Wallet

Capital One used to ask us what’s in our wallet. Now, it seems, the question’s more about what is our wallet.

Earlier this week, Amazon and Shopify made the most frenemy agreement possible, bringing Buy With Prime to Shopify in a permanent, scaled manner.

So, not only will there be ShopPay and PayPal and Apple Pay and Google Pay and Affirm and Klarna and Afterpay, there will also be Buy With Prime.

While it’s tempting to think of each of these as cards or payment methods, they’re really vehicles to payment and a storage facility for cards. So, they’re more like wallets.

The funny thing about them is they all sort of make a statement, too.

While physical wallets are occasionally seen and somewhat a statement accessory, these wallets are fairly private. You’re probably not flashing someone which expedited checkout button you’re using.

They do, though, seem to be building different narratives and value propositions in an attempt to stake claim to more GMV, but, perhaps more importantly, transaction data.

So, yes, even your wallet will be marketing to you soon.