SaaS company Voyado has announced the acquisition of WasHere, a Swedish provider of digital membership card solutions for Apple and Google Wallet. As mobile wallets become a major customer touchpoint globally, tap-to-pay continues to shape customer expectations for speed and convenience. The acquisition is part of Voyado’s long-term European growth and product strategy, following the company’s majority investment by Viking Global Investors earlier this year.
Low in-store identification remains a major barrier to delivering personalisation at scale, with many retailers identifying fewer than 30 per cent of shoppers in-store. By integrating WasHere’s wallet offering into its broader customer experience suite, with native loyalty capabilities, Voyado will give retailers a fast and seamless way to bridge offline and online experiences while collecting richer first-party data at the point of sale.
Founded in 2023, WasHere has rapidly grown its footprint across the Nordics, working with retailers such as XXL, Gant, ZOO.se, Gina Tricot, and Granit. As the wallet channel becomes a new frontier in customer loyalty, Voyado sees significant potential for retailers across Europe to scale smarter, connected engagement strategies.
“Identifying customers in-store has always been a challenge, and it’s one that limits wider personalisation efforts,” said Erica Sandelin Ekelund, CEO of Voyado. “With customer experiences becoming increasingly AI-driven, access to high-quality first-party data is the foundation. Wallet-based loyalty cards make that easier, helping retailers create more relevant, connected journeys across every channel.”
The acquisition brings WasHere into Voyado’s product suite, giving retailers a simpler way to identify more customers, improve data quality, and amplify the impact of their omnichannel strategies.
“Wallet passes are becoming a natural way for retailers to meet customer expectations and strengthen loyalty efforts,” said Niclas Blomqvist, CEO and co-founder of WasHere. “The technology is most powerful when it’s tightly connected to loyalty and customer engagement, bringing payment, identification, and engagement together. Joining Voyado allows us to scale faster and continue evolving the product as the category matures.”
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