Zurich, August 22, 2025 – Switzerland’s largest retailer, Migros, has officially embraced cryptocurrency by introducing Cryptonow Bitcoin gift cards across its nationwide store network. The launch marks a significant milestone in the mainstream adoption of digital assets in the country.
This is another step in our mission to make access to Bitcoin simple, secure, and part of everyday retail in Switzerland.
With this move, millions of Swiss shoppers can now purchase Bitcoin as easily as they buy groceries. The gift cards, developed by Värdex Suisse AG, a regulated financial intermediary, can be redeemed online and transformed into Bitcoin. Each card doubles as an offline wallet, providing users with cold storage — widely considered the safest method of holding cryptocurrencies.
The step is seen as a breakthrough in Switzerland’s crypto landscape. Cryptonow cards are already available at more than 4,500 retail outlets, including Coop, Lidl, MediaMarkt, and Swiss Post branches. The addition of Migros, however, brings unprecedented reach, embedding Bitcoin into everyday consumer life.
Lowering the Barrier to Entry
For newcomers, the cards eliminate the need for a digital exchange account or complex onboarding procedures. A simple purchase at Migros offers an easy gateway into Bitcoin investment, making the process as seamless as topping up a prepaid phone card.
A Retail Trend in Motion
The popularity of Cryptonow has surged since its 2020 launch, with the solution recording more than 300% annual growth. Its expansion into Migros reflects both growing consumer demand and Switzerland’s openness to integrating digital assets into the retail environment.
What It Means for Switzerland
Migros’ decision signals that cryptocurrencies are moving firmly into the mainstream. With Bitcoin now available alongside everyday goods, Switzerland strengthens its reputation as a global hub for crypto innovation. Industry observers suggest that other large retailers could follow Migros’ lead, further expanding access and cementing crypto as part of everyday commerce.
