Buy Now Pay Later Market

Buy Now Pay Later Market Size and Share:

The global buy now pay later market size was valued at USD 9.6 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 64.0 Billion by 2033, exhibiting a CAGR of 21.61% from 2025-2033. North America currently dominates the market, holding a market share of 30.0% in 2024. The buy now pay later market share is expanding, driven by the rising demand for buy now pay later (BNPL) services in the retail industry, increasing development of digital infrastructure, and extensive research and development (R&D) activities.

At present, the rising preference for flexible payment options that allow people to make purchases without paying upfront, especially for high-ticket items, is impelling the market growth. In addition to this, the rising reliance on e-commerce platforms has made BNPL services easily accessible during checkout, enhancing user convenience. Additionally, many BNPL options offer interest-free payment plans, which attract budget-conscious shoppers. Apart from this, BNPL provides an alternative for individuals with limited credit access, promoting financial inclusion. Retailers also partner with BNPL providers, expanding the service's reach. Moreover, the increasing awareness among users about financial education, along with marketing efforts helps to build trust in BNPL. Furthermore, younger people who are more comfortable with digital payments, are supporting the market growth.

The United States has emerged as a major region in the buy now pay later market owing to many factors. The market is driven by the rising focus on financial inclusion, as BNPL allows users access to purchase goods, without traditional credit. Besides this, people seek flexible payment options, particularly for high-ticket items or during periods of economic uncertainty. Additionally, BNPL enables shoppers to split payments into installments, which makes purchases relatively more manageable. The rising number of e-commerce portals and digital payment platforms is further making BNPL services easily accessible at checkout. Moreover, many BNPL providers give interest-free payment plans, which entice budget-conscious buyers Further, major companies are teaming up with digital platforms to work on providing efficient BNPL services. In December 2024, Synergent, a financial services provider, collaborated with equipifi®, a well-known fintech company to broaden credit union access to BNPL systems in the United States. Credit unions partnering with Synergent can initiate their own BNPL programs via their digital banking applications, assisting members in dividing substantial purchases into manageable installment loans. This approach seeks to address users' buying habits while fostering revenue and interaction.

Buy Now Pay Later Market Trends:

Rising demand for BNPL services in the retail industry

BNPL services are widely used in the retail industry to increase conversion rates by reducing friction in the purchasing processes. In line with this, they offer flexible payment options, which assist retailers in attracting price-conscious customers who are hesitant to make a full upfront payment. The global Powers of Retailing 2023 report indicates that the leading 250 companies achieved an 8.5% increase in retail revenue year-on-year, rising from 5.2% the prior year. Furthermore, BNPL services create upselling and cross-selling opportunities for retailers by encouraging customers to add more items to their cart and choose higher-priced alternatives. Apart from this, several retailers employ BNPL services to offer exclusive financing options and discount deals to attract more customers during seasonal sales and promotional campaigns. Additionally, BNPL services enable customers to afford premium and luxury products.

Increasing adoption of BNPL services in the healthcare industry

BNPL services find numerous applications in the healthcare industry. They are extensively employed by patients to pay for expensive medical procedures and treatments over time. As per the India Brand Equity Foundation, the value of India's hospital market reached USD 98.98 Billion in 2023, with an expected CAGR of 8.0% from 2024 to 2032. This allows individuals to access the necessary healthcare services without significant upfront costs, thus improving affordability and accessibility. Furthermore, BNPL services enable users to purchase health and wellness products, such as fitness equipment, medical devices, and supplements, by spreading the cost over installments. Additionally, the growing partnerships between BNPL service providers and pharmacies to offer flexible payment options for prescription medications are contributing to the market growth. Apart from this, the widespread service utilization for accessing subscription-based healthcare features, such as telemedicine platforms, mental health counseling, and wellness memberships, is supporting the buy now pay later market growth.

Technological advancements

The utilization of artificial intelligence (AI), supported by government policies, to assess the creditworthiness of customers, streamline operations, and identify potential fraud risks in BNPL services is fueling the market growth. As per the information provided on the official website of the US Department of Commerce, The President’s 2025 Budget for the Department of Commerce secured USD 65 Million to protect and promote AI, including defending the American public against its potential risks. Additionally, the integration of blockchain technology to ensure secure transactions, automate payment schedules, and improve user privacy is positively influencing the market growth. Moreover, the introduction of personalized payment plans that cater to individual financial situations and affordability encourages the use of BNPL services. Apart from this, the recent development of virtual cards and digital wallets, which eliminates the need for manual entry of card details and allows customers to make purchases seamlessly, is a significant factor.

Buy Now Pay Later Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global buy now pay later market, along with forecast at the global, regional, and country levels from 2025-2033. The market has been categorized based on channel, enterprise size, and end use.

