American shoppers are giving retailers a reason to rethink how they attract customers: The payment methods a store accepts increasingly help determine whether they’ll shop there in the first place. That gives merchants a practical opening to compete before checkout begins. Accepting a customer’s preferred way to pay can work like a welcome sign, making it easier for that shopper to choose the store.

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That’s a central finding of “Global Digital Shopping Index: U.S. Playbook — The New American Shopper,” a PYMNTS Intelligence report produced in collaboration with Visa Acceptance Solutions. Drawing on surveys fielded in March 2026, the report examines how Americans research products, choose merchants and complete purchases. Its third key finding highlights the growing influence of payment acceptance, alongside demand for tools that help shoppers get better prices. The findings suggest retailers can respond to changing habits through improvements customers already understand and want.

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Other findings show how quickly shopping habits are evolving. Phone use inside physical stores reached 42%, up from 30% in January 2024. Looking ahead, 62% of shoppers expect to use an AI shopping agent within two years, while only 15% of merchants have data those agents can read. Retailers have an opportunity to prepare for that shift while improving the payment choices and shopping tools customers want today.

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