Despite deployment of a couple million contactless cards in the UK, the technology has a ways to go before it catches hold. Like elsewhere in the world, the U.S. in particular, UK analysts are noting that it’s not only consumers that need educating about the technology’s benefits, but retailers as well.

According to one observer, just 25% of the people in the UK with a contactless card realize it has that functionality. In addition, retailers are proving reluctant to jump on the contactless bandwagon, despite support from one of the UK’s largest banks. As this article’s headline points out, “Wave and pay is turning into chicken and egg.”