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Buy Now Pay Later (BNPL) Market Size - By Enterprise Size (Small and Medium Enterprises (SMEs), Large Enterprises), Channel (Point of Sale (POS), Offline), End Use (Retail, Healthcare, Leisure & Entertainment, Automotive), Customer & Forecast, 2024 - 2032

  • Report ID: GMI9963
  • Published Date: Jun 2024
  • Report Format: PDF

Buy Now Pay Later Market Size

Buy Now Pay Later Market size was valued at USD 378.3 billion in 2023 and is expected to grow at a CAGR of over 40% between 2024 and 2032, driven by the consumer desire for flexible payment options. Consumers of today, especially Millennials and Generation Z, are looking for payment options that give them greater financial freedom and control. With BNPL services, customers can divide their purchases into smaller, more manageable instalments, in contrast to standard credit cards, which can have high interest rates and strict repayment plans.

Buy Now Pay Later Market

Larger purchases benefit greatly from this flexibility since it allows buyers to purchase expensive goods without having to worry about straining their finances by making the entire payment up front. Additionally, BNPL services are a desirable alternative due to their transparency and ease of use, which usually require simple terms and little paperwork. With the growth of e-commerce, the incorporation of BNPL options at the point of sale further enhances the shopping experience, reducing cart abandonment rates and increasing overall sales. This growing preference for flexible payment solutions is propelling the widespread adoption of BNPL services, driving buy now pay later market growth.

For instance, in March 2024, BNPL providers began marketing their services using a wider net. Millennials started using BNPL at a higher rate than other generations in 2024. Likewise, as a digital-savvy generation, millennials have also embraced digital payment solutions such as mobile wallets. Nearly 45 million millennials will use proximity mobile payments in 2024, more than any other generation.

Another significant factor propelling the market growth is the BNPL services' reduced fees and interest rates when compared to standard credit cards. Traditional credit cards frequently include high interest rates on revolving balances in addition to yearly fees and other unstated costs, which can cause users to accrue a sizable debt. On the other hand, a lot of BNPL providers either charge very little for their services or provide interest-free payment plans if the payments are made on time. This makes BNPL a desirable option for people who want to better manage their spending without paying high interest rates.

The attractiveness of BNPL services is further enhanced by their clear charge schedules and lack of additional expenses. Customers value BNPL's simplicity and dependability since it helps them avoid the financial pitfalls commonly associated with traditional credit products. This competitive edge in cost-efficiency is driving more consumers to opt for BNPL solutions, thereby fueling buy now pay later market growth.

A major risk for the BNPL business is consumer debt risk, which creates difficulties for both BNPL providers and customers. Customers may end up taking on more debt than they can handle due to the accessibility of BNPL products and the flexibility to make numerous purchases without immediately impacting their finances. People who are not well-versed in finance or do not completely comprehend the terms and circumstances of their BNPL agreements should be especially concerned about this.

Customers may face late fines and penalties if they are unable to make their instalment payments on time, which could make their financial condition worse. BNPL services, in contrast to traditional credit products, may not always require extensive credit checks, and hence it may be simpler for people with bad credit records or low incomes to obtain credit.


Buy Now Pay Later Market Trends

A prominent development in BNPL space is the increasing degree of integration with online shopping carts. With the exponential growth of online purchasing, BNPL services are increasingly being accepted as a form of payment at the point of sale. To provide smooth, integrated financing options, BNPL providers are collaborating with major e-commerce behemoths such as Amazon, Shopify, and other online retailers.

By offering a variety of payment alternatives, this integration not only improves the shopping experience but also assists retailers in decreasing cart abandonment and increasing conversion rates. When it comes to ease of use and instant availability at the point of sale, BNPL is a compelling choice for customers seeking interest-free financing without any hassles.

After becoming well-known in the retail industry, BNPL services are currently spreading to new markets, including home renovation, healthcare, travel, and education. By diversifying, BNPL suppliers can access new markets and sources of income. For instance, BNPL allows people to pay for medical procedures and treatments, increasing accessibility to healthcare. To meet the pent-up demand for travel following the epidemic, the travel industry also uses BNPL, which enables customers to plan trips and pay overtime.

In the same way, BNPL services assist parents and students in managing the price of tuition and other educational expenditures. This diversification into other industries demonstrates the adaptability and rising popularity of BNPL solutions in many market niches.

The regulatory scrutiny aimed at shielding customers from potential hazards associated with this type of credit is expanding along with the buy now pay later market. Various regulatory authorities are starting to put policies into place to guarantee accountability, equity, and openness in lending processes. Regulators might, for example, mandate that BNPL providers carry out more thorough credit checks, make plain all terms and circumstances, and put policies in place to stop over-indebtedness. The BNPL market's future is anticipated to be shaped by these regulatory developments, which will make sure that providers uphold strict consumer protection guidelines while simultaneously encouraging steady expansion.

