NEW YORK, January 27, 2026 – Nearly 40% of merchants now accept cryptocurrency as payment, signaling a rapid shift toward mainstream adoption of digital currencies, according to a new study from the National Cryptocurrency Association and PayPal Holdings Inc.
Crypto Goes Mainstream: are Merchants Ready?
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A growing number of businesses are embracing digital currencies, driven by consumer demand and the potential for increased sales.
- 39% of merchants surveyed currently accept cryptocurrency.
- 84% of merchants anticipate crypto payments will be commonplace within five years.
- Merchants accepting crypto report that it accounts for 26% of their total sales.
- Millennials (77%) and Gen Z (73%) are the most eager crypto adopters.
The study reveals that 84% of merchants believe crypto payments will become common within the next five years. A key driver behind this increasing acceptance is consumer interest: 88% of merchants surveyed reported receiving inquiries about paying with crypto, and 69% said customers want to use it at least monthly. Moreover, 79% of merchants believe accepting crypto could attract new customers.
Big Businesses Lead the Charge
Large enterprises-those with over $500 million in annual revenue-are at the forefront of crypto adoption, with 50% already accepting it. This compares to 34% of small businesses and 32% of midsize companies. Currently, the majority of crypto transactions are happening online, according to a company spokesperson.
Once a merchant starts accepting crypto, it quickly becomes a meaningful part of their revenue stream. Merchants that accept crypto report that the digital currency accounts for 26% of their total sales, and 72% have seen an increase in crypto payments over the past year. This suggests that offering crypto as a payment option rapidly gains traction with consumers.
The hospitality and travel sector leads in acceptance rates at 81%, followed by digital goods, gaming, luxury, and specialty retail (76%), and retail and e-commerce (69%).
What’s Driving Merchant Adoption?
Faster transaction speeds and the ability to attract new customers were the top advantages cited by merchants, each garnering 45% of responses. Enhanced security features (41%) and increased customer privacy (40%) were also significant benefits. Merchants were able to select multiple advantages.
The ease of integration is a key factor for potential adopters. 90% of merchants said they would consider accepting crypto if the process was as simple as accepting conventional card payments, and another 90% would be willing to accept it if setup were as straightforward as accepting credit cards.
Millennials and Gen Z Embrace Crypto
Consumer demographics show that Millennials are the most active adopters of cryptocurrency (77%),closely followed by Gen Z or younger generations (73%).
To broaden access to crypto payments, a service called Pay With Crypto was launched last July, allowing consumers in the united States to link their digital wallets-including those from crypto exchanges-and pay with cryptocurrencies like Bitcoin, Ether, and stablecoins such as SOL and USD. “This allows consumers to pick and choose the tokens and wallets they use at checkout, offering versatility and choice,” a company spokesperson explained.
advocates emphasize that education and simplicity are crucial for expanding crypto acceptance. “what this data makes clear is that interest in crypto isn’t the problem; understanding is,” said Stu Alderoty, president of the National Cryptocurrency Association, in a statement. “To many people still don’t see how crypto fits into their everyday lives. That’s why partnerships with trusted platforms are so important. We’re working together to help close the knowledge gap and show how crypto can be simple, accessible, and easy for everyday businesses and consumers.”
