Apple Pay Is on Over 700,000 European Online Stores. Amazon Pay on Fewer Than 50,000.
Apple Pay is on 700,000+ European online stores, Amazon Pay on under 50,000. Independent stores now get the checkout only marketplaces used to have.
| Online stores where we detect it (presence, not payment volume) | |
|---|---|
| PayPal | 1082265 |
| Apple Pay | 708274 |
| Google Pay | 591619 |
| Klarna | 571950 |
| Shop Pay | 490867 |
| Amazon Pay | 47279 |
First, the internet created marketplaces. Now it is building the tools to compete with them.
In the 90s, buying from a small online shop felt risky. Marketplaces won because they held your card, your address and your trust in one place.
Recently an AI agent found me a product in a small Austrian store. I paid with Google Pay. No account, no forms. Then I talked to the owner directly.
We track 2.6M active online stores in Europe, outside the marketplaces, and we detect payment methods on 1.8M of them. PayPal shows on 1.08M, Apple Pay on 708,000 and Amazon Pay on 47,000.
A store counts when the method shows on its pages or in its checkout. That is presence on stores, not payment volume, and one store usually offers several methods. Where an outside benchmark exists, our numbers land close to it: on Germany's largest online shops, within 3 points of EHI's manual review.
Integration first, modules later
Clayton Christensen described the pattern in The Innovator's Solution: while a product is not good enough, the company that integrates every part of it wins. Once it is good enough, the parts become modules that anyone can buy.
Online shopping in the 90s was not good enough. Amazon fixed it by putting every step in one place: the catalogue, the payment, the trust and, later, the delivery. Today each of those steps is sold separately. A store gets its shop from Shopify, its checkout from Apple Pay, Google Pay and Klarna, its local methods from a payment gateway and its parcels from DHL or InPost.
Amazon Pay is the opposite move: an integrated company selling one of its parts as a module. A store signs up with Amazon for it and Amazon processes the payment, while Apple Pay and Google Pay switch on at the payment provider the store already has.
Platforms switch the wallets on
Most stores with Apple Pay or Google Pay run on Shopify, where Shopify Payments turns both on for the merchant. Shopify also shows payment icons on every page, so wallets are easier to see there than on other platforms.
Outside Shopify, where wallets often appear only at the last checkout step, Apple Pay still shows on 132,000 stores and Amazon Pay on 28,000. The gap is smaller, but it does not close.
It does close where both reach the store the same way. On Shopware and JTL, Germany's own shop platforms, Amazon Pay is a standard plugin, and it shows on as many of their stores as Apple Pay: 24% each on Shopware, 42% against 36% on JTL. Most of the gap is distribution: a method that a platform switches on by default reaches far more stores than one a merchant has to sign up for.
Amazon Pay is not the newcomer either. It dates back to 2007, and Apple Pay only reached Germany at the end of 2018. Among German stores outside Shopify that went online before 2014, the two are level at about 18%. Among those that went online since 2023, Apple Pay shows on 27% and Amazon Pay on 8%.
Shopify also carries its own wallet: Shop Pay shows on 491,000 stores, ten times as many as Amazon Pay.
The largest stores do the integration themselves
| Stores in Europe where we detect it | Of the 1,000 largest | |
|---|---|---|
| PayPal | 1,082,265 | 732 |
| Apple Pay | 708,274 | 468 |
| Klarna | 571,950 | 425 |
| Google Pay | 591,619 | 315 |
| Adyen (payment provider) | 6,267 | 159 |
| Amazon Pay | 47,279 | 68 |
| Shop Pay | 490,867 | 46 |
The top of the market looks different. Shop Pay is on 491,000 European stores but on only 46 of the 1,000 largest. Adyen, a payment provider for large merchants, is on 6,267 stores, yet on 159 of the 1,000 largest. Most websites where we see Adyen are not online stores at all, but restaurant ordering, gambling and service sites. Of those 1,000 stores, 64% run a custom platform and 8% run Shopify.
These stores still use modules - Adyen, Apple Pay, DHL - but they put them together themselves instead of taking a platform's bundle. That is the other half of Christensen's pattern: where checkout is still an edge, the largest merchants do the integration in-house. Apple Pay wins at both ends: it is on 708,000 stores and on 468 of the 1,000 largest.
