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A Quiet Move That Could Rattle Crypto Adoption
In a move few saw coming, Walmart’s fintech arm OnePay is preparing to offer crypto trading and custody features to its users. As of late 2025, users may be able to buy, hold, and convert Bitcoin and Ethereum directly within the OnePay app. This initiative signals Walmart’s intention to evolve from retail giant toward a full-spectrum financial platform that includes digital assets.

From Retail Giant to Digital Finance Player
OnePay was launched in 2021, backed by Walmart and venture investor Ribbit Capital, with the goal of providing digital wallet services, payments, lending products, and more. Over time it has added debit and credit cards, savings accounts, and buy now pay later options. The next step—crypto support—will place it in direct competition with established fintechs such as PayPal, Venmo, and Cash App. Reports suggest that the crypto service will be powered by infrastructure provider Zerohash.

Why Crypto? The Strategic Logic Behind the Pivot
At first glance, a retailer offering crypto seems odd. But dig deeper and the logic is compelling. If shoppers can convert crypto assets into fiat in one seamless flow, Walmart captures more of the financial value chain. It reduces friction between digital asset holdings and in-store purchases. It positions Walmart as not just a destination for goods but a hub of financial activity. And in an era where margins on retail are squeezed, financial services become higher margin territory.

Mainstream Access, Radical Implications
Because Walmart already touches tens of millions of consumers, this move could democratize crypto access. Many people who have been intimidated by exchanges or technical wallets might find it simpler to begin using crypto within an interface they already trust. The barrier to entry lowers, and that could accelerate adoption among traditionally underserved or uninitiated users.

Regulation and Risk: A Tightrope Walk
Wading into crypto carries risk. Regulatory scrutiny looms large. Compliance with anti-money laundering rules, know your customer mandates, custody safeguards, and reporting obligations will all pose challenges. Walmart and OnePay will need robust systems, clear disclosures, and strong security. Any misstep could invite not only consumer backlash but governmental penalties.

Impact on Competing Platforms
If OnePay succeeds, it could put pressure on existing fintech platforms that depend on crypto volume as a differentiator. New users may gravitate toward OnePay because of its seamless integration with their shopping life. Others will be forced to innovate further—lower fees, increased usability, or bundling more financial services—to compete.

The Roadmap: When and How It Might Roll Out
Although no official launch date has been confirmed, signals point toward a rollout later in 2025. Initial support will likely center on Bitcoin and Ethereum. The platform may permit conversion between crypto and fiat, letting users spend or settle balances directly in Walmart stores or on purchases. Further expansion could include more tokens or integrations.

Challenges That Could Stall the Vision
Execution is not guaranteed. Regulatory delays, licensing hurdles, state-by-state crypto laws, and internal friction are real obstacles. Also, consumer trust is a moat. Walmart must persuade users not only that crypto is safe but that holding assets in its platform is more convenient than alternatives. Any security incident or user losses would harm reputation severely.

A Turning Point for Retail and Crypto Convergence
Walmart’s entry into crypto through OnePay marks a turning point. It blurs the line between e-commerce and financial services in a new direction. If successful, it could help push crypto from niche investment to everyday transaction tool. In doing so, it may accelerate the blending of retail, banking, and blockchain in ways we have only glimpsed so far.