The enduring appeal of buy now, pay later I thought that tougher economic times would create immediate headwinds for the buy now, pay later trend. I was wrong. “BNPL is a form of credit that allows a consumer to split a retail transaction into smaller, interest-free installments and repay over time,” and it is “in the midst of rapid growth,” a September Consumer Financial Protection Bureau report stated. More recently, the Financial Times reported that “demand for BNPL boomed during the pandemic and has continued to grow, according to data from U.K. open banking fintech Snoop.” This isn’t just a Gen Z trend, the FT added: Demand “has surged among all age groups in the U.K., including older people, who find themselves squeezed by the cost of living crisis and in need of short-term credit.” The rise of consumer-focused BNPL is also global and arguably makes even more sense in markets where credit cards aren’t as widespread. Earlier this week, we learned that MENA-based BNPL startup Tabby had raised $58 million in a round led by Sequoia Capital India and STV, with notable participation from PayPal Ventures. Tabby’s year-on-year growth likely helped it convince investors: Last March, the Dubai-based company “had a little over 1 million active users who shopped with more than 3,000 brands yearly. Now, Tabby says more than 3 million users shop from 10,000+ brands, including nine out of MENA's 10 largest retail groups,” TechCrunch’s Tage Kene-Okafor wrote. However, it would be wrong to think that BNPL only appeals to customers who can’t access other forms of credit, whether that’s in emerging or developed markets. In its 2022 Consumer Lookback report, VC firm Battery Ventures found out that convenience, size of purchase and the ability to manage finances were the primary drivers for Americans to use BNPL. Quoting data from polling firm Morning Consult, Battery also noted that U.S. adults “from households with annual income between $50,000 and $99,999, as well as those with annual income of $100,000 or more, [were] even more likely to have used BNPL (21% and 20% in June, respectively).” Talking to TechCrunch, Battery vice president Courtney Chow called this finding surprising, as she and her colleagues had hypothesized that BNPL would primarily appeal to “folks from lower socioeconomic background and not being able to have access to traditional credit.” The broader-than-expected target audience of BNPL may explain why European player Klarna is, in the words of its co-founder and CEO Sebastian Siemiatkowski, seeing “tremendous growth despite challenging macro.” In a tweet, the entrepreneur revealed that the U.S. was “finally Klarna’s largest market by revenue, followed by Germany.” That’s welcome news for the Swedish BNPL company, which saw its valuation slashed last year and whose competitors in the U.S. include Block-owned Afterpay and public company Affirm. But on second thought, consumers still wanting loans in a recession is not that surprising. The more important question is what will prevent delinquency rates — the percentages of repayments that are past due — from continuing to rise. |
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