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Some 40 million people will use Klarna in the US next year, marking a 15.6% increase for the buy now, pay later (BNPL) service. Over the coming years, growth will slip into the single digits, a far cry from the 115.0% surge back in 2020.

Small-business and BNPL growth underscores two holiday trends and could direct investment for 2023.

Expanding audience reach requires targeting the correct consumers. While true one-to-one advertising is still a dream, similar outcomes can be achieved by reaching the right audiences through affiliate marketing, paid social, and buy now, pay later (BNPL). 鈥淭his whole trend around personalization really applies to audiences as well,鈥� David Gill, vice president of consumer insights at Rakuten Advertising, said during our recent 鈥淢aster the Holidays with Winning Performance Marketing Strategies鈥� Tech-Talk Webinar. Data from affiliate marketing and social platforms can be used to identify which kinds of consumers brands should be reaching out to in order to expand their customer base.

The partnership is part of the BNPL provider鈥檚 operational overhaul and pivot to a fully white-label strategy

Last year, we predicted India鈥檚 CBDC plans would materialize in 2022 and that the CFPB would hone in on BNPL players.

Amazon had another record Prime Day: While shoppers spent enthusiastically, their price consciousness was on full display as BNPL usage, comparison shopping increased.

It benefited from increased volume in its key growth categories, like BNPL and Braintree

On today's episode, we explore the evolution of the payments ecosystem and discuss the trends to look out for in 2023. In our 鈥淗eadlines鈥� segment, we discuss (among other things) buy now, pay later; credit card fees; and crypto. In 鈥淪tory by Numbers,鈥� we examine payments at retail stores. And in 鈥淔or Argument鈥檚 Sake,鈥� we debate whether interest rate scrutiny by regulators will impact credit card rewards programs. Tune in to the lively conversation between our host Rob Rubin and analysts David Morris and Jaime Toplin.

Apple鈥檚 headline-grabbing buy now, pay later (BNPL), savings, and credit card products are just one part of the threat it poses in consumer banking: Its digital platform delivers an almost unbeatable user experience (UX) and is tailor-made for Gen Z. Banks must adapt quickly or risk losing market share.

From enabling Apple鈥檚 softPOS to expanding its BNPL program, we look back at the biggest announcements from Block this year.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how Gen Zers discover products; where they stand on buy now, pay later; and how loyal they really are to brands. Then, for "Pop-Up Rankings," we rank three campaigns that really worked with Gen Z. Join our analyst Sara Lebow as she hosts analyst Arielle Feger and editor Catherine Ollinger.

On today's episode, we discuss who is most likely to win the short-video race, the significance of Lyft's new media division, the potential of Apple's ad business, whether buy now, pay later is too good to be true, Chewy's new insurance and wellness service CarePlus, an unpopular opinion about retail media, who's buying all the electric vehicles, and more. Tune in to the discussion with our analysts Ross Benes, Blake Droesch, and Max Willens.

On today's episode, we discuss why brands should be thinking more about community; Apple rolling out its buy now, pay later offering; consumers' shipping priorities; H&M's new resale program; what in-store retail robots can do; facts about US national parks; and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, vice president of content Suzy Davidkhanian, and analyst Blake Droesch.

The BNPL provider added a credit opt-out feature to help prevent consumers from going further into debt

Hot inflation and a tougher climate for startups is giving BNPL firms a new opportunity with new risks.

Strong volume growth and 100 million users prove the BNPL provider鈥檚 successful expansion

Visa brought its BNPL solution to more Canadian retailers and expanded Visa Direct through a partnership with Thunes.

With pandemic-era savings largely depleted, credit card balances have been rising, and more shoppers are turning to flexible payment options such as buy now, pay later (BNPL) offerings. Delinquencies are also on the rise, indicating that current levels of spending may be unsustainable for some. Ecommerce will grow steadily鈥攁nd more than four times faster than physical retail.

Technology partners such as buy now, pay later (BNPL) platforms will drive some of that growth. And both financial services鈥� card-linked offers and CTV will power more spending in novel areas. Advertisers will continue to invest in affiliate campaigns with creators, aided by a growing number of KPIs.

Consumers will likely hold out for value, look for deals, and increase reliance on credit and flexible payment options such as buy now, pay later (BNPL) to support holiday spending, per Salesforce. Physical stores are poised for a seasonal rebound. In-store holiday sales growth will more than double the full-year growth rate.

It will not only affect their payments volume growth, but it could also lead to higher delinquencies for credit card and BNPL providers. But these losses could be mitigated as expected rate cuts start to make paying back credit card debts a bit easier.

But providers such as Apple and PayPal have integrated buy now, pay later (BNPL) options into their digital wallets, which help customers pay for installments鈥攚ithout credit card fees. BNPL options can boost conversions and average order values. But digital wallets aren鈥檛 for everyone.

We think acting in good faith by extending financial assistance policies to patients and offering flexible payment plans is a more viable approach to building and fostering a trustworthy reputation, especially when you take into account the sheer scope of the medical debt crisis hampering the US.

What percentage of buy now, pay later (BNPL) users would be likely or very likely to use BNPL products if they would positively impact credit scores? A) 21%. B) 48%. C) 66%. D) 86%. Nearly nine in 10 (86%) BNPL users would be very likely or likely to use BNPL products if it could help build credit scores, according to a May 2024 survey by TransUnion.