1. A method comprising: detecting user input at a point-of-sale (POS) system located at a merchant location where a consumer is physically present at a time of a payment transaction involving the consumer and a merchant, the user input entered via a user interface of the POS system, the user input specifying the consumer and being indicative of an intent to initiate the payment transaction; in response to the user input, initiating the payment transaction in the POS system by outputting, to a POS module in the POS system, data that emulates output of a physical card reader associated with a card read event, without an actual card read event having occurred in relation to the payment transaction, wherein said outputting data that emulates output of a physical card reader includes invoking a card reader application programming interface (API) associated with the physical card reader; after the payment transaction has been approved by a payment processing entity, preventing generation of a printed receipt for the payment transaction by intercepting a print signal generated by the POS module for activating a receipt printer, the print signal including receipt data; and in response to the print signal, sending a first message from the POS system to cause a second message to be sent to a mobile device of the consumer, the second message for enabling the mobile device to output a virtual receipt for the payment transaction to the consumer.