A new eMarketer report on crypto highlights a stark reality: despite years of hype, cryptocurrencies aren’t yet widely accepted at the point of sale in major markets like North America. Only ~12% of merchants in North America currently accept crypto at checkout, and just 2.5% of consumers are expected to use crypto for payments in 2026, despite many owning digital assets.

Globally, this illustrates why crypto payments haven’t replaced traditional channels. Consumer demand for crypto as a means of everyday payment remains limited, and merchant adoption is still niche.

Contrast that with the UAE’s digital asset landscape: the country is seeing much broader crypto adoption overall, with one of the highest reported adoption rates globally at around 31% of the population engaged with digital assets. The UAE is also a regional innovation hub – attracting billions in crypto inflows and building out blockchain and digital-asset infrastructure aggressively.

What this means for UAE marketers:
Payments may lag globally, but the UAE’s strong adoption and regulatory clarity make it one of the few markets where crypto engagement could mature faster. The gap between consumer interest and checkout use presents opportunity for brands and platforms that educate users and integrate crypto payments early.

UAE companies already piloting crypto payments (e.g., in travel and fintech) signal that digital asset use in commerce could grow here faster than in Western markets.

In short, global data shows crypto isn’t mainstream at checkout yet – but the UAE’s growing ecosystem and adoption rates point to a different trajectory for brands in this market.