This is an important topic. The mass adoption is what will really make the Bitcoin(and crypto in general) to "explode". Currently a war is waged by Corporations, Banks and Governments against the crypto as we see it every day in the news - popular app is removed, crypto adds being blocked on global scale by most popular networks. Almost every big country is trying to pass some bill to regulate the cryptos in some way. Half of the crypto services in the world refuse to provide services to US citizens, because of the toxic crypto environment there.
Anyway, what I wanted to point out here are several establishments which are leading the way in crypto adoption:
1) Microsoft Xbox Store. Gamers for years now are using different kind of tokens to make purchases ingame. Now MS allows them to use BTC to exchange for ingame credits which then can be used for anything available in the stores for each particular game - weapon upgrades, cosmetic items, booster packs, VIP accounts and so on. It will not surprise me if at some point in the near future we see Microsoft to fully utilize the benefits of the Blockchain.
2) Shopify (the Payment Gateway) allows user stores to be integrated with crypto payments. They are connected to Coinbase Commerce, BitPay and few other providers which allows even to smaller online stores to be able to accept crypto payments for their products.
3) NameCheap is a popular hosting/domain provider which allows users to top up their accounts with Bitcoin.

NameCheap partners with BitPay to be able to provide this service. It works in a similar way as a PayPal payments.
4) Ujo Mucic - Market place for music, where you can use Ethereum to purchase songs and albums. The great part is that 100% of the money are going directly to the musicians, which I find to be amazing.

5) Purse.io - a cool service that allows you to shop on Amazon using crypto and even get discounts up to 33% due to the fact that the actual shopping is done mostly with Amazon Gift cards. Anyway it's a very cool service and you guys should check it out, if you are often using Amazon.
I'm completely sure there are more of those services, but those are which I am familiar with.
Hope you guys find this useful.