Summary

According to PayNXT360, BNPL payments in the country are expected to grow by 14.1% on an annual basis to reach US$132,695.6 million in 2024.

The medium to long-term growth story of the BNPL industry in the country remains strong. BNPL payment adoption is expected to grow steadily over the forecast period, recording a CAGR of 9.2% during 2024-2029. The BNPL gross merchandise value in the country will increase from US$116,341.5 million in 2023 to reach US$205,761.5 million by 2029.The United States BNPL industry is growing at an accelerated rate, on the back of rising adoption and usage among consumers. This trend is expected to continue further in 2024, as shoppers are leveraging installment payment options to fund their purchases amid higher inflation. The rising popularity of the payment method means that more players are entering the market with their BNPL products.

Existing players, on the other hand, are forging strategic alliances to widen the distribution of their BNPL product offerings. These initiatives are expected to aid the competitive landscape and innovation of the fast-growing BNPL industry over the medium term. Overall, PayNXT360 maintains a robust growth outlook for the BNPL market in the United States over the next three to four years.

An increasing number of shoppers are choosing buy now pay later schemes to fund their purchases

The adoption of BNPL schemes has been on the surge in the United States. According to a report from Adobe Analytics, a record number of holiday shoppers were expected to use the payment method for Cyber Monday shopping, to lessen the inflationary stress on their wallet. Online shoppers were expected to spend somewhere between US$12 billion and US$12.4 billion. Interestingly, around US$782 million of these purchases will be made using services like Klarna and Affirm. This represents an increase of almost 19% compared to last year, according to Adobe Analytics.

The adoption has been increasing even at a time when most BNPL firms are moving away from zero-interest payment models to interest-bearing installment loans. Affirm, one of the leading firms in the sector, announced that 74% of their gross merchandise volume in Q3 2023 consisted of interest-bearing loans. This shows the growing popularity of the BNPL payment method among the United States consumers. PayNXT360 expects the trend to further continue in 2024, supporting the growth of the broader industry from the short to medium-term perspective.

New firms are piloting the BNPL payment method to tap into the growing demand for the solution

The BNPL industry is poised to record steady growth over the next three to four years, amid higher adoption and usage of the payment tool. Consequently, to tap into the growing market, more players are entering the sector with their own BNPL payment service.
• Google Pay, for instance, announced strategic partnerships with Zip and Affirm to offer its users with a BNPL payment option. The partnerships, announced in December 2023, will see the rollout of the payment solution across the United States in 2024. The integration with Zip will begin in January 2024 under the pilot project. Affirm, on the other hand, will be made available on Google Pay during Q1 2024. Google Pay, over the medium term, is planning to launch the installment payment tool to its global user base.

Google Pay’s competitor, Apple, has already launched the payment method for consumers in the United States in 2023. The entry of Google Pay, in the US BNPL industry, is set to drive the competitive landscape in the fast-growing market over the medium term. The growing competition is, therefore, expected to aid innovation in the industry over the next three to four years.

Firms are forging strategic alliances to further widen the distribution of their BNPL product offering in the United States

The demand for BNPL has been growing consistently over the last 12 months and the trend is projected to further continue in the United States market over the medium term. Consequently, to serve more shoppers and increase their gross merchandise volume, firms are entering into strategic partnerships to widen the distribution.
• Zip Co., the Australian BNPL firm and one of the leading players in the United States, entered into a collaboration with Primer in September 2023. The partnership is part of the firm’s strategy to further increase its penetration in the United States market over the medium term. Under the collaboration, Primer will integrate the BNPL offering of Zip, thereby empowering merchants from sectors such as retail, travel, and fashion among others.

From the short to medium-term perspective, PayNXT360 expects more such strategic partnerships in the United States market, as the competitive landscape continues to grow in the sector.
This will support the growth of the broader buy now pay later market over the next three to four years.

The BNPL payment industry in United States has recorded strong growth over the last four quarters, supported by increased e-commerce penetration.

This report provides a detailed data-centric analysis of the Buy Now Pay Later (BNPL) industry, covering market opportunities and risks across a range of retail categories. With over 75 KPIs at the country level, this report provides a comprehensive understanding of BNPL market dynamics, market size and forecast, and market share statistics.

It breaks down market opportunities by type of business model, sales channels (offline and online), and distribution models. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.


• Get a comprehensive understanding of market dynamics for Buy Now Pay Later: Identify market opportunities, major trends, and forecasting (2020-2029). Understand market trends through crucial KPIs like Gross Merchandise Value, Volume, and Average Value per Transaction, to stay ahead of the curve.

