Connected Cars Could Steer the Next Shopping Decision

Waymo, a fully autonomous ride-hailing service, has introduced a transit rewards program that connects a rider's payment method to their transportation choices. By linking a Visa card to the Waymo app, Bay Area riders can earn $2.85 in Waymo Cash when they use that card for both a Waymo trip and public transit within two hours. This program marks the beginning of a broader trend where payment credentials can connect various activities within a journey, rather than treating each transaction separately.

Similar initiatives are emerging in the mobility sector, such as Paythru Visa's fleet wallet, which allows drivers to pay for EV charging, parking, and tolls through a single Visa credential. Mastercard and ryd have also launched a European fleet payment system that covers various fleet expenses. These developments signal a shift in how commerce can be organized around the vehicle, driver, and trip, leveraging data such as location, route, and vehicle status.

The integration of offers and rewards within connected cars presents opportunities for merchants to influence the driver's decisions, such as where to stop, what to buy, and which payment method to use. However, the division of control among banks, payment networks, wallets, mobility services, and merchants ensures that customer interfaces remain valuable without granting automakers or mobility platforms control over the underlying card accounts.