The assetization of consumer behavior is becoming a new windfall in Web3.
In the past few rounds of Web3 frenzy, we have witnessed the birth of one asset class after another, including financial derivatives in DeFi, digital art and virtual land in NFTs, and even meme coins which once became the focus of funding frenzy. In fact, the commonality among these assets is that they are often created by a few people and driven by a small group of speculative tools.
However, with the development of the industry, the current phase of Web3 is quietly undergoing an important shift, moving from a game for asset creators to a public system that allows everyone and every daily behavior to generate asset rights.
In this new narrative, a direction that has been long overlooked, yet is closely related to everyone, is gradually coming to the forefront: the assetization of consumer behavior.
We see that in the real world, consumption is the core driver of the economy, with over 70% of global GDP derived from individual or household consumption, and even as high as 80% in the United States.
Every day, billions of people are making real and frequent expenditures for food, housing, education, healthcare, entertainment, and services. However, these behaviors have almost no place in the Web3 system.
In the existing Web3 world, we can obtain tokens through participation in airdrops, earn interest through staking, or gain transaction fee sharing through trading. However, we diligently live and consume regularly but receive no asset accumulation or network rights, so this must be the biggest void left by Web3 in the combinable financial system, where consumer behavior is viewed merely as expenditure rather than value contribution.
However, with the continuous improvement of the underlying infrastructure in the Web3 world, it is ushering in a new transformation.
The assetization of consumer behavior is ushering in a new turning point.
RWA, or real-world assets, is currently one of the hottest narratives in the Web3 field. It is providing a foundation for the large-scale on-chain transition of traditional assets and is also providing a technical path for the digital mapping of consumer behavior.
For example, an accounts receivable, a property, or an insurance policy can all have unique proofs and liquidity on-chain. Individual membership rights, prepaid services, and consumption records also have the potential to be tokenized, which is a market trend that is currently happening.
Similarly, DePIN (Decentralized Physical Infrastructure Network) is also rapidly penetrating more 'daily scenarios,' from Render's distributed rendering to Helium's wireless network nodes, and IoTeX's edge device tracking. On-chain infrastructure is becoming an incentive network in which every delivery person, warehouse point, and equipment provider can participate. Especially in logistics and supply chains, which are becoming the next systems to be decentralized and reconstructed, consumption is the starting point of this chain.
Another aspect worth noting is that the Web2 consumer finance logic has actually been able to operate smoothly; it just needs to be reconstructed on-chain.
The Buy Now Pay Later (BNPL) PayFi model has already become a new consumption mainstream on platforms like Affirm, Klarna, and Afterpay, where consumer behavior is becoming a priceable credit asset. Once this model is combinable, modular, and on-chain, it will open a whole new growth avenue for Web3. Especially with the rapid application of AI in personalized consumption suggestions, spending planning, and credit evaluation, we are standing at the critical point of integrating 'consumption' into the on-chain economic system.
In fact, traditional business giants in the consumer field are rapidly laying out their plans in this area:
Visa and Mastercard are exploring integrating consumer points systems into crypto wallets;
Shopify has begun supporting NFT products and on-chain wallet payments;
Stripe has opened up stablecoin settlement;
Platforms like Zora and Drip are pushing 'behavioral assets' into the mainstream.
This may indicate that the next round of dividends in Web3 will belong to every user who leaves real economic behaviors on-chain.
In fact, consumption, which covers the widest audience, occurs most frequently, and has the most complete data structure, will become the traffic pool and asset minting factory of the entire on-chain economy. Protocols that can first achieve a closed loop of consumption, behavioral assets, and credit rights have the opportunity to become the entry point for the next migration of millions of users.
For $PSP, its ecological direction and position are precisely at the starting point of this new blue ocean market and growth dividend.
Consumer Power Ecosystem PSP: A Web3 value engine built on real consumption behavior.
As mentioned above, consumption is the core driving force of the global economy and is the most universal behavior asset with the lowest participation threshold. However, in the past Web3 systems, this part of the value has long been isolated from the financial structure.
The consumer power ecosystem PSP aims to fill the gap in the Web3 ecosystem in this direction, recording and incentivizing consumption on-chain while further redefining consumption as an on-chain behavior that can be financialized, collaborated, and assetized, thereby building an open collaborative network centered around the logic of 'consumption is creation.'
The PSP ecosystem has built a composite protocol architecture that spans asset types, infrastructure layers, and behavior dimensions. It connects diverse participants such as users, merchants, service providers, logistics nodes, and marketing nodes into a unified value model, allowing each node to become part of the on-chain collaborative economy driven by real consumption behavior.
