I once asked a friend what difference he felt when Georgia first introduced Google Pay. He had been using an issuer wallet from one of the leading banks for years, yet the day Google Pay went live, he deleted it. Why?
“Sound,” he said.
That short confirmation tone after a successful payment.
It’s such a tiny detail, but it made all the difference. That was the moment I realized why global wallets win: they perfect the details that create an emotional connection with users.
Friction in Georgian eCommerce
In Georgia, most eCommerce merchants still don’t support Apple Pay or Google Pay at checkout. Why? Because integration requires additional resources, and card payments are already in place.
But here’s what happens when that choice is made.
Just yesterday, I tried to make a simple online purchase: Added products to my cart -> Reached checkout-> Entered delivery details -> email for confirmation -> Clicked Pay
And then the friction began: No Apple Pay or Google Pay option. No card in hand. I opened my digital bank, passed 2FA, searched for card details, copied the PAN, returned to checkout. Then I needed expiry and CVV2. back again to the bank app. By the time I got it, the checkout page had expired.
I was in a taxi, already at my destination. I dropped the shopping and gave up. One lost purchase. One lost customer.
It made me wonder: Google Pay and Apple Pay only arrived here a few years ago. Are we already not capable to use traditional methods?
Luxury or Necessity?
Today’s consumers don’t think about financial systems. They just want to: Pay instantly, move money get refunds easily. When it works, they hardly notice it. But when it fails – trust is broken, often permanently.
In the digital age, the financial experience is the product. It’s no longer just about back-end processing; it’s about the emotional confidence your brand builds when payments are smooth, fast, and secure.
For years, fast, smart, and flexible payment systems were viewed as a competitive advantage. Forward-looking banks and fintech’s invested in them to differentiate themselves from the competition.
In the digital age of instant gratification and zero tolerance for friction, consumers don’t care whether they’re using a bank, fintech, or app. They only care that: Payments are instant, Data is accurate, Refunds and returns are fast and easy If the system can’t deliver on these basics, it quickly becomes irrelevant.
For businesses, payments are not just back-office operations, they’re a competitive advantage. Imagine a small retailer processing hundreds of daily payments. Hidden fees or slow processing could mean thousands lost each year. Even worse:
A delayed settlement = lost supplier
A missed payroll = demotivated team
A payment failure = negative reviews and lost customers
In short: a modern payment system has become a necessity.
A financial system that delivers great experience builds growth and loyalty. A system that fails creates friction and frustration.
Author: Mariam Gogia