Same in Germany with the girocard system. Key feature is that there's no real intermediary, it's a standard the banking sector came up with to easily authorise ordinary bank transfers. Online shopping was never an issue in Germany push come to shove you just wire them the money.

And I have no fucking idea why the EPI is launching a whole phone-based system instead/before standardising debit card infrastructure. That app offers literally nothing that I can't already do with my card and bank app on my phone short of a wallet and why the hell would I want that I already have a giro account. And why would I want to send money to a telephone number instead of an IBAN. What kind of stuff are those people on that they think that's a feature.

But at least the general structure of the EPI is similar to how girocard came about: A consortium of banks, public, cooperative, private, coming up with interoperability standards. Germany has like 1400 banks (and that's after a lot of mergers), most of them only serving a district or larger town and surrounding villages for those there was never an alternative to working with each other and the over-regional banks jumped on to not be left out.

Sometimes, all you need is some marketing. E.g. it's been possible to print out a QR code with your account info so you can receive transactions at a flea market for ages (in lieu of having your phone display it and people scanning from there), and ever since SEPA instant payment it's basically cash, as far as the seller is concerned.