Walmart's OnePay to Introduce Crypto Trading and Custody: A Retail-Driven Revolution in Mass-Market Adoption

In a bold move to redefine the intersection of retail and finance, Walmart's fintech arm, OnePay, is set to launch cryptocurrency trading and custody services for Bitcoin (BTC) and Ethereum (ETH) in its mobile app by late 2025. This initiative, facilitated through a partnership with crypto infrastructure startup Zerohash, marks a pivotal step in Walmart's broader strategy to transform OnePay into a U.S. "super app" that merges traditional banking with digital finance, according to

. By embedding crypto into the daily lives of its 150 million weekly U.S. shoppers, Walmart is poised to accelerate mainstream adoption and challenge the dominance of traditional financial institutions and fintech rivals.

The Super App Strategy: Integrating Crypto into Everyday Finance

OnePay's crypto features will allow users to buy, sell, and store Bitcoin and Ethereum directly within the app, with the added flexibility to convert holdings into cash for in-store or online Walmart purchases or to pay off card balances, as reported by a CryptoNews report. This seamless integration of crypto into retail commerce mirrors the success of global super apps like WeChat, which combine financial services with e-commerce and social networking. By leveraging its existing suite of services-including high-yield savings accounts, credit cards, and buy-now-pay-later (BNPL) loans-OnePay is positioning itself as a one-stop shop for consumers, blurring the lines between digital assets and traditional finance, as CoinPedia reports.

The partnership with Zerohash, a startup specializing in secure crypto custody and trading infrastructure, underscores Walmart's commitment to addressing security concerns that have historically hindered mass adoption. Zerohash's technology ensures that users' crypto assets are stored in institutional-grade wallets, mitigating risks associated with hacks or mismanagement, according to a CryptoBasic report. This infrastructure not only enhances user trust but also aligns with growing regulatory scrutiny, as U.S. financial authorities increasingly demand robust safeguards for crypto platforms.

Retail-Driven Adoption: Walmart's Unmatched Reach

Walmart's retail dominance provides a unique advantage in driving crypto adoption. Unlike standalone crypto exchanges or fintech apps, OnePay's integration with Walmart's ecosystem creates a tangible use case for digital assets. For instance, a user could earn Bitcoin through a referral program, convert it to cash via the app, and immediately use it to buy groceries-a process that eliminates the abstract nature of crypto transactions and ties them to real-world value, highlighted in a CNBC report.

This approach addresses a critical barrier to adoption: utility. While platforms like PayPal and Cash App offer crypto trading, they lack the retail infrastructure to convert digital assets into everyday spending. Walmart's 5,000 U.S. stores and 150 million weekly shoppers create a network effect that could rapidly scale crypto usage. As stated by a CoinCentral report, "OnePay's ability to convert crypto into cash for Walmart purchases could make digital assets as practical as cash or credit cards for millions of Americans."

Disrupting Traditional Financial Institutions

The launch of OnePay's crypto services signals a direct challenge to traditional banks and fintechs. Major competitors like JPMorgan Chase, Robinhood, and PayPal already offer crypto trading, but Walmart's retail-centric model introduces a new dimension of competition. By combining financial services with retail, OnePay can capture user attention and spending at the point of sale-a strategy that traditional banks, constrained by regulatory and operational limitations, struggle to replicate.

Moreover, OnePay's rapid rise in the App Store rankings-ranking fifth among free finance apps in 2025-demonstrates its growing appeal. This positions Walmart to leverage its 150 million retail customers as a ready-made user base for crypto, bypassing the need for aggressive marketing campaigns. As noted by CNBC, "OnePay's access to Walmart's customer base gives it a competitive edge over fintechs that rely on organic growth."

Regulatory and Institutional Tailwinds

The timing of OnePay's launch aligns with a favorable regulatory environment. In 2025, the U.S. Securities and Exchange Commission (SEC) has shown increased openness to multi-service financial platforms, provided they adhere to stringent compliance standards. Walmart's partnership with Zerohash, which already complies with institutional-grade security protocols, ensures that OnePay's crypto services meet these expectations.

Institutional interest in crypto also provides a tailwind. Major asset managers and corporations have begun allocating portions of their portfolios to Bitcoin and Ethereum, signaling growing acceptance of digital assets as a legitimate asset class. OnePay's integration of crypto into everyday finance could further normalize its use, much like how mobile payments transformed cash transactions in the 2010s.

Conclusion: A New Era for Finance and Retail

Walmart's OnePay is not merely expanding its fintech offerings-it is redefining the role of cryptocurrency in the modern economy. By embedding crypto into the retail experience, Walmart is creating a bridge between digital assets and everyday commerce, a feat that traditional institutions have yet to achieve. As the fourth quarter of 2025 approaches, investors and consumers alike will watch closely to see how this retail-driven crypto integration reshapes the financial landscape.