New attention platforms create the opportunity to re-negotiate market share and consumer behavior in open frontiers. Mobile commerce leverages the increasing attention spent by users in phones to design elegant and high-conversion shopping experiences for anything from clothes to food. Nowhere has this been more successful than China where such shopping and lifestyle experiences are augmented by financial services after the onboarding of a few million customers, making the experience stickier -- a great example of this is China's version of Uber called Didi Chuxing which sells insurance, loans, and wealth product to its 550 million users via its app.
We have highlighted before how eCommerce giant Alibaba's financial arm called Ant Financial has partnered with 7,000 Walgreens locations in the US on accepting Alipay. The business rationale is that Chinese tourists abroad are used to paying with QR codes on their mobile phone and do not have credit cards. This initiative would make the lives of that target audience easier. Tencent's multi-purpose messaging, social media and mobile payment app WeChat Pay seems to be following in its competitor's footsteps, announcing its plans to grow its cross-border business into Europe, in hopes of capitalising on over 16 million Chinese tourists who visit the region each year. The Chinese mobile payment app has already begun to expand its list of merchants within Europe with two of the first examples being Paris-based department store Le BHV Marais, and Schiphol Airport in Amsterdam.
But why should WeChat Pay bother with Western markets? Firstly, 32% of the transactions made by tourists abroad were with a mobile phone in 2018. Additionally, 90% of Chinese tourists admitted that the lack of merchant support in destinations abroad prevented them from using mobile payments. Therefore, growing its merchant network abroad will help boost volumes by a considerable amount. Secondly, mobile wallets pose a direct threat to card networks competing in Europe such as UnionPay, Visa, and Mastercard, who miss out on large chunks of transaction fee revenue as more consumers are enticed by WeChat Pay and Alipay's attractive fees, ease of use, and overall stickiness. In China, such benefits have culminated in 92% of consumers using either Alipay or WeChat Pay.
Another point we love to make is that the presence of such QR-code based payment platforms would train western staff in retail locations to use QR-codes to process value transfer. Tokenized digital finance enabled by QR-coded mobile wallet platforms -- from key management to open banking to cryptocurrency -- becomes second nature to these new consumer bases. So would it be wrong to cheer these platforms on?