Trust in consumer banking varies widely in 2026. Primary banks still anchor core products. But confidence differs by generation, product, and channel, with honesty, transparency, and security shaping how consumers evaluate financial providers.
European users can now send money in-app as Klarna pushes into core banking territory.
New protocols aim to secure their role as default rails for bot-led shopping.
Opt-in discoverability could lock in younger, AI-curious shoppers early.
Sluggish fixed point-of-sale (POS) terminal sales are forcing providers to rethink their strategies. From adding softPOS capabilities to adding AI tools and vertical-specific offerings, POS software is becoming the real competitive battleground.
2025 saw mergers, layoffs, and AI overhauls as the agency model fractured and reformed.
BNPL is cementing itself as a go-to tool for shoppers looking to stretch their dollars.
Chase Sapphire Reserve will offer an exclusive FIFA World Cup ticket sale for cardholders in February 2026, per Chase. Offers connected to major events with deep fanbases can create valuable sign-up opportunities and positive brand associations for issuers. To maintain these new cardholders’ loyalty, issuers should consider integrating experiential rewards during the games—lounge opportunities, fast-pass check-in lanes, interactive pop-ups—to funnel users through multiple value-driven experiences over the duration of the tournament.
Artificial intelligence is working its way into every facet of the US economy, and the payments industry is no exception. While the changes to consumers’ payment behavior will be gradual, providers need to act now, according to our 2026 AI in the Payments Customer Life Cycle report. Providers need to overcome critical issues like data fragmentation, but a well executed AI strategy can help providers maintain control over product discovery and streamline checkout.
PayPal filed to form PayPal Bank with the FDIC and Utah Department of Financial Institutions. Banks and credit unions should anticipate expanded interest-bearing offerings from PayPal Pay Later if its license is approved. And PayPal has a built-in advantage because its buy button and credit underwriting can all happen during the checkout process—whereas banks and credit unions have to rely on consumers applying for a loan well before they intend to complete a transaction. Credit unions should emphasize their competitive interest rates to consumers choosing between their loan products or a PayPal loan.
Generational splits shape how consumers find, research, and trust banks. Younger adults move through digital channels with ease, while older adults rely on branches, human support, and established institutions.
Affirm released a bevy of data regarding its user base and loans in a letter addressed to senators. Affirm’s data suggests a tiered system may be emerging in BNPL, where different providers are serving different slices of creditworthy customers. However, the income range of US adults seeking BNPL loans demonstrates widespread popularity of alternate credit, a key concern for issuers who risk losing credit card customers to these alternative loans. They need to address that risk with competitive, rewards-eligible card-linked installment loans.
PayPal will power stablecoin payouts for US creators on YouTube, per Fortune. US creators can receive PYUSD payments instead of direct deposit. While PayPal’s stablecoin payments are exclusive to US creators for now, the benefits of crypto are more likely to be felt by international creatives, who could be served by lower fees and faster transaction times facilitated. If US adoption is favorable, PayPal has a viable growth plan moving forward.
Affirm expanded its partnership with Shopify, bringing Shop Pay installments to the UK, per a press release. PayPal and Klarna’s deep entrenchment in the UK will make it difficult for other BNPL contenders to make advances. Powering Shop Pay installments could help Affirm accelerate its foray into the country thanks to Shopify’s established network of merchants and brand recognition.
In 2026, commerce media will shift toward the core mechanics of shopping, as retailers reorganize, stores become high-impact media showcases, agentic AI opens new monetization, and financial platforms move closer to shoppable environments.
In 2026, a new financial ecosystem will form around five trends—stablecoins, agentic AI, consolidation, financial media networks, and AI search—blurring boundaries between banking, technology, and commerce.
In 2026, stablecoins, agentic commerce, and AI-driven rewards will reshape the payments industry. Providers need to bet early or risk being sidelined by faster, cheaper, and more intuitive payment experiences.
Amazon Web Services (AWS) will enable Visa Intelligence in its marketplace, bringing agentic commerce capabilities to AWS’s merchant list, per a press release. However, US consumers still have trepidation about letting bots complete purchases on their behalf—almost 70% of US adults are uninterested in testing out AI shoppers, per an EMARKETER and Civic Science survey. Major payment players hoping to benefit from agentic-driven volume need to develop incentives or roll out education materials to assure consumers that bot-driven shopping is safe and effective.
Buy now, pay later (BNPL) volume hit new highs over the first half of the holiday season, including $747.5 million in online spending on Black Friday alone, an 8.9% YoY increase. Klarna reported Black Friday sales boosted its November volume 45% YoY, and PayPal said pre-Black Friday sales promotions lifted its BNPL volume by 23% YoY. The growth of BNPL volume signals alternate credit’s rising place in US consumer spending. The trend reflects both consumers’ financial strain and their continued willingness to spend, even if it means restructuring how they pay.
31.2% of consumers have used a mobile wallet in-store as of September—nearly triple the rate three years earlier, per PYMNTS Intelligence report. Apple Pay’s dominance is likely to stick for now, but its lead will narrow as PayPal, Cash App, and Google Pay strategies draw in more users. As wallet competition ramps up, features that help users manage more of their financial—and even non-financial—lives will help providers create stickier wallets that attract more volume. That includes subscription management services, order tracking, and interactive airline and event tickets.
Powerful data and analysis on nearly every digital topic.
Become a ClientWant more marketing insights?
Sign up for EMARKETER Daily, our free newsletter.
Thanks for signing up for our newsletter!
You can read recent articles from EMARKETER here.