YPF established a dedicated digital unit last year—YPF Digital—which now oversees the app and other digital operations. YPF app integrates YPF’s loyalty program and features an online store where users can redeem points for products. YPF sees further growth in financed purchases, insurance services, and extending the virtual wallet for payments beyond the YPF network.
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YPFYPF Accelerates Digital Transformation with Enhanced Customer-Focused Solutions
Argentina’s national oil company, YPF, is ramping up its digital transformation efforts by sharpening its focus on customer-centric digital assets.
One key initiative is its mobile payment app for service stations, originally launched in 2019. Recognizing the need for a more efficient approach, YPF established a dedicated digital unit last year—YPF Digital—which now oversees the app and other digital operations.
“The dynamics of digital businesses are defined by speed and agility,” said Mauro Cercos, CEO of YPF Digital, in an interview with BNamericas. “We recognized an opportunity to enhance efficiency.”
The app has seen significant traction, processing over 5.1 million transactions in October and boasting more than 3 million active users. It is currently accepted at all 1,600 YPF service stations nationwide.
While the app has evolved into a robust platform, Cercos noted that relying solely on payment processing—used by customers only a few times per month—“isn’t sustainable in the long term.” To address this, YPF plans to expand the app’s features to better meet customer needs.
“Our user experience team identifies opportunities and develops solutions to drive fuel sales, improve operational efficiency, and enhance productivity,” Cercos explained. “The focus is on understanding customer needs and learning from them quickly.”
Since its launch, the app has introduced several new functionalities, including:
- A non-banking virtual account
- Pre-purchase management at Full convenience stores
- Vehicle maintenance service reservations
Additionally, the app integrates YPF’s loyalty program and features an online store where users can redeem points for products. The program, which recently expanded to allow customers to earn points regardless of their payment method, now has 4 million members.
Looking ahead, YPF sees further growth opportunities, including financed purchases, insurance services, and extending the virtual wallet for payments beyond the YPF network. While Cercos did not disclose specific plans, he emphasized the company’s commitment to developing a minimum viable product to gather quick user feedback and iterate accordingly.
Currently, YPF Digital is also rolling out a digital tipping feature across its network.
The shift toward digital payments continues to gain momentum in Argentina, where eight out of 10 adults now use digital wallets. At YPF service stations, three out of every 10 payments are already made using some form of digital wallet—a number expected to grow as YPF Digital continues its expansion.
Source: GLO
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