enables customer interaction through coupons and a unified app connecting bank accounts with payment methods like PayPal. However, acceptance costs remain tied to consumer preferences, a challenge for broader adoption.
Wero is emerging as a European alternative to card payments, focusing on A2A solutions. Available as a standalone app and within mobile banking platforms, Wero plans to support diverse use cases, including meal vouchers and loyalty programs. By Q2 2025, Wero aims to launch in eCommerce and support EV charging via QR codes. This may seem optimistic as the acquiring side of the industry is typically reluctant in adjusting their roadmaps. Wero is positioning itself as a low cost alternative to cards and is less focussing on the added value their A2A can bring to the market.
Girocard, a market leader in Germany, is catching up with the market standards as set by Mastercard and Visa with pre-authorization functionality, essential for automated fuel dispensers and EV charging. Despite its widespread adoption, Girocard is losing market share in mobility transactions. The company is exploring offline payment capabilities to remain competitive.
With a 38% market share in German eCommerce, Computop sees growing interest in Wero, especially in mobility. Industry leaders emphasize that the success of payment solutions depends on comfort, security, and reach. Wero has potential due to the Pan-European collaboration. But customers decide on the success of payment methods.
If you’re navigating the complexities of mobility payments or looking to innovate in this dynamic sector, our PaymentGenes consultancy team is here to help. With our deep expertise and tailored strategies, we can guide your organization through the challenges and opportunities ahead. Reach out to us today to explore how we can help accelerate your growth and innovation journey!
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Ward Hagenaar and David Núñez Corona from PaymentGenes attended an event featuring experts from Decoded, Mastercard, Stripe, and Entersekt, highlighting key insights into the growing digital payments landscape. The discussions focused on the increasing risks of fraud as payment volumes surge, the need to balance security with a seamless user experience, and the importance of using AI-driven tools and real-time data to prevent fraud early. The event also emphasized the potential for businesses to optimize transaction flows, reduce chargebacks, and enhance profitability through strategic payment optimization.
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At Visa’s Issuer Enabler Open House, industry leaders highlighted key advancements in payments. Revolut is advancing a global retail banking model to overcome traditional barriers, while B2B payments in Europe remain an underutilized growth opportunity. Europe stands out with low fraud rates, driven by secure technologies like 3DS and tokenization, and Visa has enhanced A2A payment security to combat APP fraud. Visa’s partnerships with over 100 EU fintechs and the launch of Visa Flex, a single-credential solution for streamlined card management, reflect its commitment to innovation, integration, and robust security in payments across the region.
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The Adyen Experience event showcased how leading brands like JET, Rituals, and Adyen are pioneering new approaches in payments. JET shared its recent replatforming to a unified payments system, accelerating new payment method launches and adapting to regional differences like tipping. Rituals focused on enhancing in-store customer journeys with tap-to-pay and tailored recognition features, while Adyen unveiled “Adyen Uplift,” an AI-driven initiative for conversion optimization, alongside practical advice on adopting AI solutions incrementally. This event underscored the importance of strategic, adaptable approaches in payments, inspiring businesses to explore similar advancements.