Vilnius-based payments company CoinGate reports European businesses are largely unaware they are losing cryptocurrency customers. The company, licensed under both MiCA and as a Payment Institution, suggests the technological hurdles for crypto payments are now less significant than the issue of customer retention. This loss is attributed to a migration of crypto users towards more user-friendly platforms and regions with clearer regulatory frameworks. CoinGate highlights that businesses need to adapt to evolving customer preferences and regulatory changes to remain competitive in the crypto payments space. The firm suggests a lack of awareness regarding these shifts is hindering European businesses’ ability to capitalize on the growing crypto market. Ultimately, businesses failing to address these issues risk being left behind as the crypto landscape matures and competition intensifies.