Visa Inc. V says the “couch economy” is becoming a lasting part of consumer behavior, not just an e-commerce trend. Its research across six markets shows people are increasingly shopping, streaming, ordering meals and handling daily activities from home. Convenience, speed and smoother digital experiences are shaping where consumers spend. Online and in-app payments expanded in every market studied between 2019 and 2026, while streaming subscriptions now reach more cards than cinema and concert spending.
Food delivery has also moved beyond higher-income early adopters and into mainstream spending. For businesses, Visa sees digital engagement and recurring relationships becoming increasingly important for growth. This shift is large and broad-based, showing that home-centered spending has become embedded in everyday life.
In the United States, online and in-app payment volume rose to 58% in 2026 from 48% in 2019. In Poland, the share increased to 24% from 10%, while the UAE climbed to 55% from 35%. More than 17% of U.S. cards now carry streaming subscriptions, versus about 6% tied to cinema and concerts. Food delivery is scaling too: in the UAE, active cards jumped from roughly 2% in 2018 to nearly 30% in 2026, showing how quickly digital habits have spread.
For Visa, the couch economy creates a favorable payments backdrop. More online, in-app, subscription and delivery spending can increase digital transaction activity across Visa’s network. Recurring payments may also deepen card usage and create demand for services tied to digital credentials, security and transaction management.
How Are Peers Placed?
Mastercard Incorporated MA and American Express Company AXP are also benefiting from the shift toward online shopping, streaming, food delivery and subscriptions. For Mastercard, more digital purchases mean higher transaction volumes across its network, along with stronger demand for tokenization, fraud prevention and other value-added services. American Express benefits through increased card spending, merchant fees and deeper customer engagement. Its closed-loop model also gives it more transaction data, which can support targeted offers and merchant services. Overall, the couch economy is a broad tailwind for the payments industry, with all three companies gaining from higher digital payment activity and recurring consumer spending over time.
Visa’s Price Performance, Valuation and Estimates
Shares of Visa have gained 7.1% in the year-to-date period against the broader industry’s 10.8% decline.
From a valuation standpoint, Visa trades at a forward price-to-earnings ratio of 25.18X, up from the industry average of 17.69X. Visa carries a Value Score of D.
The Zacks Consensus Estimate for Visa’s fiscal 2026 earnings implies a 14.7% rise year over year, followed by 13.8% growth next year.
The stock currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
7 Best Stocks for the Next 30 Days
Just released: Experts distill 7 elite stocks from the current list of 220 Zacks Rank #1 Strong Buys. They deem these tickers "Most Likely for Early Price Pops."
Since 1988, the full list has beaten the market more than 2X over with an average gain of +23.9% per year. So be sure to give these hand picked 7 your immediate attention.
See them now >>Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report
Visa Inc. (V): Free Stock Analysis Report
Mastercard Incorporated (MA): Free Stock Analysis Report
American Express Company (AXP): Free Stock Analysis Report
This article originally published on Zacks Investment Research (zacks.com).