Moscow, 2 April 2026 – X5 (MOEX: X5), a leading Russian food retailer, and Alfa-Bank have launched Apelsin Pay, a new payment service for purchases at X5’s retail chains. The service automatically identifies members of the X5 Club loyalty programme, and includes a digital wallet as well as a debit card. The service is already available in over 26,500 Pyaterochka and Perekrestok stores across the country. AlfaStrakhovanie and Beeline are also partners in the project.
A single QR code now appears in the mobile apps of X5’s retail chains, serving as both a loyalty card and a digital identifier at checkout. New Apelsin debit cards are automatically linked to the user’s profile and saved as a payment method. Existing customers can add their bank card for payment manually within the app.
To pay at a traditional or self-service checkout, customers simply open the app and show the QR code. The system identifies the loyalty programme member and prompts payment via the linked Apelsin card, with confirmation taking just a few seconds. Transactions via the QR code comply with banking security standards.
With no internet connection required, the QR code enables customers to pay, earn X5 Club points and redeem them all at once. Physical cards are no longer needed for shopping at Pyaterochka and Perekrestok – the full range of payment options is now available in the app. Customers can also top up their Apelsin card via transfer from another account or bank.
“We are not simply launching another payment tool or adding another card to the customer’s wallet. Instead, we are shaping a new consumer behaviour standard for Pyaterochka and Perekrestok shoppers. The Apelsin card is the new norm – a way of paying that makes added benefits a seamless part of the customer journey,” said Mikhail Yartsev, Managing Director at X5 Customer Experience.
When paying with the Apelsin card at Pyaterochka and Perekrestok, customers earn 7% cashback (promotional items excluded). For purchases outside of these chains – for example, at cafes, filling stations or pharmacies (except for other grocery retailers) – the cashback rate is 1%. Subscribers to X5’s Paket subscription service earn increased cashback of 11% at X5 stores and can access a broader choice of favourite product categories. Increased cashback is also available through purchases of partner products or services, such as insurance from AlfaStrakhovanie. The Apelsin card is free and can be issued as a virtual or plastic card. Customers can order it in the Pyaterochka or Perekrestok mobile apps, via the Apelsin mobile app or website (myapelsincard.ru), or through Alfa-Bank’s digital channels.