Gap and Bed Bath & Beyond are among a raft of new members to sign up to a consortium of American retailers that is developing its own mobile commerce platform.
Dillard's, Dunkin' Brands, Sheetz and Wakefern Food Corp have also come on board the Merchant Customer Exchange (MCX) venture, joining big hitters such as 7-Eleven, Target and Wal-mart.
MCX is already building what it promises will be a versatile mobile-commerce system, initially focusing on integration between payments and offers.
The consortium is taking on a slew of major players, including Google Wallet, the soon-to-launch telco-led consortium Isis, PayPal and Square.
Dodd Roberts, MCX, says: "Merchants recognise mobile payment adoption will be limited until it can be used where consumers regularly shop. MCX offers unmatched scale, representing merchants with more than $1 trillion in annual sales across nearly every merchant vertical."