Analysis by Channel:

• Online
• Point of Sale (POS)

Online leads the market with 67.8% of market share in 2024. Online channels are being employed, as they offer convenience and easy access. Shopping online allows people to browse products at their own pace and select BNPL options at checkout, without any pressure. With a few clicks, users can split payments into installments for creating bigger purchases better managed. The process is fast and seamless, especially with the integration of BNPL services into popular e-commerce websites and apps. Individuals are used to shopping online and prefer it for its comfort, especially when BNPL options are available to make payments more flexible. In addition, online shopping often provides access to exclusive deals, and BNPL services allow users to take advantage of those offers without worrying about upfront costs. Since a lot of BNPL providers focus on partnering with online retailers, the digital shopping experience remains the leading channel. This convenience, combined with the rise of mobile shopping is offering a favorable buy now pay later market outlook.

Analysis by Enterprise Size:

• Large Enterprises
• Small and Medium Enterprises

Large enterprises dominate the market with 63.8% of market share in 2024 as they have the resources to invest in and scale BNPL services. These businesses often have a bigger customer base, which means they can offer BNPL options to more shoppers. They also have more financial flexibility to partner with BNPL providers, integrating these services into their websites and apps smoothly. Large enterprises benefit from the data they collect, allowing them to better understand user behavior and provide personalized BNPL solutions. They can manage risk more effectively due to their financial strength, which makes offering installment payments less risky for them. Additionally, big companies have brand recognition and trust that attract customers to use BNPL services, as people are more likely to use flexible payment options from well-established businesses.

Analysis by End Use:

• Consumer Electronics
• Fashion and Garment
• Healthcare
• Leisure and Entertainment
• Retail
• Others

Retail leads the market with 75.0% of market share in 2024 because it is the channel where individuals often make larger and frequent purchases, and BNPL makes them more affordable. Whether it is clothing, electronics, or home goods, shoppers in retail are more likely to spend more money upfront, and BNPL gives them the flexibility to pay in installments. Retailers also benefit from offering BNPL as it encourages customers to buy more or opt for higher-priced items without worrying about the full cost at checkout. Consequently, individuals get the flexibility that they want, and retailers increase sales. Additionally, retail is one of the fastest-growing sectors in e-commerce, with many brands already partnering with BNPL providers to integrate these services into their websites and apps. This growing popularity of online shopping, combined with the easy access to BNPL options, makes retail the dominant end-use sector.

Regional Analysis:

• North America
  • United States
  • Canada
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

In 2024, North America held the largest market share, accounting 30.0% because of a combination of technological, economic, and user behavior factors. The region has a highly developed e-commerce infrastructure where BNPL services are seamlessly integrated into online shopping platforms, making it easy for people to use flexible payment options at checkout. In addition, the growing usage of digital payments and mobile wallets further drives the buy now pay later market demand. The region’s high user spending power, coupled with the rising need for flexible financing options, further fuels the market growth. BNPL services in North America often come with attractive features, such as interest-free installments, which appeal to budget-conscious shoppers. Furthermore, North Americans are more willing to adopt alternative financing methods, particularly due to economic uncertainties or during major shopping events. In the United States, retailers, including large chains and online marketplaces, partner with BNPL providers to offer convenient payment solutions. In April 2024, One, a financial technology company supported by Walmart, introduced its new BNPL service. The firm started providing BNPL loans for high-value products in over 4,600 stores across the United States.

Key Regional Takeaways:
 

United States Buy Now Pay Later Market Analysis

In North America, the market share for the United States was 90.0%. The increasing reliance on flexible payment methods is reshaping user spending in healthcare. Patients now seek seamless ways to manage medical expenses, aligning with the rising costs of treatments and wellness programs. The Centers for Medicare and Medicaid Services report that the national healthcare spending in the US hit USD 4.5 Trillion in 2022 and is projected to rise to USD 6.2 Trillion by 2028. Offering immediate relief from upfront payments, this payment method encourages users to access necessary medical care without financial stress. In response, healthcare providers integrate these options into billing systems to amplify patient satisfaction. Hospitals and clinics that cater to both elective and essential services frequently feature instalment-based solutions, reflecting the high demand for affordability. Furthermore, the appeal extends to specialized care, such as dental, vision, and physical therapy where patients often face high out-of-pocket costs. Coupled with evolving financial tools, the expanding healthcare sector supports the rising preference for this payment flexibility, ensuring accessibility and improved patient care across diverse service categories.

Asia-Pacific Buy Now Pay Later Market Analysis

The adoption of alternative payment methods is gaining traction among enterprises that emphasize adaptability and customer-centric solutions. Enterprises employ these methods to attract customers seeking manageable payment schedules. The trend is most pronounced among smaller businesses, which often use such payment options to gain a competitive edge in crowded markets. As per the India Brand Equity Foundation, the count of micro, small and medium enterprises (MSMEs) in the nation is anticipated to increase from USD 0.76 Million to about USD 0.9 Million in the near future, expanding at an expected CAGR of 2.5%. Merchants offering extended payment plans report higher customer retention rates, with flexible terms fostering loyalty and repeat purchases. The development of user-friendly platforms has simplified the integration process, enabling resource-limited enterprises to adopt these solutions. Additionally, partnerships with payment service providers enhance these enterprises' ability to offer personalized financing terms, catering to a wide array of needs.

