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A bigger threat to the fintech quartet could come from giants in adjacent sectors. Big-tech firms are starting to beef up their own payment apps. Large retailers like Walmart and Target are building their own acquirers and wallets, through which they could give rewards to loyal customers.
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Finally, what is Walmart’s competitive advantage in financial services? Its huge customer base, many of whom are rural and on modest incomes. Many of them will be unbanked or underbanked. These people don’t need particularly whizzy tech. They need deposit services and credit.
So what makes sense is for Walmart to offer core banking services, even if they do it through their web app rather than with bank branches within box stores. A low-cost debit card which allowed customers to take advances on their next pay cheque, a wholly-owned credit card and unsecured personal loans would all make sense.
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Citigroup got it right on one call: Walmart wants to be a super app. As I wrote in an article titled Walmart’s Fintech Ambition: A Super App, Not The ‘Bank Of Walmart’ in March 2021:
“Walmart’s super app opportunity is a lot bigger than just integrating and digitizing its financial services business or deploying its self-service advertising platform for Walmart partners to manage digital ad campaigns.”
The super app opportunity includes integrating Walmart’s: 1) Shopify marketplace; 2) Connect ad platform; 3) health centers; 4) existing investments in eCommerce, logistics, supply chain, and inventory management; and 5) other product and services not currently affiliated with Walmart.
From Walmart’s Money Card Plays A Small Role In Its Quest For Retail Domination:
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In order to pre-empt the threat of competition, the digital-payments firms are expanding their offerings. PayPal has launched buy-now-pay-later, cryptocurrency-trading and credit-card services. On March 8th it said it would buy Curv, a digital-asset-security firm; it bought Honey, a coupon service, last year. It says it wants to become a “super-app” for financial services, and in February told investors it expected to more than double its revenue to $50bn by 2025. Square’s peer-to-peer payment business, Cash App, has evolved into a digital bank enabling users to buy bitcoin, trade stocks, receive paycheques and use a debit card. It now has 36m users, up from 7m in late 2017, and brings in 45% of Square’s gross profit. Stripe has started offering working capital and accounts to merchants, in partnership with banks.
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