H-E-B Rolls Out Digital Tap-to-Pay Across Texas Stores

In a move to enhance the shopping experience, H-E-B is introducing digital tap-to-pay services at its stores across Texas. Beginning today, H-E-B will launch a phased rollout allowing customers to make purchases using popular tap-to-pay services such as Apple Pay, Samsung Pay, and Google Pay at flagship locations. The San Antonio area will be the first to experience the new technology, with H-E-B stores in the region expected to be fully equipped with tap-to-pay capabilities within a week.
Following the San Antonio rollout, H-E-B will expand tap-to-pay access to other Texas regions, with all stores expected to have the service by the end of October. This includes Mi Tienda stores in Houston. Once fully deployed, customers can use tap-to-pay technology with both digital wallets and compatible physical cards at registers, self-checkout lanes, H-E-B restaurants, and pharmacy locations. Currently, the service will not be available at H-E-B fuel pumps; however, it will be accepted at fuel station payment windows.
âAt H-E-B, weâre always exploring a broad range of technologies to enhance how customers shop and pay for products,â said Ashwin Nathan, H-E-B Group Vice President of Marketing and Payments. âThis has been one of the most requested services we have received from our customers and Partners, and we are excited to now make this popular technology available at all our H-E-B locations.â
The rollout follows H-E-B’s success in implementing similar technology at Central Market and Joe Vâs Smart Shop locations earlier this summer. The phased approach aims to provide a seamless transition as stores across Texas adopt the tap-to-pay functionality.
With this move, H-E-B reinforces its commitment to modernizing the shopping experience and meeting customer demands for fast, convenient, and secure payment options. As one of Texas’ most beloved grocery retailers, H-E-B continues to lead in the integration of innovative technology to enhance customer service across its locations.