By A new consumer pattern is developing across several markets: people are increasingly shopping, ordering food, streaming entertainment and managing everyday activities from home. Visa Research describes this as the emerging “couch economy.” Digital and in-app payments have grown substantially across the markets studied between 2019 and 2026.
🛋️ 1. Home Is Becoming a Shopping Hub
Consumers no longer need to visit physical stores for many everyday purchases. Mobile shopping, delivery platforms and digital payments are making home-based consumption a major part of modern commerce.
📱 2. Entertainment Is Moving Further Online
Streaming subscriptions are becoming deeply integrated into household spending. Visa’s research found streaming appeared on a larger share of cards than cinema and concert spending across all six markets it examined.
🍔 3. Food Delivery Becomes Everyday Spending
Food delivery is increasingly becoming a mainstream service rather than something used only occasionally. Businesses are responding by improving delivery networks, mobile ordering and digital customer experiences.
🏪 4. Physical Stores Are Changing Their Role
The growth of online consumption does not simply eliminate physical shops. Instead, businesses are experimenting with combinations of physical stores, online ordering, home delivery, pickup services and digital loyalty programs.
🔮 5. Convenience Is Becoming a Business Strategy
The major change is that consumers increasingly value time and convenience. Businesses that can reduce the number of steps between discovering a product and receiving it are adapting their models around this behavior.
Conclusion
The “couch economy” shows how consumer behavior is changing beyond traditional e-commerce. Shopping, entertainment, food and everyday services are increasingly connected through smartphones and digital payments, creating new opportunities for businesses that can combine convenience, delivery and digital engagement.
