In September 2026, analysis of VisaNet data revealed significant shifts in consumer spending habits, accentuating the emergence of what is termed the "couch economy." This phenomenon denotes a substantial increase in domestic spending conducted through e-commerce platforms and mobile applications, driven largely by the convenience of shopping from home. In the United States, the share of domestic spending occurring online surged from 48 percent in 2019 to 58 percent in 2026, a trend mirrored in other international markets.
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Technological advancements have continuously diminished the necessity of leaving home for everyday tasks, a trend that was greatly accelerated during the pandemic. A 2024 study noted that U.S. adults spent an average of an additional hour and 39 minutes at home daily in 2022 compared to 2003. This shift indicates a long-standing movement towards home-centered living, with consumer preferences evolving to expect seamless integration of products and services into their daily routines.
Remote payments, spanning online and in-app methods, are experiencing notable growth, enhancing the couch economy’s foundation. Visa analysis shows that the share of total domestic payment volume conducted through these channels has risen markedly since 2019 across several countries, including the U.K. (from 51% to 55%) and the United Arab Emirates (from 35% to 55%).
Digitally mature markets exhibit the most pronounced evidence of the couch economy, allowing consumers to engage in shopping, dining, working, and entertainment without physical displacement. As digital services infiltrate emerging markets, businesses that invest in digital commerce can capitalize on this trend. Consumer comfort with online transactions, coupled with stored payment credentials, has increasingly embedded online shopping into everyday activities. For example, in the U.K., 28 percent of cards now perform 10 or more online transactions monthly, a significant rise from 15 percent in 2018.
The entertainment sector reflects similar trends, as consumers increasingly favor home-based experiences. The popularity of streaming services and subscription models has solidified this shift, where the number of cards engaged in streaming surpasses those for cinema and concert attendance in various markets, including a notable difference in the U.S. where over 17 percent hold active streaming subscriptions.
Food delivery apps epitomize the couch economy, transforming how consumers access restaurant meals. With participation on food delivery apps growing from 2 percent in 2018 to nearly 30 percent in the U.A.E. by 2026, this reflects a broader trend where daily consumers—not just high-income individuals—drive growth. Furthermore, rising pet ownership enhances at-home spending patterns, further integrating online food ordering into routine household activities.
Overall, the couch economy illustrates a significant redefinition of consumer habits, driven by technological convenience and lifestyle changes. Consequently, businesses must adapt rapidly to the changing expectations for convenience, ensuring that services such as digital shopping, subscription management, and delivery rewards resonate with today’s consumers.