Currency exchange booths are seeing a decline in customers as operations increasingly move online. Digital services require significant technical and regulatory compliance, which only well-capitalized operators can meet.
Soso Martiashvili, owner of the “SM Service” network in Tbilisi, said the shift to online platforms has reduced customer traffic by roughly 20%, especially in winter, though summer tourist flows help offset the decline.
“People are using online exchanges, which partially impacts the market. We operate five physical points, and the winter drop is noticeable, while summer tourism balances it out,” Martiashvili told BMG.
High software costs, bank fees, and National Bank requirements hinder digital adoption for smaller operators. Since July 2025, regulations allow cashless operations, but points must meet strict liquidity and capital requirements - including a minimum of 500,000 GEL in starting capital - a standard not feasible for all of the over 700 registered operators.
