European payments: digital euro, free instant transfers… How can you get ahead of the new rules of the game?

The rules of the game for payments in Europe are about to undergo a major transformation. Between the imminent arrival of thedigital euro and the widespread free availability of instant transfers, e-merchants find themselves at a strategic crossroads. To remain competitive and optimize cash flow, it is becoming imperative to reinvent your payment strategy and anticipate these changes.

How can you anticipate the impact of the digital euro and free instant transfers?

These innovations are not mere adjustments; they represent a potential upheaval in consumer habits and financial operations.

The digital euro: a central bank currency within reach

The digital euro is a central bank digital currency (CBDC) project issued by the European Central Bank (ECB). It aims to provide a digital form of the euro that complements cash and bank deposits.

Project timeline 

The final decision on issuing the digital euro is expected after October 2025, with potential implementation starting in 2027.  

Impact on consumers

It could offer a universal, secure, and privacy-respecting digital payment solution accessible to everyone, even those without a traditional bank account. This could increase financial inclusion and provide an alternative to private payment giants.

But public adoption remains a key condition. In March 2025, the European Central Bank published a study based on a survey of 19,000 people across 11 eurozone countries. Respondents expressed strong expectations regarding transaction privacy. Transparency regarding terms of use, personal data protection, and the guarantee of clear caps on holdings are among the factors deemed decisive. The study also reveals a marked preference for a solution that is simple to use and easily integrated into current payment habits.

The digital euro will only thrive if it earns the trust of citizens and proves that it offers real added value compared to existing solutions.

Impact on e-merchants

The digital euro could simplify cross-border payments within the eurozone, reduce transaction fees (potentially those linked to current intermediaries), and offer a new direct payment channel. It could also influence competition by providing a strong public payment option. Its adoption will depend on its ease of use and the incentives put in place.

Free instant transfers: a new standard

The European regulation on instant payments, which came into force in April 2024, makes instant euro transfers mandatory and free of charge (or at the same price as a standard transfer) for banks in the eurozone. This measure aims to promote the widespread adoption of this technology.

Since January 9, 2025, banks in the eurozone have been required to allow their customers to receive instant transfers at no extra cost, or at the same price as a standard transfer. Starting October 9, 2025, they will also be required to offer the ability to send instant transfers under the same conditions.

This new rule, stemming from European Regulation 2024/886, aims to make instant transfers the standard and more accessible to everyone. 

Impact on consumers

This makes bank payments faster and more convenient for online purchases, reducing wait times for transaction confirmation.

Impact on e-merchants

Optimized cash flow : immediate receipt of funds (24/7) allows for better cash management and faster access to liquidity.

Reduced costs : potentially, this could lower costs associated with card payments or other intermediaries if free instant transfers become a common payment method on e-commerce sites.

New use cases : payment initiation (offered by SlimPay, GoCardless, Fintecture), payments via link or QR code, accelerated refunds—all these use cases streamline the customer journey, facilitate instant refunds, improve order management, and can encourage new forms of direct payment via payment initiation.

In the face of these changes, a proactive strategy is essential. Your payment system architecture must become more agile.

How can you adapt your payment strategy?

Payment orchestration

Flexibility above allAdopting a payment orchestration solution is key. Rather than managing complex, direct integrations for every new method or regulation, an orchestration platform like Purse allows you to:

• Connect easily : thanks to Purse's single API, you can activate over 80 PSPs and payment methods through one entry point, without technical complexity.
• Dynamically manage eligibility : adapt the methods offered based on the country, product, amount, and specific rules for the digital euro or Wero.
• Optimize financial flows : Centralize reporting and reconciliation, even with multiple payment sources.
• Will allow you to easily add the digital euro to your payment strategy.

Integration strategies for e-merchants: collaborating with payment service providers (PSPs) or using payment orchestration solutions is essential to facilitate the adoption of these new methods.

Focus on Open Banking and the EPI 

The digital euro and instant transfers integrate perfectly into the Open Banking ecosystem, offering e-merchants opportunities for faster and more secure payments. Open Banking allows third-party applications to access bank data (with customer consent) and initiate payments directly from a bank account, with instant transfers following this same logic.  

The EPI (European Payments Initiative) is an ambitious project aimed at creating a unified pan-European payment solution for in-store, online, and peer-to-peer payments. It seeks to compete with American giants and is expected to use instant transfers as its backbone.

Wero is the brand name for the EPI's payment solution, developed by a consortium of European banks. It is intended to become a credible European alternative to PayPal, Visa, and Mastercard.  

Update : Wero was launched in 2024 in Germany and Belgium for peer-to-peer (P2P) payments, and its rollout in France also began in the fall of 2024. The launch for online e-commerce payments is scheduled for summer 2025 in Germany, followed by Belgium in October, with a rollout in France expected in early 2026. 

Implications for e-merchants : integrating Wero could become a major asset for targeting the European market with a native, reliable, and potentially more cost-effective payment solution. It would embody European sovereignty in the payment sector.  

Vigilance : The rollout pace of Wero and its adoption by consumers and banks will be critical. We will need to monitor its deployment and popularity to determine the best time to integrate it.

Digital sovereignty issues and challenges

The digital euro and Wero aim to reduce Europe's reliance on non-European payment systems like Visa, Mastercard, or PayPal, thereby strengthening European digital sovereignty. However, technical and adoption challenges remain. Upgrading banking infrastructure, managing cybersecurity risks, and the need for consumer education are crucial to fostering the adoption of the digital euro and Wero.  

Conclusion: Payments as a driver for future growth

The European payment ecosystem is undergoing a major transformation. The digital euro and free instant transfers are not distant prospects, but realities that require preparation. For e-merchants, anticipating these changes and turning them into opportunities is essential to optimize cash flow, improve the customer experience, and remain competitive.

Sources

1. European Central Bank - The digital euro
2. European Commission - The digital euro
3. Council of the European Union - The Council adopts a new law to make instant payments available to all citizens and businesses in the EU and the EEA
4. European Payments Council (EPC) - SEPA Instant Credit Transfer
5. Wero - Wero Wallet
6. European Payments Initiative (EPI) - European Payments Initiative
7. European Banking Authority (EBA) - Revised Payment Services Directive
8. Statista - Digital payments in Europe

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