[heartbeats]

> Great, except each country is tiny and cross-border commerce common, so you end up having to implement all of them…

Yes, and this can be done by software firms. You don't need to roll your own solution, but taking the payment networks' fees out of the equation drastically reduces costs.

> I'm not aware of any payment provider that gives me all European networks, but not credit cards.

That's true, since most sellers can access credit cards. But for EU-only sellers of "sensitive products", of course there is a market. (It's an open question if people on the MATCH list can use those payment providers as long as they don't accept cards.)

> Together with 95% of your customer base, realistically.

Most people where I live are comfortable using mobile payments and use it on a regular basis. I see mainstream retailers offering to take it (alongside cards) very often.