I probably make most of my purchases with a very small group of retailers - for example, in terms of number (not value) of transactions, the sandwich shop by my work and the corner shop by my house probably account for 80% of my offline transactions. (I go to the supermarket about once a week, and although I tend to buy more, that's all in a single transaction.)
If you could sign up those merchants, and give me a compelling reason (convenience, discounts, rewards) to use your payment app, it might not matter that I couldn't use your payment app on those rare occasions that I go shopping somewhere else.
Just a thought. (I'm not in the payment industry.)