Buy Now Pay Later Market Analysis

Buy Now Pay Later Market Size, By Enterprise Size, 2022-2032 (USD Billion)

Based on enterprise size, the market is divided into Small and Medium Enterprises (SMEs) and large enterprises. The large enterprise segment is expected to register a CAGR of 45% during the forecast period.

  • Large farms can achieve efficient integration and promotion of BNPL services, utilizing their considerable resources and presence. These businesses often adopt BNPL solutions as they have a large consumer base and a significant online and physical presence.
  • Along with various payment options that appeal to a wide range of consumer types, big businesses can improve their value proposition by collaborating with BNPL suppliers. This results in increased sales volumes and higher average transaction, along with improved customer happiness and loyalty. When it comes to staying competitive in the ever-changing retail scene, large organizations use BNPL services as part of a larger plan to reinvent their payment systems.
  • Furthermore, major businesses can further optimize their integration of BNPL services by negotiating better conditions, such as lower transaction costs or unique features, with BNPL providers owing to their increased bargaining strength. Large companies' adoption of BNPL also creates a precedent in the market, inspiring smaller companies to do the same and fostering the expansion of the BNPL ecosystem as a whole.
Buy Now Pay Later Market Share, By Channel, 2023

Based on channel, the buy now pay later market is divided into Point of Sale (POS) and offline. The POS segment dominated the global market with a revenue of over USD 5 trillion in 2032.

  • The POS segment focuses on offering BNPL services right at the checkout in both brick-and-mortar stores and online venues. With instant financial relief and a higher chance of transaction completion, the integration of BNPL alternatives at the POS gives customers access to flexible payment plans, greatly improving their shopping experience.
  • Customers can divide their payments into reasonable instalments in physical locations without a credit card or a drawn-out application process owing to BNPL solutions at the POS. Customers may be more satisfied and loyal due to the flexibility and ease of completion of purchases. Higher-ticket items can be made more affordable for a wider spectrum of customers with BNPL choices, which benefits retailers by increasing sales and decreasing cart abandonment.
  • The ability of clients to select a BNPL plan at the checkout page can greatly lessen the friction and hesitancy that come with major or unforeseen costs. During the checkout process, when customers are most sensitive to price and payment flexibility, this seamless connection is especially enticing. Online shops can raise average order values, draw in more people, and improve conversion rates by providing BNPL solutions.
U.S. Buy Now Pay Later Market Size, 2022-2032 (USD Billion)

North America dominated the global buy now pay later market in 2023, accounting for a share of over 30%. This region is seeing rapid expansion and widespread adoption of BNPL services, making it an attractive and dynamic market for BNPL providers.

Consumers in North America are looking for flexible payment options to better manage their money, particularly Millennials and Gen Z. The BNPL model has been widely adopted due to its interest-free installment plans and compatibility with these groups' financial inclinations. In addition, North America has one of the biggest and most developed e-commerce markets. The COVID-19 pandemic further spiked e-commerce, creating a favorable environment for BNPL services. Large regional businesses and e-commerce sites in the region have included BNPL options to improve customer experience, lower cart abandonment rates, and boost sales.

The BNPL market in the U.S. is expanding quickly due to the high demand from consumers for flexible payment choices. American customers are using BNPL services increasingly, especially the younger generation, to control their spending instead of paying exorbitant interest rates on traditional credit cards. The BNPL providers in the U.S. are utilizing advanced technologies to create smooth and easy-to-use experiences. Fintech innovations, such as safe payment processing and real-time credit assessments, fuel the adoption of BNPL services among customers.

For instance, in November 2023, the perception of inflation among American consumers started to improve, and their purchasing power gradually started to rise again. However, optimism notwithstanding, the financial well-being of consumers might not be as it looks. Furthermore, because of the use of BNPL, customers might be understating their debt. A true assessment of the outstanding debt of American consumers is challenging to compute because many BNPL lenders do not submit their data to credit reporting organizations.


The buy now pay later market is still in its infancy in Japan, but it is growing as more consumers become aware about the flexible payment choices. Japanese consumers, who have historically been credit conscious, have started appreciating the convenience and flexibility provided by BNPL services. One of the main growth drivers in Japan is the integration of BNPL services with e-commerce platforms. To draw in tech-savvy customers and increase sales, major online shops and marketplaces are implementing BNPL solutions. The development of BNPL services is facilitated by Japan's sophisticated technology infrastructure. To satisfy Japanese consumers' tech-inclinations, providers use state-of-the-art technologies to provide safe, effective, and user-friendly payment options.


South Korea is renowned for having a high rate of digital payment usage, which creates a suitable environment for BNPL services. As South Korean customers are used to making payments online, the switch to BNPL was easy. The younger generation in South Korea, who choose flexible payment methods over traditional credit cards, is especially fond of BNPL services. The rise in BNPL in the region is mostly being driven by this demographic trend. South Korean regulators are starting to take notice of the market to safeguard consumers and maintain financial stability. Providers need to remain compliant with changing legislation to maintain growth and foster customer trust.

