The prepaid card ecosystem has recorded consistent growth over the last three to four years across Europe. Driven by increasing shifts to online shopping channels and internet penetration rates, prepaid payment instruments have become the preferred payment choice for most consumers.
Providers are also raising capital to expand their operations in more European markets, to capitalize on the growing trend of digital payments in the region. Overall, PayNXT360 maintains a robust growth outlook for the prepaid card industry in Europe over the next three to four years.

Germany has the highest share of digital payment transactions for in-store shopping across Europe

Along with the growing market share in the online shopping space, the share of digital wallet transactions is also growing in the offline category, with more and more shoppers using the payment method for offline purchases. Across Europe, the trend is increasing. However, it is Germany that is leading the other European countries.

  • According to a report from PYMNTS, 20% of all in-store transactions are completed using digital wallets in Germany. On the other hand, 44% of the overall domestic online transactions are completed using digital wallets. Of the various digital wallets that are available, Germans prefer PayPal, which accounts for 37% of all online transactions in the country.
    This shows that Germany represents a huge growth potential market for PayPal to further pursue its super app strategy. Along with Germany, the preference for digital wallets is also growing among Italians. France is also experiencing growth in digital wallet adoption among consumers. With these trends expected to further continue, PayNXT360 expects the prepaid card industry to record strong growth over the next three to four years.

    Payments firms are funding round to further accelerate their expansion in the European region

    With the European prepaid card market becoming increasingly competitive, firms are seeking to raise capital from venture capital and private equity firms, thereby assisting them to expand their product portfolio and geographic expansion.
  • In September 2022, Satispay, one of the leading mobile payments providers, announced that the firm had raised ?320 million, at a more than ?1 billion valuation. Currently, the firm is serving 3,000,000 users and 200,000 merchants. With the fresh capital, it plans to expand its product portfolio, while also expanding its geographical footprint.
  • In October 2022, GoHenry, a teen-focused prepaid card provider, also announced that the firm had raised US$55 million in a funding round to further drive its growth and geographical expansion. In 2022, GoHenry also acquired Pixpay, a similar fintech firm, to build its presence in European markets such as France and Spain, where Pixpay is the leading player in the segment.
    As the competition continues to grow in the European prepaid card industry, PayNXT360 expects more firms to raise funding rounds. This will further drive innovation in the region, thereby assisting the industry’s growth.

    New players are seeking to enter the European prepaid card market with new product launches in 2023

    The European prepaid card market offers a high and lucrative growth potential. With the industry projected to record strong growth over the next five years, more and more players are seeking to enter the market with new product launches. For instance,
  • In November 2022, Amadeus, the travel technology firm, announced that it is planning to launch a new payments-focused business in the region. The first of its product offering is expected to be a virtual prepaid card.
  • The goal of the new business entity, Outpayce, is to provide clients with a seamless travel payments experience. The firm has already applied for an eMoney license and is awaiting approval from the Bank of Spain.
    With the approval expected to be granted early in 2023, the entry of Amadeus in the European prepaid card industry will further drive competition in the industry from the short to medium-term perspective.

    According to PayNXT360, the prepaid card market (value terms) in Europe increased at a CAGR of 7.6% during 2018-2022. Over the forecast period of 2023 to 2027, the market is expected to record a CAGR of 9.1%, increasing from US$251.53 billion in 2022 to reach US$395.93 billion by 2027.

    This report provides a detailed data centric analysis of prepaid payment instruments, covering spend through prepaid cards and digital wallets across retail and corporate consumer segments. In addition, it provides a snapshot of consumer behaviour and retail spend dynamics in Europe. With over 100 KPIs at country level, this report provides comprehensive understanding of prepaid card and digital wallet card market dynamics.
  • Market dynamics: Provides a comprehensive view on size and structure, industry dynamics, market trends, consumer attitude and behaviour, and competitive landscape in prepaid card and digital wallet industry in Europe.
  • Digital wallet segments: Provides value, volume and average value per transaction across 5 key spend categories in digital wallet. This includes retail, travel, entertainment and gaming, restaurant, and recharge and bill payment.
  • Open loop and closed loop prepaid cards: market estimates and forecasts to assess opportunities 13 open loop and closed loop prepaid market segments. Details four essential KPIs – number of cards in circulation, number of transactions, load value, and value of transactions.
  • Consumer attitude and behaviour: Drawing from proprietary survey results, this report identifies and interprets key prepaid KPIs, including spend by age, gender, and income level.
  • Retail spend: Breaks down retail spend across 11 categories to provide detailed insights on consumer behaviour and changing dynamics of prepaid card spend.


This title from PayNXT360 is a bundled offering, combining one regional and 15 country reports:

1. Europe Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
2. Austria Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
3. Belgium Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
4. Denmark Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
5. Finland Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
6. France Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
7. Germany Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
8. Greece Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
9. Italy Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
10. Netherlands Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
11. Norway Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
12. Poland Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
13. Spain Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
14. Sweden Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
15. Switzerland Prepaid Card and Digital Wallet Business and Investment Opportunities Databook
16. United Kingdom Prepaid Card and Digital Wallet Business and Investment Opportunities Databook