Europe Buy Now Pay Later Market Analysis

E-commerce platforms have adopted innovative financing solutions to enhance customer experiences. According to reports, In EU businesses, the e-commerce revenue generated through their own websites or apps in 2022 exceeded that from marketplaces by over 6 times. The rise of digital shopping has created the need for flexibility, with instalment-based payment options becoming standard in many online stores. These solutions appeal to buyers by removing barriers to high-value purchases and simplifying checkout processes. Additionally, merchants benefit from increased conversion rates and larger transaction sizes, as customers feel empowered to spend without immediate financial strain. The adoption of such payment methods is further improved by advancements in secure transaction technologies, reassuring both buyers and sellers. Retailers specializing in fast-moving user goods and luxury items alike have integrated these options to cater to diverse demographics.

Latin America Buy Now Pay Later Market Analysis

The rise in disposable income among households has increased the demand for high-tech gadgets, fueling the appeal of payment flexibility. For instance, the overall disposable income in Latin America is projected to increase by almost 60% in real value from 2021 to 2040. Customers prioritize affordability when upgrading to premium electronics, favoring options that ease financial commitments. Payment plans frequently accompany electronics purchases, enabling wider access to smartphones, laptops, and other devices. Retailers highlight these solutions as essential features, aligning with customers' preferences for manageable installments. Additionally, the availability of tailored financing has enhanced increased spending on home entertainment systems and personal devices, thereby catalyzing the demand for BNPL plans. This approach reflects changing financial behaviors where affordability and convenience impact user choices.

Middle East and Africa Buy Now Pay Later Market Analysis

Growing investments have strengthened retail landscapes, enabling the use of instalment-based payment solutions. As per the Dubai Chamber of Commerce and Industry, retail sales in the UAE are forecasted to hit USD 70.5 Billion by 2025. Retailers leverage these methods to entice customers, especially for big-ticket items like furniture and apparel. Shoppers demand affordable alternatives to lump-sum payments, promoting merchants to diversify their financing options. These payment methods simplify purchase decisions, encouraging higher spending and enhancing customer satisfaction. Retailers also partner with financial service providers to offer streamlined approval processes, broadening the appeal of these solutions.

Competitive Landscape:

Key players are placing bets on offering innovative solutions and building trust among users and merchants. Leading BNPL providers work to enhance their platforms with user-friendly interfaces, along with flexible payment choices. They partner with a wide range of retailers to integrate BNPL seamlessly into online and offline shopping experiences. These players also invest in marketing campaigns to educate people about the benefits of BNPL, increasing adoption rates. Additionally, by leveraging data analytics, they come up with personalized offers to improve credit assessment and reduce default risks. Moreover, they team up with financial institutions and tech firms to expand their reach and capabilities. Their efforts make BNPL a convenient, transparent, and trusted payment option. In December 2024, eBay partnered with Klarna to offer BNPL options to users in important European regions, such as the UK, France, and Italy. Customers have the option of flexible payment methods, such as Pay in 3 or monthly installments for bigger purchases. This solution addresses the high adoption of BNPL, particularly among Millennials and Gen Z. eBay purchasers gain from the Authenticity Guarantee, providing safe and adaptable shopping experiences.

The report provides a comprehensive analysis of the competitive landscape in the buy now pay later market with detailed profiles of all major companies, including:

• Affirm Inc.
• Afterpay Pty Ltd (Block Inc.)
• Billie GmbH
• Klarna Bank AB
• LatitudePay Australia Pty Ltd
• Laybuy Holdings Limited
• LazyPay Private Limited (PayU)
• Openpay Group
• Payl8r
• Paypal Holdings Inc.
• Splitit Payments Ltd.
• Zip Co Limited

Latest News and Developments:

• January 2025: Data on online sales shows that holiday shoppers in 2024 depended significantly on "buy now, pay later" options, such as Klarna, Affirm, and Afterpay. These choices, favored by lower-income buyers, emphasize economic pressure when contrasted with higher-income families, as stated by Moody's. Retail analyst Mickey Chadha observed that the trend mirrors the overall condition of user expenditure.
• January 2025: MakeMyTrip launched a "Buy Now, Pay Later" feature for international flight bookings, extending this trend beyond fintech into travel services. Other platforms, such as Myntra and Snapdeal also provide pay-later services through fintech partners like Simpl and LazyPay. The trend underscores an increasing user appetite for adaptable payment options.
• December 2024: PayPal intends to increase charges for US merchants utilizing its services, which include well-liked BNPL features. BNPL enables customers to make payments in installments, frequently without any fees for on-time payments. Rivals, such as Klarna, Affirm, and Afterpay have also risen to prominence in the BNPL market.
• October 2024: Marqeta launched Marqeta Flex, an innovative solution integrating BNPL services seamlessly into payment apps and wallets. Developed with Klarna, Affirm, and Branch, it enhances BNPL accessibility during payment processes. The branch plans to implement Flex for W-2 and 1099 workers, offering tailored loan options. This collaboration aims to expand BNPL's reach to a broader audience.

Buy Now Pay Later Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the buy now pay later market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global buy now pay later market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the buy now pay later industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.