Germany is the exception
Amazon Pay is a German story. It shows on 13.7% of German stores that show payment methods and on 8.0% in Austria. In every other large market it stays at or below 2%.
| Stores with detected payments | PayPal | Apple Pay | Google Pay | Klarna | Amazon Pay | |
|---|---|---|---|---|---|---|
| UK | 298,453 | 70.1% | 58.0% | 52.2% | 31.1% | 1.0% |
| Germany | 241,313 | 92.1% | 45.6% | 41.3% | 57.5% | 13.7% |
| France | 199,271 | 71.4% | 43.7% | 15.3% | 30.7% | 0.7% |
| Spain | 136,449 | 63.2% | 34.2% | 31.1% | 27.3% | 1.0% |
| Italy | 134,121 | 84.4% | 36.2% | 34.1% | 34.8% | 1.9% |
| Netherlands | 117,074 | 53.7% | 38.3% | 31.9% | 43.1% | 0.5% |
| Poland | 104,412 | 31.3% | 22.6% | 23.1% | 9.5% | 0.2% |
| Switzerland | 45,765 | 62.2% | 41.5% | 35.5% | 35.3% | 1.4% |
| Sweden | 39,391 | 40.7% | 45.9% | 41.1% | 66.6% | 0.6% |
| Belgium | 34,295 | 53.5% | 38.5% | 32.6% | 36.8% | 0.6% |
| Austria | 28,359 | 82.0% | 43.2% | 37.1% | 57.0% | 8.0% |
Even in Germany, Apple Pay shows on more than three times as many stores as Amazon Pay, and PayPal on almost all of them. The gap narrows with size: among the 1,000 largest German stores, Amazon Pay shows on 24% and Apple Pay on 46%. In Germany, Amazon Pay is a method of larger stores. Payment volume points the same way: according to EHI, Apple Pay carried 1.3% of German online revenue in 2025 and Amazon Pay 0.6%. PayPal carried 28.7%. Presence runs far ahead of habit: Apple Pay is on almost half of German stores, but German shoppers still pay mostly with PayPal and by invoice.
Every country has its own champion
Next to the global wallets, each market has a local method that a large part of its stores show: Bancontact in Belgium, iDEAL in the Netherlands, TWINT in Switzerland, BLIK in Poland.
| Home market | Stores where we detect it | % of stores with detected payments there | |
|---|---|---|---|
| Bancontact | Belgium, Luxembourg | 21,292 | 59.0% |
| Multibanco | Portugal | 14,632 | 57.9% |
| Vipps MobilePay | Norway, Denmark, Finland | 38,273 | 56.5% |
| iDEAL | Netherlands | 63,607 | 54.3% |
| MB WAY | Portugal | 12,917 | 51.1% |
| TWINT | Switzerland | 22,271 | 48.7% |
| Dankort | Denmark | 13,984 | 44.2% |
| BLIK | Poland | 45,141 | 43.2% (82%*) |
BLIK shows the limit of looking from the outside. We see it directly on 43% of Polish stores that show payments. Polish payment gateways offer BLIK almost every time we see their checkout, and with those stores counted, BLIK reaches 82%.
Where a local method fixed checkout first, a global wallet has less left to fix. Apple Pay shows on 58% of British stores that show payments, where shoppers used to type in their card, against 38% in the Netherlands, where iDEAL came first, and 23% in Poland, where BLIK did. In Germany PayPal came first: stores offer Apple Pay, shoppers still pay with PayPal.
What this means
- For payment providers: the checkout of independent stores is decided by platforms and gateways. A method that ships inside Shopify Payments or a local gateway reaches stores without a sales team. The largest stores are still won one by one.
- For marketplaces: their own payment button has not followed merchants out of the marketplace, except in Germany and Austria. Where it ships as a standard plugin, merchants do take it; it loses on distribution, and among newer stores.
- For platforms and wallets: when a store is built from modules, the power is likely to sit with whoever owns the module the customer trusts. Today that is Apple, Google, PayPal and Shopify.
The first wave of e-commerce made merchants dependent on marketplaces. The second is giving them a choice.
Methodology
- Stores: 2,622,587 active, verified online stores with a country in Europe (excluding Russia and Turkey), ShopRank data from November 2026. We see at least one payment method on 1,770,092 of them.
- Marketplaces: the domains of large marketplaces (Amazon, eBay, Zalando, Allegro, bol.com and others) are left out.
- What counts: a store counts for a method when the method shows on its pages or in its checkout. One store can show several methods. These are counts of stores, not of payments or payment volume.
- Local methods: counted only in their home markets. Amazon Payments is counted as Amazon Pay.
- The 1,000 largest: the European stores with the highest estimated revenue among those where we see payment methods. We use the estimate only to rank stores.
- Outside check: EHI reviews Germany's 1,000 largest online shops by hand every year. In its 2026 report, Apple Pay shows on 49.0% of them, Google Pay on 32.0% and PayPal on 96.3%. We see payment methods on 796 of the 1,000 largest German stores in our data (marketplaces left out), and among them we find 46.1%, 34.0% and 93.5%.
- Payment volume: EHI, Online-Payment 2026 (revenue by payment method from 172 German retailers, 2025).