At the same time, much innovation is focused on a seamless shopping experience for consumers. This is mostly created by making the payment less prominent in the check-out process, and by that less burdensome for consumers, and by linking the payment to other services like e-identification and loyalty programs. Even more innovation and competition are expected with the implementation of PSD2 with Access to the Account and Instant Payments, but also from new players in the international, borderless payments landscape.
