There are a lots of stores that are accepting bitcoin even if it is an offline and online transactions . They provide bitcoin holders and users to use there bitcoin in a hassle free.
If we actually want to look at the big picture in a global perspective, it is not yet that much, but there is always a start to everything actually, and I believe as time goes on, we will get to see more of them as well as more big merchants seeing the need to want to make use of cryptocurrency as payment method.
So far, for those who are using it, it is possible they are really finding a way to still convert to fiat due to the level of volatility, but at least, for the fact that they are making it usable, will really help to pitch it out more to the world in the long run