H-E-B Launches Digital Tap-to-Pay Service in Texas Stores

LUBBOCK, TX — H-E-B will improve the shopping experience for its customers by rolling out a digital tap-to-pay service at all its stores in the coming weeks. Starting October 7, shoppers will be able to use popular payment options like Apple Pay, Samsung Pay, and Google Pay at select locations.

The rollout will happen region by region, according to a news release, with San Antonio being the first area to receive the new service. H-E-B plans to have tap-to-pay fully operational at all stores in that region within a week. After this initial launch, the service will expand to other H-E-B locations across Texas and Mi Tienda stores in Houston throughout the month.

“At H-E-B, we’re always exploring a broad range of technologies to enhance how customers shop and pay for products,” said Ashwin Nathan, H-E-B Group Vice President of Marketing and Payments. 

“This has been one of the most requested services from our customers and Partners, and we are thrilled to finally make this popular technology available at all our H-E-B locations.

With this new feature, customers can pay using their physical cards or digital wallets at cash registers, self-checkout lanes, and H-E-B brand restaurants and pharmacies. However, the statement noted that tap-to-pay will not be available at H-E-B fuel pumps yet, though it can be used at the fuel station payment window.

H-E-B is keeping pace with the growing trend of contactless payments by adopting digital tap-to-pay services, offering customers a quicker and more convenient way to shop.