China's huge and tech-savvy consumer base is driving the country's BNPL market's rapid expansion. BNPL services are becoming increasingly common among Chinese consumers' online and physical buying experiences. Giants in the e-commerce space, such as Alibaba and JD.com, are essential to the growth of BNPL services in China. These platforms have BNPL choices integrated to improve consumer convenience and increase revenue. China's regulatory environment is changing in response to the fintech industry's rapid expansion in BNPL and other areas. Authorities are concentrating on maintaining consumer protection and financial stability, which may have an impact on how China's market develops in the future.

In conclusion, the buy now pay later (BNPL) market is driven by consumer preferences, technology improvements, e-commerce integration, and regulatory environments, and is present in the U.S., Japan, South Korea, and China at different degrees of acceptance. With the goal of increasing their footprint and gaining market share, BNPL providers face different opportunities and difficulties in every location.

Buy Now Pay Later Market Share

Klarna Inc. & Afterpay Limited hold a significant share of over 35% in the BNPL industry. Klarna Inc.'s innovative consumer finance methodology and global reach have enabled the company to occupy a considerable stake in the market. Since its founding in Sweden in 2005, Klarna has grown quickly to become one of the leading providers of business-to-business loans, catering to millions of customers globally. The reason behind the company’s success is its easy-to-use platform, which provides a smooth and adaptable buying experience.

Customers have clear terms, no hidden costs, and the option to pay now, later, or in instalments. Klarna's acceptance and awareness have increased owing to its strategic relationships with large online and offline merchants. The company has gained a significant market share owing to its strong brand recognition, emphasis on client satisfaction, and creative financial solutions.

Similarly, Afterpay Limited has made a big impact in the BNPL space, especially in Australia, where it was founded, as well as in the U.S., the UK, and other foreign markets.

Offering interest-free installment plans is the foundation of Afterpay's business model, which was established in 2014 and makes it a desirable choice for customers looking to avoid the typical credit card interest rates and fees. The company has seen rapid development with a particular emphasis on the millennial and Gen Z groups, who are lured to the financial flexibility and simple repayment terms. Owing to its diverse range of retail alliances, the brand can be widely adopted at checkout points, both online and in real stores.

Buy Now Pay Later Market Companies

Major players operating in the BNPL industry are:

  • Klarna Inc.
  • Afterpay Limited
  • Affirm Holdings Inc.
  • PayPal Holdings Inc.
  • Sezzle
  • Splitit Payments Ltd.
  • Zip Co, Ltd.

Buy Now Pay Later Industry News

  • In February 2022, CRED launched the CRED Flash application to enter the BNPL industry. Users of CRED Flash can pay using the app and across over 500 partner retailers, including Swiggy, Zepto, and Urban Company. Customers can pay their invoices for free within 30 days.
  • In September 2023, the fintech industry witnessed a significant transformation with the emergence of ‘Buy Now Pay Later (BNPL)’, a form of short-term financing that enables consumers to make immediate purchases and settle payments over a predetermined period. However, each BNPL program comes with distinct prerequisites that patrons must fulfil. In recent years, the landscape has shifted from catering solely to a specialized consumer segment to emerging as one of the foremost payment mechanisms, fueled by digitalization, e-commerce expansion, credit card rate hikes, and popularity among younger demographics.

The buy now pay later (BNPL) market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) from 2021 to 2032, for the following segments:

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Market, By Enterprise Size

  • Small and Medium enterprises (SMEs)
  • Large enterprises

Market, By Channel

  • Point of Sale (POS)
  • Offline

Market, By End Use

  • Retail
    • Consumer electronics
    • Fashion & garment
    • Others
  • Healthcare
  • Leisure & entertainment
  • Automotive
  • Others
    • Home improvement
    • Education

Market, By Customer

  • Gen Z (21-25)
  • Millennials (26-40)
  • Gen X (41-45)
  • Baby Boomers (56-75)

The above information is provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • UK
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • ANZ
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • MEA
    • UAE
    • Saudi Arabia
    • South Africa
    • Rest of MEA


Authors: Suraj Gujar , Deeksha Vishwakarma

Frequently Asked Questions (FAQ) :

The market size of buy now pay later (BNPL) reached USD 378.3 billion in 2023 and is set to witness over 40% CAGR between 2024 and 2032, led by the rising consumer desire for flexible payment options.

The POS segment will record a revenue of over USD 5 trillion by 2032, as it gives customers access to flexible payment plans, greatly improving their shopping experience.

North America market held over 30% share in 2023, as consumers are looking for flexible payment options to better manage their money.

Klarna Inc, Afterpay Limited, Affirm Holdings Inc, PayPal Holdings Inc, Sezzle, Splitit Payments Ltd, and Zip Co, Ltd. among others.

Buy Now Pay Later Market Scope

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Premium Report Details

  • Base Year: 2023
  • Companies covered: 20
  • Tables & Figures: 218
  • Countries covered: 21
  • Pages: 210
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