In an economic climate where consumers are looking for ever greater flexibility, and merchants are seeking to increase their conversion rates, Buy Now Pay Later (BNPL) is emerging as an essential lever, on a par with bank cashback. By enabling shoppers to pay for their purchases in instalments at no extra cost, this split payment method boosts sales while offering a smooth, reassuring shopping experience. Effinity supports brands in activating this leverage with specialized partners and a performance-based model.
Buy Now Pay Later: a simple definition and booming usage
BNPL, or “Buy now, pay later”, is a fractional payment solution that enables consumers to purchase a good or service immediately, while spreading the payment over several installments, generally free of charge. This solution is offered by specialized fintechs or credit institutions, which immediately advance the order amount to the merchant and are remunerated via a commission.
The success of BNPL is spectacular. According to the Kantar x FLOA 2025 study, nearly 7 out of 10 French people (66%) already use this payment method, including 40% on a regular basis. Another key figure: 63% of BNPL users say they are ready to change brand or merchant site to take advantage of payment facilities. A strong signal for e-tailers who want to remain competitive.
The categories most affected by BNPL in France :
- Household appliances: 47
- High Tech: 47
- Travel: 38
- Home / Outdoors: 23
- Mobility: 22
- Fashion: 15% of sales
How does BNPL work in a performance-based model?
Effinity works with several BNPL partners on a performance-based model. In concrete terms, when a BNPL publisher integrates a merchant via the Effinity affiliate platform, the merchant is referenced in its application.
The user journey is thus optimized for conversion:
- Merchant discovery: the user explores the BNPL application and discovers partner brands offering payment in instalments.
- Redirection to the merchant site: by clicking on a brand, they are redirected to its site via the app’s integrated browser. An Effinity tracking cookie is then deposited.
- Virtual card creation: the user generates a single-use card corresponding to the amount of the order.
- Finalize purchase: use this card as a means of payment. The merchant is paid immediately, and the user repays the amount in instalments.
This model is therefore perfectly compatible with a performance-based approach. The publisher receives a commission on each sale made, guaranteeing total transparency and budgetary control for the advertiser.
BNPL: what’s in it for e-tailers?
Effective acquisition leverage
BNPL is much more than just a payment method. It’s a marketing and sales lever with numerous benefits for e-tailers:
Improved conversion rate
By removing the disincentives to immediate payment, BNPL reassures and encourages consumers to finalize their purchases. This translates into a significant increase in the conversion rate.
Increase in average basket
Buyers are more inclined to order more expensive items when they can pay in instalments. This encourages additional purchases and upgrades.
Reduced cart abandonment
The more affordable initial cost is a buying trigger for many hesitant consumers.
Acquisition of new customers
BNPL attracts a broader target group, especially the younger generation who are sensitive to budgetary issues and financial flexibility.
Financial security for merchants
The total amount of the order is paid immediately by the service provider BNPL. The risk of non-payment is borne entirely by the latter.
An underestimated loyalty lever
Beyond acquisition, Buy Now Pay Later is also a powerful customer loyalty tool. By offering a seamless shopping experience and a flexible payment solution, merchants establish a relationship of trust with their customers. Once customers have familiarized themselves with the option of paying in instalments without charge, they are naturally more inclined to return to retailers who offer them this option.
As previously mentioned, the Kantar x FLOA study shows that 63% of BNPL users say they would be prepared to change retailer to benefit from payment facilities. Conversely, a brand that has successfully met this need can capitalize on this preference to stimulate repeat purchases. Integrated into a CRM strategy or loyalty program, BNPL becomes a retention argument in its own right, particularly with younger generations and consumers sensitive to their purchasing power.
BNPL: benefits for consumers
The rise of Buy Now Pay Later is due, of course, to the advantages it offers end customers:
- Budgetary flexibility: instalment payments make it easier to manage expenditure, especially for large purchases.
- Immediate accessibility: no need to wait to acquire an essential or coveted product.
- No additional charges: in most cases, the repayments are interest-free, making the service particularly attractive.
Effinity & Buy Now Pay Later: unique expertise for advertisers
To provide reliable service to its customers, Effinity has chosen to work with recognized BNPL partners:
Scalapay
The leader in Southern Europe, Scalapay has been offering its solution in France since 2020, with over 7,000 active partners and more than 6 million users.
Type of commission: CPA
Klarna
A major player in BNPL worldwide, Klarna serves 85 million consumers through 575,000 merchants.
Type of commission: CPA
Animations available: pay rise or CPC
Optional services: cashback, coupons, Wishlist / comparator
Joko
A popular French app with over 2 million users, focused on purchasing power and user experience.
Type of commission: CPA
Animations available: increase in remuneration, fixed costs
Mandatory services with BNPL: cashback, coupons, Wishlist / comparator
Why activate the Buy Now Pay Later lever with Effinity?
Our approach is based on editorial and technological expertise. As a performance-oriented affiliation platform, we enable you to :
- Rapid access to qualified audiences thanks to BNPL partner apps
- Boost your sales without taking financial risks
- Benefit from reliable tracking and transparent reporting
- Activate one-off campaigns with appropriate sales promotions
BNPL, a strategic lever for 2025
At a time when flexibility is becoming as important a purchasing criterion as price, Buy Now Pay Later is an obvious choice for e-tailers. By facilitating access to products, streamlining the purchasing experience and reducing friction, it responds to strong customer demand while generating an immediate impact on sales performance.
Effinity supports you in activating and optimizing this lever, with trusted partners and a perfectly mastered performance model. All you have to do to transform this lever into a real growth gas pedal is activate it.
And to find out more
BNPL, an evolving regulatory framework
The success of Buy Now Pay Later should not blind us to the regulatory issues that accompany it. Until now, fractional payment offers have largely escaped the strict confines of consumer credit, which has encouraged their rapid growth. But this situation is changing: from November 26, 2026, the European DCC2 (Consumer Credit Directive) will apply in full in France, with direct impacts for BNPL players.
The 4 major changes in DCC2 for BNPL
Enhanced solvency valuation
From now on, BNPL providers will have to carry out an in-depth analysis of customers’ creditworthiness before granting credit, in order to avoid situations of overindebtedness. In France, the ACPR (Autorité de contrôle prudentiel et de résolution) will require verification of income and credit history.
Transparent pre-contractual information
Suppliers will have to clearly present the terms and conditions of credit: total cost, interest rate, any charges and consequences in the event of non-payment. The directive also sets ceilings to limit charges and protect consumers.
Advertising restrictions
The DCC2 imposes strict rules on commercial communication: advertisements must be clear, not misleading, and include essential legal information. The use of terms such as “free of charge” or “interest-free” will be strictly controlled.
Strengthening consumer rights
Customers will benefit from a 14-day right of withdrawal for all credit agreements, as well as new guarantees on early repayment and limitations on late fees.
