In the US, as top merchants getting bigger, they are able to drive the adoption of cash-like mobile wallets, internalizing more transaction infrastructure, cutting payment networks’ growth & profitability.
We have already seen the success of Starbucks’s mobile order & pay, launched at the end of 2014. The combination of its mobile app, (gift) cards and cash-like value in the app reduces the overall transactions costs of Starbucks purchases. Other benefits like managing the loyalty program and mobile orders/pick-ups makes it the role model that big merchants (like Walmart) wants to follow.
Currently, some merchants are offering co-branded credit cards at the same time. But I think the long-term goal is to promote the usage of their own mobile app and cash (e.g. Starbucks credit card comes with an annual fee that I think is discouraging people from using the card in the long-term but can be used as a market tool for now). They can reduce (most of) the transaction costs and own the data (e.g. payment networks can only touch the reloading part of Uber Cash, but not the transactions made via Uber Cash – no fees, no data).