• Insights by end-use sectors: Evaluate new opportunities across multiple end-use sectors, and obtain market dynamics by end-use sectors in order to swiftly catch up with the latest and upcoming developments in BNPL markets.

• Market-specific strategies: Identify growth segments focused on specific opportunities, and analysing market-specific risks and important trends in the BNPL sector with our exclusive blend of quantitative forecasting and innovative insights.

• Gain knowledge of consumer attitudes and actions: This report identifies and interprets important Buy Now Pay Later KPIs, such as spend by age, gender, and income level, using data from a proprietary survey.

• Develop proactive and lucrative business strategies through market intelligence and forward-looking analysis of BNPL market spend and major opportunities in United States.

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Table of Contents

1 About this Report
1.1 Summary
1.2 Methodology
1.3 BNPL Definitions
1.4 Disclaimer

2 United States Buy Now Pay Later Industry Attractiveness
2.1 United States Buy Now Pay Later – Gross Merchandise Value Trend Analysis, 2020-2029
2.2 United States Buy Now Pay Later – Average Value Per Transaction Trend Analysis, 2020-2029
2.3 United States Buy Now Pay Later—Transaction Volume Trend Analysis, 2020-2029
2.4 United States Buy Now Pay Later Market Share Analysis by Key Players

3 United States Buy Now Pay Later Operational KPIs
3.1 Buy Now Pay Later Revenues, 2020-2029
3.2 Buy Now Pay Later Share by Revenue Segments, 2020-2029
3.2.1 Buy Now Pay Later Revenue by Merchant Commission, 2020-2029
3.2.2 Buy Now Pay Later Revenue by Missed Payment Fee Revenue, 2020-2029
3.2.3 Buy Now Pay Later Revenue by Pay Now & Other Income, 2020-2029
3.3 Buy Now Pay Later Active Consumer Base, 2020-2029
3.4 Buy Now Pay Later Bad Debt, 2020 – 2024 – 2029

4 Buy Now Pay Later Spend Analysis by Business Model, 2020-2029
4.1 Buy Now Pay Later Two-Party Business Model, 2020-2029
4.2 Buy Now Pay Later Three-Party Business Model, 2020-2029

5 Buy Now Pay Later Spend Analysis by Purpose, 2020-2029
5.1 Buy Now Pay Later Convenience, 2020-2029
5.2 Buy Now Pay Later Credit, 2020-2029

6 Buy Now Pay Later Spend Analysis by Functional Attribute, 2020-2029
6.1 Buy Now Pay Later by Open Loop System, 2020-2029
6.2 Buy Now Pay Later by Closed Loop System, 2020-2029

7 Buy Now Pay Later Spend Analysis by Distribution Model, 2020-2029
7.1 Buy Now Pay Later by Standalone, 2020-2029
7.2 Buy Now Pay Later by Banks & Payment Service Providers, 2020-2029
7.3 Buy Now Pay Later by Marketplaces, 2020-2029

8 United States Buy Now Pay Later Spend Analysis by Sales Channel
8.1 Buy Now Pay Later Market Share by Sales Channel, 2020-2029
8.2 Buy Now Pay Later Online Channel Market Size and Forecast, 2020-2029
8.3 Buy Now Pay Later POS Channel Market Size and Forecast, 2020-2029

9 United States Buy Now Pay Later Snapshot by End-Use Sector, 2020-2029
9.1 Buy Now Pay Later Market Share by End-Use Sector, 2023
9.2 Buy Now Pay Later Sales Uplift by End-Use Segment, 2023

10 United States Buy Now Pay Later in Retail Shopping: Market Size and Forecast, 2020-2029
10.1 United States Buy Now Pay Later Retail Shopping – Gross Merchandise Value Trend Analysis, 2020-2029
10.2 United States Buy Now Pay Later Retail Shopping – Average Value Per Transaction Trend Analysis, 2020-2029
10.3 United States Buy Now Pay Later Retail Shopping – Transaction Volume Trend Analysis, 2020-2029

11 United States Buy Now Pay Later Market Size and Forecast by Retail Product Categories
11.1 Buy Now Pay Later Share by Retail Product Category, 2023
11.2 United States Buy Now Pay Later Retail Shopping - Apparel, Footwear & Accessories – Gross Merchandise Value Trend Analysis, 2020-2029
11.3 United States Buy Now Pay Later Retail Shopping - Consumer Electronics – Gross Merchandise Value Trend Analysis, 2020-2029
11.5 United States Buy Now Pay Later Retail Shopping - Toys, Kids, and Babies – Gross Merchandise Value Trend Analysis, 2020-2029
11.6 United States Buy Now Pay Later Retail Shopping - Jewellery – Gross Merchandise Value Trend Analysis, 2020-2029
11.7 United States Buy Now Pay Later Retail Shopping - Sporting Goods – Gross Merchandise Value Trend Analysis, 2020-2029
11.8 United States Buy Now Pay Later Retail Shopping - Entertainment & Gaming – Gross Merchandise Value Trend Analysis, 2020-2029
11.9 United States Buy Now Pay Later Retail Shopping - Others – Gross Merchandise Value Trend Analysis, 2020-2029

