Visa Data Shows Home-Based Spending Reshaping Commerce
Visa's latest research indicates consumers are increasingly managing daily purchases from home, with digital commerce's share of U.S. payment volume rising from 48% in 2019 to 58% in 2026. Streaming subscriptions now outpace traditional entertainment spending, and food delivery has become a mainstream staple across demographics. The report urges small businesses to adopt digital channels, subscription models, and delivery partnerships to capture this at-home demand.
The report shows payment behavior shifting across multiple markets, not just the U.S., where digital commerce's share rose from 48% to 58% between 2019 and 2026. Poland and the UAE show similar upward trends. Streaming subscriptions now appear on roughly 17% of U.S. payment cards, while cinema and concert purchases trail at about 6%.
Small businesses face both opportunity and strain according to the report's implications. Digital channels, subscription models, and delivery partnerships offer new revenue paths, but technology and logistics investments could burden smaller operations. The report also notes food delivery has broadened beyond affluent consumers, and rising pet ownership has created additional market opportunities for businesses serving that demographic.
The couch economy could reshape how small businesses allocate resources, potentially favoring those with strong digital infrastructure while challenging traditional brick-and-mortar operations. Consumers may benefit from greater convenience and choice, but communities could see reduced foot traffic in commercial districts. Employment patterns might shift as delivery and logistics roles grow while in-store positions decline. The trend could also widen gaps between digitally savvy businesses and those slower to adapt, affecting local economic diversity.