US Merchants Embrace Crypto Payments as Demand Grows

The integration of cryptocurrency into mainstream US retail is no longer a speculative future but a present-day reality. According to a survey conducted in October 2025 by PayPal and the National Cryptocurrency Association (NCA), 39% of US merchants have now added digital assets as a payment option. This adoption is fundamentally driven by consumer interest, with a staggering 88% of merchants reporting they have fielded customer questions about paying with crypto. Furthermore, 69% of businesses encounter this demand at least once a month, indicating a consistent and growing curiosity from the buyer’s side.

The survey, which polled 619 payment strategy decision-makers across retail, travel, and digital goods, points to a strong belief in crypto’s future. An overwhelming 84% of respondents believe cryptocurrency payments will become common within five years, signaling a significant shift in business leaders’ expectations. This sentiment underscores a broader recognition that digital assets are transitioning from a niche interest to a viable component of the payment landscape.

Adoption, however, is not uniform across the business spectrum. The survey data reveals a clear divide by company size. Large companies with annual revenue exceeding $500 million are leading the charge, with roughly 50% accepting cryptocurrency. In contrast, midsize firms sit near 32% adoption, while smaller shops lag slightly behind at about 34%. This disparity suggests that larger enterprises may have more resources to navigate the initial integration challenges.

Certain sectors are at the forefront of this movement. Travel and hospitality, gaming and digital goods, and higher-end retail are identified as key drivers. These industries often operate with strong online presences and cater to tech-savvy consumers, making them natural early adopters. For merchants already onboard, crypto is proving to be more than a novelty. Reports indicate digital assets account for over a quarter of sales for some sellers, and 72% of current crypto-accepting merchants reported their crypto sales grew over the past year. This tangible revenue growth provides a compelling business case for maintaining and expanding these payment options.

Despite the positive momentum, significant hurdles remain that prevent wider merchant adoption. The primary obstacle is complexity. Surveys found that about 90% of merchants would accept cryptocurrency if the setup process were as straightforward as integrating credit card payments. Concerns over payment tools, technical integration, and the need for clearer regulatory frameworks are top of mind for executives.

The incentives for overcoming these barriers are clear. Merchants cite faster payment settlements, the opportunity to reach new customer demographics, and enhanced buyer privacy as key reasons to adopt crypto. Demographic trends are also a powerful force, with Millennials and Gen Z buyers frequently driving the demand at checkout. The findings, made public by PayPal and the NCA in late January 2026, highlight that the next critical step for the ecosystem is the development of simpler tools and more reliable settlement rails. If these infrastructural and regulatory challenges are addressed, the current adoption rates among US merchants could accelerate rapidly, moving the market closer to the predicted commonplace use of digital assets.