The first time I read "US store X supports Apple Pay or Google Pay now" I was really confused. I didn't know that was a thing. Here (NL) contactless payments works with every debit card, physical or stored Apple Google/Pay, in every store. There is no difference between payment providers, everyone offers contactless payments and it works with every bank.

(The only exception are credit cards, but they are not used a lot, mostly for online purchases outside The Netherlands or when renting a car abroad.)

It is one of these instances where « let the market decide » is not necessarily the best option on the long run.