Eshpay (payment service)

History

2025: Launch in the entire VkusVill chain of stores

The VkusVill retail chain has expanded the functionality of its own payment service EshPay, making it available at self-service cash desks throughout the retail network. The omnichannel tool for paying for purchases with a bank card linked to the company's mobile application celebrates its first year of operation and demonstrates growing popularity among buyers. The expansion of functionality was announced on July 22, 2025.

The payment system allows buyers to pay for goods without physically using a bank card through the retailer's mobile application. The technology saves cashback from the bank and reduces the time for a payment transaction by five times - two clicks on the device screen are enough to complete the purchase.

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Фото: Vkusville

The service ensures performance even in case of technical failures of trading acquiring, since it uses Internet acquiring. This reduces the number of outstanding transactions due to technical problems with payment equipment in retail outlets.

The EshPay security system is built on encryption technologies without saving personal data and payment details of buyers. Each transaction uses unique one-time QR codes, which eliminates the possibility of reusing payment information.

Access to the payment service is provided to all holders of the VkusVill loyalty card. To activate the feature, you must add a credit card or Express Checkout account to your retailer's mobile payment methods.

The payment procedure at traditional cash desks involves scanning a QR code for authorization through the application and notifying the cashier of his intention to use EshPay. At self-service terminals, the buyer must log in using a QR code or SMS, and then select the appropriate payment method on the device screen.^[1]

2024: Service launch

The large Russian retail chain VkusVill announced the launch of a new payment service Eshpay. This became known in mid-July 2024. The omnichannel tool allows customers to pay for purchases in one click by scanning the QR code through the company's mobile application.

The new payment system is available in all stores of the chain and reduces customer service time at the checkout by 20-25%. At the same time, customers retain the ability to receive cashback using bank cards, which makes Eshpay attractive to more than 70% of users.

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Фото: Logistics.ru

To use Eshpay, the buyer must inform the cashier about the choice of this payment method, log into the VkusVill mobile application and scan the QR code at the checkout. The funds are debited from the card linked to the user's account in the delivery service.

Maxim Govorkov, head of the Eshpay development project, noted that the new payment method improves the omnichannel user experience and increases the comfort of the shopping process for both customers and store employees.

Before the official launch, Eshpay went through a phase of closed testing on a pilot group of users. The collected reviews and proposals made it possible to improve the service. The usability of Eshpay was praised by parents who were able to better control their children's spending.

VkusVill pays significant attention to the development of digital technologies in retail. According to the AWG and Data Insight study "OMNI RETAIL RATING 2022-2023," the company holds a leading position among omnichannel retailers. The share of online sales of VkusVill is about 50%, and the company's mobile application is used daily by more than 800 thousand people, including when shopping in offline stores.^[2]

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