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Retailers are betting on stablecoins. Should consumers care?

July 9, 2025 //  by Finnovate

Stablecoins provide retailers with a means to execute transactions instantaneously, lessen dependency on conventional banks and payment intermediaries, and potentially forge more direct connections with consumers. The e-commerce giant Shopify, for example, already allows merchants to accept USDC, through integrations with Coinbase and Stripe. Walmart is reportedly investigating similar options. Concurrently, Fiserv and other companies are creating stablecoin infrastructure designed for smaller banks and fintech firms. There are additional advantages as well. Through programmable features, merchants can create customizable rewards, cashback in tokens, or temporary discounts triggered by wallet activities.  Without a clear value proposition for consumers during checkout, even well-crafted systems could find it hard to gain traction. Nevertheless, there is ample opportunity for innovation. If merchants can reinvest even a small portion of the $187 billion they save on swipe fees into customer rewards and incentives, that formula might begin to shift. Consider Shopify, which now offers 1% cashback in USDC when customers use stablecoins for payment. Coinbase is reportedly developing systems that would support loyalty programs, credit products, and more, which are linked to stablecoin wallets. If retailers can combine stablecoin payments with enticing rewards, faster refunds, personalized offers, and increased privacy, the value proposition becomes much more attractive.

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