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And then there is Amazon:

Amazon Payments has been around since 2013, but PayPal has commanded the lion's share of the market in small business checkout options. While several companies have developed solutions to allow small merchants to accept credit cards online, many customers are still more comfortable using a trusted name, and PayPal is that name more often than not. Amazon Payments works exactly like PayPal, it has similar brand recognition, comparable fees, and many shoppers experience better customer service with Amazon compared to PayPal. Partnering with companies like Shopify or BigCommerce could get Amazon Payments in front of more retailers, driving better adoption. While Payments might not be a huge revenue driver for Amazon, it certainly carries a higher margin than its retail operations.

The one thing that could hold back retailers from using Amazon Payments is that they would have to share data with one of their biggest competitors. Since PayPal isn't affiliated with an online retailer (anymore), retailers don't have to worry about PayPal monitoring their sales and entering the market or ruthlessly dropping prices on similar products to compete. But considering the strong adoption growth over the past year, retailers have decided that it's worth the risk to increase sales conversions, or that Amazon will find that kind of data anyway so it doesn't matter. Amazon has shown a willingness to play nicely with frenemies both large and small, but it's also been known to change its mood drastically. With the new Global Partnership Program, Amazon is poised to capitalize on the momentum behind Amazon Payments.

Amazon Wants a Piece of Every E-Commerce Transaction -- The Motley Fool