12 United States Buy Now Pay Later in Home Improvement: Market Size and Forecast, 2020-2029
12.1 United States Buy Now Pay Later Home Improvement – Gross Merchandise Value Trend Analysis, 2020-2029
12.2 United States Buy Now Pay Later Home Improvement – Average Value Per Transaction Trend Analysis, 2020-2029
12.3 United States Buy Now Pay Later Home Improvement – Transaction Volume Trend Analysis, 2020-2029

13 United States Buy Now Pay Later in Travel: Market Size and Forecast, 2020-2029
13.1 United States Buy Now Pay Later Travel – Gross Merchandise Value Trend Analysis, 2020-2029
13.2 United States Buy Now Pay Later Travel – Average Value Per Transaction Trend Analysis, 2020-2029
13.3 United States Buy Now Pay Later Travel – Transaction Volume Trend Analysis, 2020-2029

14 United States Buy Now Pay Later in Media and Entertainment: Market Size and Forecast, 2020-2029
14.1 United States Buy Now Pay Later Media and Entertainment – Gross Merchandise Value Trend Analysis, 2020-2029
14.2 United States Buy Now Pay Later Media and Entertainment – Average Value Per Transaction Trend Analysis, 2020-2029
14.3 United States Buy Now Pay Later Media and Entertainment – Transaction Volume Trend Analysis, 2020-2029

15 United States Buy Now Pay Later in Service: Market Size and Forecast, 2020-2029
15.1 United States Buy Now Pay Later Service – Gross Merchandise Value Trend Analysis, 2020-2029
15.2 United States Buy Now Pay Later Service – Average Value Per Transaction Trend Analysis, 2020-2029
15.3 United States Buy Now Pay Later Service – Transaction Volume Trend Analysis, 2020-2029

16 United States Buy Now Pay Later in Automotive: Market Size and Forecast, 2020-2029
16.1 United States Buy Now Pay Later Automotive – Gross Merchandise Value Trend Analysis, 2020-2029
16.2 United States Buy Now Pay Later Automotive – Average Value Per Transaction Trend Analysis, 2020-2029
16.3 United States Buy Now Pay Later Automotive – Transaction Volume Trend Analysis, 2020-2029

17 United States Buy Now Pay Later in Healthcare and Wellness: Market Size and Forecast, 2020-2029
17.1 United States Buy Now Pay Later Healthcare and Wellness – Gross Merchandise Value Trend Analysis, 2020-2029
17.2 United States Buy Now Pay Later Healthcare and Wellness – Average Value Per Transaction Trend Analysis, 2020-2029
17.3 United States Buy Now Pay Later Healthcare and Wellness – Transaction Volume Trend Analysis, 2020-2029

18 United States Buy Now Pay Later in Others: Market Size and Forecast, 2020-2029
18.1 United States Buy Now Pay Later Others – Gross Merchandise Value Trend Analysis, 2020-2029
18.2 United States Buy Now Pay Later Others – Average Value Per Transaction Trend Analysis, 2020-2029
18.3 United States Buy Now Pay Later Others – Transaction Volume Trend Analysis, 2020-2029

19 United States Buy Now Pay Later Analysis by Consumer Attitude and Behaviour, 2020-2029
19.1 Buy Now Pay Later Spend Share by Age Group, 2023
19.1.1 United States Buy Now Pay Later by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2020-2029
19.1.2 United States Buy Now Pay Later by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2020-2029
19.1.3 United States Buy Now Pay Later by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2020-2029
19.1.4 United States Buy Now Pay Later by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2020-2029
19.2 Buy Now Pay Later Spend Share by Default Rate by Age Group, 2023
19.3 Buy Now Pay Later Share by Income, 2023
19.3.1 United States Buy Now Pay Later by Income Level – Tier 1 – Gross Merchandise Value Trend Analysis, 2020-2029
19.3.2 United States Buy Now Pay Later by Income Level – Tier 2 – Gross Merchandise Value Trend Analysis, 2020-2029
19.3.3 United States Buy Now Pay Later by Income Level – Tier 3 – Gross Merchandise Value Trend Analysis, 2020-2029
19.4 Buy Now Pay Later Gross Merchandise Value Share by Gender, 2023
19.5 Buy Now Pay Later Adoption Rationale, 2023
19.6 United States Buy Now Pay Later Market – Spend by Average Monthly Expense Segments, 2023

