Now, in addition to relying on the traditional, consolidated and widely accepted credit card installment model, retailers can rely on the Buy Now, Pay Later (BNPL) model, or “Buy now, pay later”, which is transforming digital retail and consolidating itself as one of the trends in e-commerce. The system allows consumers to purchase products and services in installments even without having a credit card or bank limit, through installment payments via Pix. This simplicity has attracted more and more users, but its benefits go beyond the shopping experience, as BNPL has become a conversion and loyalty accelerator for companies that sell online.
According to data from Instituto DataFolha, the global volume of transactions via BNPL reached US$316 billion in 2023, with annual growth of 18%. This number is expected to reach US$452 billion by 2027, growing at an average rate of 9% per year. This evolution shows that the model is not just a passing fad, but a permanent revolution in consumer habits.
Countries like Germany and Sweden are already a reference, with 21% of total e-commerce transactions carried out via BNPL. This penetration shows the potential of the model, which still has ample room to grow in emerging markets such as Brazil, where access to credit is more restricted and consumers value simple and transparent alternatives.
For retailers, this means greater sales conversion, a higher average ticket and customer loyalty. In a competitive and saturated environment, offering payment facilities can be the difference that transforms a visit into a purchase and an occasional buyer into a repeat customer.
Integration with Open Finance and Artificial Intelligence
The coming years will bring a new wave of evolution for BNPL. Integration with Open Finance will allow for more accurate and inclusive credit analyses, expanding the eligible audience and reducing default risks. By accessing open financial data, fintechs will be able to assess consumers' ability to pay dynamically and in real time.
Furthermore, artificial intelligence is already beginning to work on personalizing credit offers. Algorithms can automatically adjust limits, deadlines and conditions according to each user's behavior, creating unique and safer experiences. This personalization is one of the greatest strengths of modern BNPL, capable of balancing convenience for the customer and profitability for the retailer.
Direct benefits for e-commerce
Implementing a BNPL solution brings a series of concrete advantages for e-commerce. The main one is the increase in the conversion rate, as consumers who previously abandoned their purchase due to lack of credit or lack of limit on their card now have an immediate alternative. Therefore, stores that adopt BNPL register growth in sales volume, especially in higher value-added categories, such as electronics, fashion and tourism.
Another benefit is the increase in the average ticket. As the consumer does not need to pay the full amount at once, they feel more comfortable purchasing higher value products or adding extra items to the cart. This purchasing elasticity is extremely valuable during promotional periods and seasonal dates, such as Black Friday and Christmas.
BNPL also improves loyalty. Customers satisfied with the purchasing and payment experience tend to return, especially when they see transparency, security and flexibility in the conditions offered. This reduces new customer acquisition costs and strengthens the base of repeat consumers.
Furthermore, with the support of financial institutions and fintechs, the retailer does not assume the credit risk, as the operation is intermediated by specialized companies. This guarantees payment and settlement for e-commerce within the contracted period, while the BNPL provider manages the installments with the end customer.
In this way, with the combination of technology, data and responsible regulation, BNPL redefines credit and consolidates the future of digital consumption; a future in which paying later is synonymous with buying with more freedom, confidence and intelligence.
