The Ecommerce Germany editorial team analyzes new data from the EHI Retail Institute, revealing that mobile payments reached 19.3% of all cashless retail transactions in 2025. This figure represents a jump from 12.8% in 2024. The data signals a shift in consumer behavior within a market known for its reliance on physical currency.
The trend reflects a transformation in the German retail landscape. Cash revenue share dropped to 32.3% in 2025. Meanwhile, card-based and digital payments now command 65.1% of retail sales. This volume totals approximately €328.6 billion.
Smartphone Usage Gains Market Share
Increasing use of smartphones and smartwatches drives mobile payment adoption. According to the EHI study "Payment Systems in Retail 2026," mobile options now account for 9.3% of the approximately 20 billion annual retail transactions in Germany. This growth indicates that digital wallet convenience outweighs long-standing privacy concerns and a cultural preference for cash.
For the affiliate and performance marketing industry, this shift allows companies to bridge the gap between online discovery and offline conversion. Mobile wallets often serve as the final touchpoint in a consumer journey. These journeys frequently begin with an affiliate link or a social media promotion.
Data Attribution and Loyalty Integration
The migration toward digital interfaces changes the power dynamic at the checkout. The customer interface is moving toward technology platforms and device manufacturers instead of banks. This platformization allows for integration of loyalty programs and personalized offers directly within payment apps.
Retailers now face pressure to update infrastructure to support contactless methods while managing transaction costs. For performance marketers, this infrastructure provides a cleaner data trail. When a customer uses a mobile wallet linked to a digital profile, the system attributes an in-store purchase to a specific online marketing campaign with higher accuracy.
Influence of International Debit Cards
Despite the digital climb, cash remains for micro-transactions and smaller daily purchases. However, international debit cards continue to gain share. As mobile wallets become the standard interface, the German retail sector aligns with digital-first markets like the UK or Scandinavia. For stakeholders in the affiliate space, mobile-first strategies must now account for the physical retail environment and the e-commerce store.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