20 Further Reading
20.1 About PayNXT360
20.2 Related Research

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List of Tables/Graphs

Table 1: United States Buy Now Pay Later – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 2: United States Buy Now Pay Later – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 3: United States Buy Now Pay Later – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 4: United States Buy Now Pay Later – Revenues (US$ Million), 2020-2029
Table 5: United States Buy Now Pay Later – Merchant Commission (US$ Million), 2020-2029
Table 6: United States Buy Now Pay Later – Missed Payment Fee Revenue (US$ Million), 2020-2029
Table 7: United States Buy Now Pay Later Pay Now – Other Income (US$ Million), 2020-2029
Table 8: United States Buy Now Pay Later – Active Consumer Base (Thousand), 2020-2029
Table 9: United States Buy Now Pay Later – Bad Debt (US$ Million), 2022-2024-2029
Table 10: United States Buy Now Pay Later – Two-Party Business Model (US$ Million), 2020-2029
Table 11: United States Buy Now Pay Later – Three-Party Business Model (US$ Million), 2020-2029
Table 12: United States Buy Now Pay Later – Convenience (US$ Million), 2020-2029
Table 13: United States Buy Now Pay Later – Credit (US$ Million), 2020-2029
Table 14: United States Buy Now Pay Later – Open Loop System (US$ Million), 2020-2029
Table 15: United States Buy Now Pay Later – Closed Loop System (US$ Million), 2020-2029
Table 16: United States Buy Now Pay Later – Standalone (US$ Million), 2020-2029
Table 17: United States Buy Now Pay Later – Banks & Payment Service Providers (US$ Million), 2020-2029
Table 18: United States Buy Now Pay Later – Marketplaces (US$ Million), 2020-2029
Table 19: United States Buy Now Pay Later – Gross Merchandise Value by Online Channel (US$ Million), 2020-2029
Table 20: United States Buy Now Pay Later – Gross Merchandise Value by POS Channel (US$ Million), 2020-2029
Table 21: United States Buy Now Pay Later Retail Shopping – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 22: United States Buy Now Pay Later Retail Shopping – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 23: United States Buy Now Pay Later Retail Shopping – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 24: United States Buy Now Pay Later Retail Shopping - Apparel, Footwear & Accessories – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 25: United States Buy Now Pay Later Retail Shopping - Consumer Electronics – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 26: United States Buy Now Pay Later Retail Shopping - Toys, Kids, and Babies – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 27: United States Buy Now Pay Later Retail Shopping - Jewellery – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 28: United States Buy Now Pay Later Retail Shopping - Sporting Goods – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 29: United States Buy Now Pay Later Retail Shopping - Entertainment & Gaming – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 30: United States Buy Now Pay Later Retail Shopping - Others – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 31: United States Buy Now Pay Later Home Improvement – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 32: United States Buy Now Pay Later Home Improvement – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 33: United States Buy Now Pay Later Retail Shopping Home Improvement – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 34: United States Buy Now Pay Later Travel – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 35: United States Buy Now Pay Later Travel – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 36: United States Buy Now Pay Later Travel – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 37: United States Buy Now Pay Later Media and Entertainment – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 38: United States Buy Now Pay Later Media and Entertainment – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 39: United States Buy Now Pay Later Media and Entertainment – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 40: United States Buy Now Pay Later Service – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 41: United States Buy Now Pay Later Service– Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 42: United States Buy Now Pay Later Service – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 43: United States Buy Now Pay Later Automotive – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 44: United States Buy Now Pay Later Automotive – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 45: United States Buy Now Pay Later Automotive – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 46: United States Buy Now Pay Later Healthcare and Wellness – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 47: United States Buy Now Pay Later Healthcare and Wellness – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 48: United States Buy Now Pay Later Healthcare and Wellness – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 49: United States Buy Now Pay Later Others – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 50: United States Buy Now Pay Later Others – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 51: United States Buy Now Pay Later Others – Transaction Volume Trend Analysis (Thousand), 2020-2029
Table 52: United States Buy Now Pay Later by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 53: United States Buy Now Pay Later by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 54: United States Buy Now Pay Later by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 55: United States Buy Now Pay Later by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 56: United States Buy Now Pay Later by Income Level – Tier 1 – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 57: United States Buy Now Pay Later by Income Level – Tier 2 – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 58: United States Buy Now Pay Later by Income Level – Tier 3 – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029