The on-chain financialization system of consumer behavior.
In fact, in traditional logic, consumption is viewed as the endpoint of value, a purely expenditure behavior. However, in the consumer power ecosystem, consumption is the starting point for asset generation. The platform transforms every expenditure into accumulable, transferable, and pledgable on-chain rights assets through its native PowerPennies incentive system. These assets can be used internally on the platform for redemption, upgrades, and governance participation, and can further circulate through NFTization, realizing re-trading and re-utilization in the open market.
Meanwhile, the rights generated from these consumption behaviors are also incorporated into the platform's credit system, building a dynamically evolving on-chain identity and financial profile.
This means that the more a user consumes, the better their performance record, and the higher their participation, the more credit score they can obtain, thereby unlocking higher limits and better terms in the platform's subsequent financial services. While converting consumption into credit assets, it is also transforming user behavior into quantifiable, programmable, trustworthy on-chain financial assets.
One of the real landing paths for RWA.
The consumer power ecosystem further opens the path for RWA of goods and services, making real goods, service contracts, and prepaid rights part of on-chain assets.
The platform supports the pre-sale of products, services, and even future service contracts in the form of NFTs. These NFTs not only represent future usage rights but can also serve as collateral for lending or be transferred in the secondary market.
For instance, a designer can pre-sell their unreleased limited edition NFT to obtain early funding, while a fitness coach can pre-sell NFTs for private training sessions over the next six months, meeting funding needs and ensuring service certainty. This model effectively transforms hard-to-circulate service resources and fragmented supply in the Web2 world into combinable, tradeable on-chain structural assets.
This also makes the consumer power ecosystem an important support layer for the RWA narrative, distinguishing it from other RWAs that only target the B-end. The PSP system is based on a participatory, structured micro RWA as the source of underlying assets. This long-tail structure of the asset system is expected to form a truly inclusive on-chain consumer asset market in the future.
A DePIN experimental field driven by consumption.
Consumer behavior corresponds to the delivery of real-world commitments, often involving the entire process of warehousing, delivery, acceptance, and service. The consumer power ecosystem will further integrate this into systematic design in the form of DePIN.
By building an open DePIN network, the platform allows any individual or organization to participate as an infrastructure node, including warehousing space, logistics delivery, service verification, and even advanced storage (such as temperature-controlled warehouses, art storage, etc.) to be incentivized as node services.
This significantly enhances the platform's ability to fulfill commitments while increasing resilience against centralization risks, further creating a new collaborative profit-sharing mechanism, where service providers are also owners of the network infrastructure. Their value is clearly measured by token incentives and formed into stable credit through on-chain behavioral data.
Compared to other DePIN projects focused on virtual networks and computing power like Helium and Render, the DePIN system built by the consumer power ecosystem is a physical network collaboration system centered on consumption delivery. As a completely different dimension of infrastructure, the PSP system is also closer to daily life, with a lower entry threshold and broader expansion space.
On this basis, the consumer power ecosystem further integrates AI into the platform's underlying operational logic, serving as an intelligent analysis engine for consumer behavior data and a decision support system for asset collaboration.
AI can be used not only for personalized consumption planning, spending suggestions, risk control, and credit level estimation but also for predicting product sales, user segmentation, contract performance risk, and financing conditions, optimizing loan paths, collateral structures, and liquidity distribution. Based on AI capabilities, the PSP system can not only be combinable and predictable but also possesses stronger dynamic operational capabilities, laying the foundation for the future expansion of complex collaborative networks.
Overall, the consumer power ecosystem is building an open collaborative system with incentives, centered around consumer behavior and involving multiple participants.
This ecological structure will have natural scalability, accommodating various real-world consumption scenarios such as e-commerce, content services, education, healthcare, SaaS, subscription platforms, and offline services, while assetizing, liquidating, and collaborating its behavioral modules.
It also possesses strong combinability, potentially integrating seamlessly with DID networks, DeFi protocols, RWA markets, social platforms, and other modules, becoming the most expandable consumption infrastructure system in the Web3 world. As the consumer power PSP ecosystem further expands, it will also rely on a trillion-dollar blue ocean incremental market.
Why do ordinary people need to hold PSP to truly participate in the distribution of Web3 dividends?
As mentioned above, in the current situation where the crypto industry is gradually shifting from speculation-driven to application-driven, protocols that can incorporate real economic behaviors into on-chain asset generation systems will gradually become the core of growth in the next cycle. Among these, consumer behavior, as the most widely covered, most frequently occurring, and most complete type of off-chain behavioral data, is also becoming the most coveted 'high-frequency entry point' in Web3.
