Consumers are embracing the comforts of home, spurring what Visa calls the “couch economy.” This emerging trend offers small business owners new pathways to tap into evolving consumer behaviors. According to Visa’s latest research, the days of customers frequently stepping out for shopping, dining, and entertainment may be dwindling as digital platforms redefine convenience.
The new data from Visa’s Business and Economic Insights paints a clear picture: an increasing number of consumers are inclined to manage their daily lives from the couch, prompting businesses to rethink how they operate. The report, titled The Great Indoors: How the “Couch Economy” Is Redefining Consumer Spending Habits, reveals that digital commerce is not merely a bonus for consumers anymore; it has become integral to their everyday lives.
“Understanding these evolving habits is essential to meeting customers where and how they choose to engage,” says Wayne Best, Visa’s chief economist. This advice could be crucial for small businesses looking to thrive in a changing economic landscape.
Digital commerce has surged, with the share of domestic payment volume occurring online and through apps rising significantly across various regions. In the United States, for example, this share has increased from 48% in 2019 to an impressive 58% in 2026. Markets like Poland and the UAE have also shown dramatic upticks, demonstrating a global shift toward online spending.
A notable aspect of this trend is the growing importance of subscription services and at-home experiences. Streaming subscriptions, for instance, have overtaken traditional entertainment spending; in the U.S., over 17% of payment cards now support streaming subscriptions, compared to only about 6% for cinema and concert purchases. Furthermore, food delivery services have become a staple in consumer spending, with significant growth driven by a broad demographic rather than just affluent consumers.
For small businesses, these statistics underline a unique opportunity to adapt and thrive. Companies can leverage digital channels to reach customers directly in their homes. Offering subscription models or partnered delivery services can create recurring revenue streams while appealing to modern consumers who prioritize convenience and flexibility. The rise of pet ownership has also opened new market avenues, suggesting that businesses in pet care and related products could benefit from catering to this audience with engaging online offerings.
However, evolving consumer habits come with their challenges. Businesses may need to invest in technology and logistics to compete effectively in this new arena, which could strain resources, particularly for smaller operations. Adopting digital payment solutions, streamlining e-commerce platforms, and optimizing delivery logistics are steps small business owners may need to take. It can require a strategic investment, so ensuring that the return on that investment aligns with revenue projections is vital.
The data highlights an important consumer shift: convenience now reigns supreme. As Mohamed Bardastani, Visa’s principal CEMEA economist, puts it, “Convenience has become a defining feature of modern consumer behavior.” With this in mind, businesses must innovate to provide seamless experiences that capture customer interest and create lasting value.
To harness opportunities provided by the couch economy, small business owners can focus on creating personalized marketing strategies that cater to home shoppers. This might involve leveraging social media for direct sales or implementing loyalty programs that reward repeat customers.
As businesses navigate this new landscape shaped by the couch economy, they will find that a commitment to understanding consumer needs and behaviors will be their strongest asset. By adapting to these trends, small business owners can position themselves for sustained growth in a rapidly evolving marketplace.
For further insights, you can access the full Visa report here.
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This article, "Visa Report Reveals ‘Couch Economy’ Transforming Consumer Spending" was first published on Small Business Trends