Table of Contents:
- Why is BNPL gaining popularity?
- BNPL's impact on online sales
- BNPL benefits
- New legal and market challenges
- Outlook for the coming years
Although deferred payments were treated as a novelty in the eCommerce industry just a few years ago, today more and more stores offer this method as standard. According to Klarna's 2025 data, 56% of Poles used 0% installments for online purchases, and 71% declare that they help them better manage their household budget (inwestycje.pl). This shows how much consumer expectations regarding the purchasing process have changed.
Why is BNPL gaining popularity?
Initially, Buy Now, Pay Later was mainly associated with young customers. Generation Z chooses BNPL because they don't want a traditional loan, value flexibility and lack of hidden costs. Additionally, Gen Z treats this method as a "shopping tool" rather than a form of debt.
Statistics from recent years show that the most active group of users are people aged 35-49, who willingly spread larger expenses across several convenient payments - usually in the range of 2000-5000 PLN.
Importantly, in times of persistent inflation and high living costs, consumers are looking for solutions that combine convenience with financial security. Deferred payment allows avoiding excessive burden on the household budget in a given month, while giving freedom to test and compare products before the final purchase.
BNPL's impact on online sales
From an eCommerce perspective, BNPL is a tool with real impact on business results:
- increase in average cart value (AOV) by 20–40%,
- greater loyalty and purchase repeatability,
- reduction in the number of abandoned carts,
- higher conversion in mobile channel and among younger customers,
- improved UX thanks to BNPL availability directly on the product card.
At Advox, we observe that our clients treat BNPL not as an additional option, but as an element of sales strategy. After a few months from implementation, they see measurable effects.
BNPL benefits
Implementing BNPL can contribute to minimizing the number of abandoned carts - especially when the purchase cost turns out to be higher than the customer expected.
| For consumer | For eCommerce |
|---|---|
| Free service in case of 0% installments | Higher average order value |
| Ability to test products before payment | Fewer abandoned carts |
| No negative impact on credit history (when paid on time) | Higher conversion, especially mobile |
| Quick order finalization (even in 2-3 minutes) | Reaching new customer segments |
| Flexibility in choosing the term or number of installments | Strengthening customer loyalty |
New legal and market challenges
The amendment to the consumer credit directive, also covering BNPL services, was adopted in October 2023, and currently EU member states are working on its implementation into national law.
The changes are meant to increase consumer protection, but may affect the attractiveness of this form of payment - especially in the area of creditworthiness assessment and information obligations.
The market is also becoming increasingly competitive. More fintechs, banks, and global technology brands, including Apple offering its own deferred payment model in the iOS ecosystem, have joined the group of BNPL providers. Increased competition means a better offer for consumers, but also innovation pressure for service providers.
Outlook for the coming years
According to Juniper Research forecasts, BNPL's share in global online transactions will exceed 25% by 2026 - for comparison, in 2021 it was only 9% (juniperresearch.com). In Poland, we observe growing customer expectations regarding flexible payment methods, and sellers who implement them gain competitive advantage faster.
Buy now, pay later in 2025 is a standard that actually shapes customers' purchasing path and affects your business results
If you want to implement BNPL in your store and leverage its sales potential - it's worth acting now. Contact us to learn how we can help you throughout the entire process.
