diff --git a/e2e/BITRISE.md b/e2e/BITRISE.md
index 55c8372fb..e08cef9cb 100644
--- a/e2e/BITRISE.md
+++ b/e2e/BITRISE.md
@@ -118,10 +118,15 @@ The `e2e-execute-browserstack-run` workflow fans out one parallel copy per Brows
 
 These secrets are configured in Bitrise.io; they cannot live in the repository. `scripts/setup_storefront_env` reads them to configure the sample app before builds.
 
-| Secret                    | Purpose                                        |
-| ------------------------- | ---------------------------------------------- |
-| `STOREFRONT_DOMAIN`       | Storefront domain for sample app builds.       |
-| `STOREFRONT_ACCESS_TOKEN` | Storefront access token for sample app builds. |
+| Secret                                        | Purpose                                                   |
+| --------------------------------------------- | --------------------------------------------------------- |
+| `STOREFRONT_DOMAIN`                           | Storefront domain for sample app builds.                  |
+| `STOREFRONT_ACCESS_TOKEN`                     | Storefront access token for sample app builds.            |
+| `SWIFT_APPLE_PAY_MERCHANT_IDENTIFIER`         | Apple Pay entitlement for the Swift E2E application.      |
+
+Expose these secrets to pull-request builds. The Swift build fails before Xcode
+when the generated merchant identifier is missing or blank, and never prints its
+configured value.
 
 ## BrowserStack secrets
 
diff --git a/e2e/config/matrix.yml b/e2e/config/matrix.yml
index 739f4363b..9cdad4001 100644
--- a/e2e/config/matrix.yml
+++ b/e2e/config/matrix.yml
@@ -59,6 +59,12 @@ applications:
     app_id: com.shopify.checkoutkit.swiftdemo
     artifact_env: E2E_SWIFT_IOS_APP_PATH
     ready_marker: checkout-kit-sample-ready
+    # This provisioned app carries the Apple Pay entitlement and is checked for a
+    # nonblank merchant identifier before it is built.
+    exclude_tags:
+      - flaky
+      - wip
+      - full
     changed_files_filters:
       - swift
       - protocolSwift
diff --git a/e2e/scripts/build_swift_ios b/e2e/scripts/build_swift_ios
index ec0c65733..ef5182964 100755
--- a/e2e/scripts/build_swift_ios
+++ b/e2e/scripts/build_swift_ios
@@ -7,6 +7,7 @@ source "$script_dir/bitrise_ci_helpers"
 source "$script_dir/ios_build_helpers"
 
 e2e_configure_storefront
+"$script_dir/check_swift_apple_pay_config"
 
 e2e_log "Generating Swift sample Xcode projects"
 platforms/swift/Scripts/generate_xcode_projects
diff --git a/e2e/test/check_swift_apple_pay_config_test.rb b/e2e/test/check_swift_apple_pay_config_test.rb
index ef0d62459..552fd6d3c 100644
--- a/e2e/test/check_swift_apple_pay_config_test.rb
+++ b/e2e/test/check_swift_apple_pay_config_test.rb
@@ -7,6 +7,7 @@
 class CheckSwiftApplePayConfigTest < Minitest::Test
   REPO_ROOT = File.expand_path("../..", __dir__)
   SCRIPT = File.join(REPO_ROOT, "e2e", "scripts", "check_swift_apple_pay_config")
+  BUILD_SCRIPT = File.join(REPO_ROOT, "e2e", "scripts", "build_swift_ios")
   SYNTHETIC_IDENTIFIER = "merchant.com.example.e2e"
 
   def test_script_is_executable_bash
@@ -59,6 +60,19 @@ def test_nonblank_assignment_succeeds_without_printing_the_value
     end
   end
 
+  def test_bitrise_swift_build_checks_config_after_generating_it
+    script = File.read(BUILD_SCRIPT)
+    configure_index = script.index("e2e_configure_storefront")
+    check_index = script.index('"$script_dir/check_swift_apple_pay_config"')
+    xcodegen_index = script.index("platforms/swift/Scripts/generate_xcode_projects")
+
+    refute_nil configure_index
+    refute_nil check_index
+    refute_nil xcodegen_index
+    assert_operator configure_index, :<, check_index
+    assert_operator check_index, :<, xcodegen_index
+  end
+
   private
 
   def with_config(contents)
diff --git a/e2e/test/e2e_matrix_to_browserstack_run_plan_test.rb b/e2e/test/e2e_matrix_to_browserstack_run_plan_test.rb
index c599268ab..00e8afabc 100644
--- a/e2e/test/e2e_matrix_to_browserstack_run_plan_test.rb
+++ b/e2e/test/e2e_matrix_to_browserstack_run_plan_test.rb
@@ -48,13 +48,17 @@ def test_runs_carry_default_tags_and_the_other_platform_exclusion
     android_run = run_for("kotlin-android")
 
     assert_equal ["launch", "checkout"], ios_run.fetch("include_tags")
-    assert_equal ["flaky", "wip", "full", "apple-pay", "android-only"], ios_run.fetch("exclude_tags")
+    assert_equal ["flaky", "wip", "full", "android-only"], ios_run.fetch("exclude_tags")
     assert_equal ["flaky", "wip", "full", "apple-pay", "ios-only"], android_run.fetch("exclude_tags")
   end
 
-  def test_apple_pay_is_excluded_from_every_application_by_default
+  def test_only_the_swift_ios_application_allows_apple_pay
     plan.expand.each do |run|
-      assert_includes run.fetch("exclude_tags"), "apple-pay", run.fetch("application_id")
+      if run.fetch("application_id") == "swift-ios"
+        refute_includes run.fetch("exclude_tags"), "apple-pay"
+      else
+        assert_includes run.fetch("exclude_tags"), "apple-pay", run.fetch("application_id")
+      end
     end
   end