amaysim brings eSIM to brick-and-mortar stores

amaysim is now selling "physical" eSIMs in over 1,000 Woolworths stores nationwide. Rather than including a physical SIM card, amaysim's physical eSIMs simply include a QR code that customers can use to activate their new mobile plan.

eSIM - an electronic SIM or embedded SIM - is a rewritable SIM card that’s built into a cellular device like a smartphone or smartwatch. Unlike a physical SIM, there's no need to pop open a slot or pry off a case to put it in; an eSIM never leaves your phone. Instead, you simply download a "software SIM" from your provider of choice.

While selling virtual SIM cards in a brick-and-mortar store might seem like an odd choice, amaysim Chief Commercial Officer Gerard Witenden told WhistleOut that a significant portion of its customers come from mass-market stores like Woolworths.

"We want to have [eSIM] available to our customers where and when they want to purchase," said Witenden.

amaysim has seen an increased demand for eSIM from customers since it started offering the technology last year.

"We've seen last month just over 50% of our customers in the online funnel choosing eSIM, which is up from about 35% at the start of the year, so you can see the increase in adoption," said Witenden.

amaysim's new eSIMs will be offered side-by-side with its traditional physical SIM cards. The eSIM packs have a very different design so that customers are "well aware of what they're purchasing" and a QR code that links to a compatibility checker on the front.

Witenden says its eSIMs and physical SIMs will coexist in brick-and-mortar retailers for the foreseeable future, as there's still "significant desire for the traditional SIM."

"Customers are still looking for both options."

amaysim hopes to bring the initiative to other retailers in the future.

Witenden also pointed to eSIM's sustainability. amaysim's packs are entirely plastic-free.

"We know from some of the research we did that 70% of Australians value the environmentally friendly elements of eSIMs."

Alex Choros

Managing Editor + Group Telco Editor | X | Instagram | Threads | LinkedIn

Alex Choros is the Managing Editor of WhistleOut Australia and an award-winning journalist. He's been writing about consumer technology for over a decade and is an expert on the Australian telco sector, to the point where he knows far too many phone and internet plans by heart. In addition to leading the WhistleOut editorial team, Alex is responsible for ruining the office Sonos with his troubled taste in music.

Read full bio