OnePay, the fintech venture predominantly owned by Walmart, is set to introduce the capability for its customers to directly buy, sell, and hold bitcoin within its mobile application. This strategic integration is anticipated to significantly broaden mainstream access to bitcoin for U.S. retail consumers. According to reports, OnePay plans to launch this new service later this year, in collaboration with the crypto infrastructure firm Zerohash. Established in 2021 through a partnership between Walmart and Ribbit Capital, OnePay has consistently expanded its offerings, developing into an “everything app” for digital finance. Its current services encompass savings accounts, various cards, buy now–pay later options, and even wireless plans.

By adding bitcoin custody and trading functionalities, OnePay joins a growing list of prominent U.S. fintech leaders, including PayPal, Venmo, and Cash App, all of which already provide avenues for cryptocurrency purchases. This integration will empower OnePay users to convert their bitcoin into traditional dollars for everyday transactions. This flexibility means users could make purchases at Walmart stores or efficiently settle their card balances using their digital assets.

One of OnePay's key advantages lies in its deep connection to Walmart’s extensive ecosystem. With Walmart serving approximately 150 million weekly U.S. shoppers, OnePay's Bitcoin offering is uniquely positioned to reach a significantly wider audience compared to its rival applications. The timing for this expansion appears favorable for OnePay; its mobile app currently ranks as the No. 5 free finance app in Apple’s App Store, surpassing established names such as JPMorgan Chase, Robinhood, and Chime.

This move by OnePay reflects a broader trend within the fintech sector, where an increasing number of platforms are embracing cryptocurrencies. Many of the apps that outrank OnePay in the App Store, including PayPal and Cash App, already incorporate some form of bitcoin trading. For instance, in July, PayPal announced its decision to enable U.S. small businesses to accept over 100 cryptocurrencies, including bitcoin, via its online payments platform, offering competitive promotional fees for merchants.

Although OnePay operates as a distinct entity, its inherent strength is derived from its seamless and deep integration into Walmart’s vast and well-established retail network. This integration is evident at various customer touchpoints, with OnePay appearing directly at checkout both online and in physical stores. Such an unparalleled level of distribution positions OnePay as one of the most accessible entry points for everyday Americans to engage with bitcoin, underscoring Walmart’s evolving perspective on bitcoin as an integral component of mainstream commerce.

Beyond its upcoming cryptocurrency features, OnePay provides a comprehensive suite of financial tools. This includes a digital wallet for convenient payments and rewards, OnePay Later—a buy-now-pay-later service powered by Klarna—and OnePay Cards, which offer both a debit card and a rewards credit card that allows users to earn points on their purchases. In addition to bitcoin, the app will also support trading in Ethereum.