Based on this, the complete set of solutions proposed by the consumer power ecosystem stands at the intersection of multiple narrative hotspots, providing ordinary users with a very low threshold, clear scenarios, and clear returns for participating in behavior transformation into assets.
$PSP, as the key credential of the consumer power ecosystem, is itself a carrier of ecological value with extremely high value expectations and valuation. Similarly, ordinary people must grasp PSP to truly participate in the dividend distribution of Web3.
Why?
The consumer power system stands at the intersection of three major hotspots.
From a macro trend perspective, the consumer power ecosystem PSP is situated in a track that simultaneously overlays three explosive narrative mainlines:
E-commerce transformation into Web3.
According to Statista data, the global e-commerce transaction scale reached $5.8 trillion in 2023, and is expected to exceed $7.9 trillion by 2027. However, the current penetration rate of Web3 e-commerce is still less than 1%. The consumer power ecosystem is building a Web3 NexCommerce protocol through tokenized points systems, pre-sale contracts, and loyalty incentive networks, allowing consumer behavior to become the starting point for on-chain asset minting and forming the first on-chain business model connected to real GMV.
Reconstructing the offline infrastructure network based on DePIN.
Messari indicates that the long-term potential of the DePIN market exceeds $3.5 trillion, but the current main focus is still on virtual infrastructure such as networks, computing power, and hotspot devices. The consumer power ecosystem is the first to introduce DePIN into the e-commerce fulfillment network, where warehousing, delivery, verification, signing, and after-sales can all be node-based, collaborative, and incentivized, releasing an undeveloped DePIN sub-track. Compared to computing/power bandwidth virtual nodes, consumption-driven DePIN nodes are real, verifiable, and have cash flow, providing a supplement to the sustainable business model for DePIN.
The on-chain reconstruction of consumer finance.
The BNPL track will exceed $200 billion in market size in 2024, with companies like Affirm and Klarna already valued in the billions. The consumer power ecosystem builds a combination model of consumer points + loyalty points + prepaid memberships + BNPL, creating a consumption finance system where users can pay later, earn while spending, participate in governance, and share growth. This model of consumption as rights is an on-chain extension of traditional payment and credit systems, and is also a model for obtaining financial exposure through daily life in the Web3 world.
Combining multiple proven business models will surely succeed.
The consumer power ecosystem rewrites the status of consumer behavior in Web3 through a protocolized and modular approach, making consumption itself a fundamental unit that can be financialized, credited, assetized, and collaborated.
In fact, it is combining multiple proven business models and linking them in a Web3 manner.
We can understand it as:
JD's consumption and points system + WeBank's credit system + Pinduoduo's pre-sale logic + DeFi lending protocols + Amazon-style logistics node networks, and unifying all these elements into a composite Web3 protocol architecture driven by consumption, building a combinable and sustainable collaborative economy.
The system-level construction thinking of PSP is highly paradigm-guiding. Once successful, it may become the standard template for the entire Web3 application layer.
More importantly, the consumer power ecosystem has a natural path for transforming Web2 users into Web3.
Based on existing behavioral habits, it offers a more valuable sedimentation option:
Taobao users can earn rights points through consumption, Shopee store owners can achieve pre-sale financing through NFTs, Meituan delivery riders can become DePIN nodes and receive incentives, and WeChat prepaid members can access the on-chain economic system through consumption power debit cards to gain governance rights and growth profit sharing. This will be a logic of 'real demand migration.'
This is why the consumer power ecosystem has a broader potential audience, lower thresholds, and higher retention, and why combining multiple proven business models will certainly succeed, giving it a better chance to build genuinely sustainable and accumulative on-chain GMV and economic scale.
Valuation exceeding tens of billions.
From the industry benchmarking situation of the key modules above, the consumer power ecosystem represented by PSP has strong value disassembly capabilities:
Covering multiple dimensions such as consumer finance, loyalty points, pre-sale financing, logistics collaboration, on-chain tasks, etc., we see that these areas actually correspond to market targets ranging from hundreds of millions to tens of billions of dollars.
If conservatively calculated at 10%–30% of the valuation corresponding to each module, just in the early stages of the system, the reasonable valuation range for the $PSP token is already between $500 million and $1 billion. As user behavioral data accumulates, collaborative networks improve, and the business system expands, it is expected to further release towards a higher ceiling.
Therefore, for ordinary people, wanting to benefit from the new round of Web3 market dividends, $PSP will be one of the few opportunities available to you.
