Walmart is preparing to launch cryptocurrency to its massive retail ecosystem. Its fintech subsidiary, OnePay, will launch support for Bitcoin and Ethereum trading, custody, and payments in 2025, according to sources familiar with the development.
The initiative positions Walmart as the first American retail giant to embed digital assets directly into a consumer finance app. OnePay, already used for shopping and payments, is set to evolve into a full-scale financial “super app” with crypto at its core.
Infrastructure and launch timeline
The new crypto features will be powered by Zero Hash, a regulated infrastructure provider specializing in digital asset custody and trading. The rollout is expected by Q4 2025, giving OnePay users access to buy, hold, and sell Bitcoin and Ethereum, as well as convert crypto balances into U.S. dollars at checkout.
Unlike traditional crypto exchanges, OnePay will tie digital assets directly to Walmart’s retail footprint, potentially allowing shoppers to use Bitcoin and Ethereum balances for everyday purchases.
Strategic significance
Walmart’s move highlights the growing intersection of mainstream retail and digital finance. With more than 200 million weekly shoppers, Walmart has the scale to normalize cryptocurrency adoption far beyond the reach of fintech startups.
However, users should be aware that crypto balances on OnePay will not be FDIC or SIPC insured, exposing them to potential risks. Walmart will also need to meet strict KYC and AML requirements as regulatory oversight increases.
Market impact
The move by Walmart to enable Bitcoin and Ethereum trading could have far‑reaching effects on both the retail and cryptocurrency landscapes. It may encourage other large retailers to explore crypto integration, accelerating mainstream adoption. For investors, this could signal growing confidence in digital assets as viable payment and investment options. Additionally, Walmart’s scale could help reduce entry barriers for new crypto users, introducing a broader audience to blockchain technology. As the regulatory environment for cryptocurrencies continues to evolve, such initiatives may influence policy discussions, making retail crypto trading a key focus for industry stakeholders.
Competitive landscape
Walmart will enter a crowded space that includes PayPal, Robinhood, and Cash App, all of which already offer crypto trading. But Walmart’s unmatched retail reach and customer base give OnePay a unique edge.
