Walmart-Backed OnePay to Add Bitcoin and Ethereum Trading in Super App Push

Walmart’s fintech venture OnePay is preparing to introduce cryptocurrency services in its mobile app, thereby expanding its push to become a U.S. super app.

According to a CNBC report, OnePay will soon allow customers to buy, hold, and sell Bitcoin and Ethereum directly from its app.

The service is expected to roll out later this year in partnership with crypto infrastructure startup Zerohash. By integrating Zerohash’s platform, OnePay can offer secure custody and trading services without having to build the technology from scratch. 

Over the past three years, the fintech has gradually expanded its offerings. Today, OnePay users can access high-yield savings accounts, credit and debit cards, buy now, pay later (BNPL) loans, and even wireless phone plans.

Now, the upcoming crypto service represents the latest step in that journey. Through this addition, OnePay seeks to position itself alongside global super apps such as WeChat, which dominate overseas markets by integrating payments, social features, and financial tools into a unified ecosystem.

Strong Traction in a Crowded Market

Despite being relatively young, OnePay has already made its mark. The app currently ranks No. 5 among free finance apps on Apple’s App Store, surpassing well-established players such as JPMorgan Chase, Robinhood, and Chime.

That success is notable because nearly all of OnePay’s closest rivals already provide crypto services, including PayPal, Venmo, and Cash App. By adding Bitcoin and Ethereum trading, OnePay is closing the competitive gap while strengthening its appeal to younger, tech-savvy consumers.

Walmart’s Built-In Advantage

OnePay benefits from a powerful distribution channel that no other fintech can match: Walmart. The world’s largest retailer serves around 150 million U.S. shoppers each week through its stores and online platforms.

The OnePay app is tightly integrated into Walmart’s checkout systems. This means customers can move seamlessly between shopping and managing their finances. For OnePay, this built-in exposure is a massive growth lever that competitors cannot easily replicate.

At the same time, the company operates as a separate entity. This independence allows OnePay to broaden its reach beyond Walmart’s customer base, targeting millions of Americans who remain underserved by traditional banking institutions.

Crypto Momentum in U.S. Finance

The timing of OnePay’s move reflects a broader shift in U.S. financial markets. After years of hesitation, major banks and financial institutions are beginning to embrace cryptocurrency.

Morgan Stanley, for example, recently announced that it will soon give its E-Trade clients direct access to crypto investments. This decision follows a wider industry trend, as regulatory attitudes toward digital assets continue to evolve.

Meanwhile, Zerohash, OnePay’s partner for crypto services, is also benefiting from this shift. The startup raised $104 million last month from high-profile investors, including Morgan Stanley and Interactive Brokers.

The funding will help Zerohash expand its infrastructure as more banks, brokers, and fintechs seek to integrate cryptocurrency into their offerings.