Visa Colombia Expands Digital Payments Adoption and Workplace Inclusion
In Colombia, the momentum behind contactless transactions has grown rapidly, underscoring a broader shift toward digital payments among both shoppers and merchants. A senior executive from Visa in the country noted that contactless activity rose by roughly 200% in the most recent year compared with 2020, signaling a decisive move toward faster, safer, and more convenient payment experiences for everyday business and consumer needs.
Visa describes a clear upward trajectory in the use of digital payment methods across the region. The company observed steady demand for contactless payments, peer-to-peer transfers, and digital wallets, with users increasingly favoring these options in physical stores as well as online. The expansion of messaging-app enabled payments further illustrates how everyday transactions are becoming progressively seamless and integrated into daily routines. Colombia mirrors this regional trend, reflecting a larger consumer base embracing modern, contactless solutions and digital wallets as standard practice rather than a niche option.
Market research from Visa’s fourth wave of its Consumer Mindset survey reveals notable interest across Latin America and the Caribbean in innovative payment features. A significant portion of respondents expressed interest in contactless methods (57%), digital wallets for in-person purchases (48%), and online shopping transactions (45%). This paints a picture of a region moving toward frictionless commerce where speed and convenience shape daily purchasing decisions.
Beyond basic payments, consumers expressed interest in expanding the digital toolkit that supports their increasingly connected lives. Nearly half of respondents showed appetite for a mobile app enabling international transfers, while almost the same share valued digital identity tools that help protect personal data and verify purchases. Interest also extended to emerging delivery technologies such as drones and autonomous delivery robots, with a notable portion of the population open to voice authentication as a means to confirm orders and secure transactions at the point of delivery.
On the leadership and workplace side, Visa highlighted progress toward greater gender balance in the regional operations and leadership ranks. It was noted that nearly half of Visa’s total workforce in Latin America and the Caribbean is female, and several of the region’s largest markets are led by women. The company also pointed out a meaningful representation at the highest level, with multiple senior roles held by women across global leadership. This commitment is presented as part of a broader effort to foster a diverse and inclusive corporate culture that supports stronger decision-making and innovation.
These developments reflect Visa’s broader strategy to accelerate digital payments adoption while promoting inclusive leadership and workforce diversity in the Americas. The focus on safe, convenient, and accessible payment options aligns with growing consumer expectations for seamless financial experiences in both everyday and cross-border contexts. The company’s ongoing investments in digital infrastructure, identity protection, and user-friendly features aim to support a more connected and efficient economy across Canada, the United States, and broader North American markets.
In summary, the latest findings show an undeniable shift toward digital-first payments in Colombia and the wider Latin America region. The combination of stronger contactless usage, expanded digital wallets, and user-driven demand for enhanced security features demonstrates a landscape where technology is reshaping how people pay, transfer money, and receive goods and services. This trend is reinforced by leadership initiatives that emphasize inclusion and diversity as engines of growth and innovation within the payments ecosystem.
Note: This discussion consolidates insights from Visa’s regional market observations and the Consumer Mindset survey conducted across Latin America and the Caribbean, with a focus on how these themes translate to Colombia’s evolving payments environment.