A PYMNTS Intelligence study revealed that 46% of small and medium-sized businesses (SMBs) in the United States that use social media recorded sales growth in these channels in the previous 12 months, an increase of 13 points compared to January 2022.
The survey, based on 23 polls conducted between July 2022 and February 2026, heard from businesses with annual revenue of up to US$10 million. In February, 51% of SMBs reported higher revenue than a year earlier, while 13% pointed to a decline, compared to 22% in July 2022.
The gains were uneven. Businesses with revenue above US$1 million grew on average 13.7% since 2020, while those earning up to US$150,000 grew 0.6%. For 40% of owners, the biggest boost to financial health came from customer demand; 32% cited lower costs, 29% more effective marketing, 23% new products and 22% better cash flow. As risks, 58% cited poor economic conditions and 38% competition from large chains.
Digital channels
Among companies using delivery aggregators, 61% reported an increase in sales in these channels, compared to 49% in January 2022. Own websites are used by 57% of SMBs, nearly the same proportion as physical stores (61%). For a smaller company, a digital presence works as a second entry point without the cost of opening another location.
Payments
Credit card acceptance reaches 79% both online and in stores. Newer methods have uneven adoption: Apple Pay is accepted by 32% of businesses online and 30% in stores; Venmo by 41% online and 36% in stores; 'buy now, pay later' by 13% online and 8% in stores. This opens room to make digital options more consistent across channels, while cash loses ground.
Financing
Among SMBs seeking external capital, 37% took out loans as a strategy and 28% combined strategy and need. Only 13% said they could not obtain financing as a risk to survival. Providers can compete with working capital products linked to invoices or sales activity and faster decisions.
