43% of Shoppers Abandon Purchases Without BNPL Option

Buy Now, Pay Later (BNPL) has evolved far beyond being just another payment option at checkout.

Today, it plays a significant role in influencing buying decisions, average order values, and even where customers choose to shop.

Recent research found that 43% of shoppers abandon a purchase when a Buy Now, Pay Later (BNPL) option isn't available, which means payment flexibility is no longer simply a checkout feature—it's becoming a key part of a retailer's merchandising and conversion strategy.

For Amazon sellers and e-commerce businesses, this shift highlights the growing importance of offering flexible payment experiences that align with modern consumer expectations.

Why BNPL Matters More Than Ever for Sellers

BNPL allows customers to split a purchase into multiple interest-free installments instead of paying the full amount upfront. Popular providers include:

• Affirm
• Klarna
• Afterpay
• PayPal Pay Later
• Sezzle

While BNPL originally gained popularity as an alternative payment method, it now influences customer decisions much earlier in the buying journey.

Many shoppers evaluate affordability while browsing products rather than waiting until checkout.

The Numbers Behind the Trend

Shoppers respond differently when BNPL isn't available.

These findings show that BNPL doesn't just affect how customers pay—it influences whether they buy, what they buy, and how much they're willing to spend.

BNPL Is Now Part of Your Merchandising Strategy

One of the biggest changes in online retail is that BNPL is no longer confined to the payment page. Merchants who display BNPL options earlier in the shopping journey often experience:

• Higher conversion rates
• Larger average order values
• Increased shopper confidence
• Better overall sales performance

In fact, merchants using early BNPL messaging have reported a 4.4% increase in overall sales. Rather than waiting until checkout, customers increasingly expect installment payment information to appear on:

• Product pages
• Collection or category pages
• Shopping cart pages
• Promotional banners

Showing payment flexibility earlier helps customers determine affordability before they make a purchasing decision.

How BNPL Influences Where Customers Shop

Payment flexibility is becoming a competitive advantage. 57% to 87% of consumers, depending on the spending category, say BNPL availability influences where they choose to shop regularly.

This trend is particularly strong among younger shoppers:

• Millennials actively look for BNPL options before purchasing.
• Gen Z consumers increasingly expect flexible payment methods as a standard shopping feature.

Electronics, fashion, home goods, and furniture remain among the most common BNPL purchase categories.

For sellers, this means customers may choose one retailer over another simply because installment payments are available.

Offering BNPL Isn't Enough—Execution Matters

Simply adding a BNPL option doesn't automatically improve conversions. Although most consumers consider BNPL convenient, many still abandon the process because of unnecessary friction.

Common reasons include:

• Hidden fees or unclear pricing
• Confusing repayment schedules
• Too many checkout steps
• Re-entering personal information

A successful BNPL experience should be:

• Transparent
• Fast
• Easy to understand
• Mobile-friendly

The simpler the experience, the greater the likelihood of completing the purchase.

What This Means for Amazon Sellers

Amazon sellers should view this trend as part of a broader shift in customer expectations rather than just another payment update.

Key implications include:

Greater Conversion Opportunities

Flexible payment options can help reduce purchase hesitation, particularly for higher-priced products.

Increased Competitive Pressure

If competing retailers provide easier payment options, customers may choose them instead.

Better Average Order Values

Installment payments often encourage shoppers to purchase higher-value products with greater confidence.

Growing Consumer Expectations

For many online shoppers, BNPL is becoming an expected feature rather than a premium benefit.

BNPL Options Available for Amazon Sellers

Amazon has partnered with Affirm to offer installment payments on eligible purchases, typically for qualifying orders above minimum purchase thresholds.

Eligible customers automatically see these payment options during checkout without requiring additional setup from sellers.

Off Amazon

For sellers operating their own eCommerce websites, common BNPL providers include:

• Klarna
• Affirm
• Afterpay
• PayPal Pay Later
• Sezzle

When choosing a provider, sellers should consider:

• Merchant transaction fees
• Integration requirements
• Target audience
• Average order value
• Customer purchasing behavior

How Amazon Sellers Should Prepare

Even if you're already selling on Amazon, it's worth reviewing how flexible payment options fit into your overall sales strategy.

Recommended actions include:

• Review products where BNPL could increase conversions.
• Highlight installment payment options wherever possible.
• Monitor conversion rates and average order value after implementation.
• Optimize the mobile shopping experience.
• Ensure pricing and repayment information remains clear and transparent.

Final Thoughts

BNPL is quickly becoming an important part of the online shopping experience. As more consumers expect flexible payment options, sellers that make purchasing easier may benefit from stronger conversions, higher average order values, and improved customer loyalty.

For Amazon sellers, its integration with Affirm already provides eligible customers with installment payment options. Businesses selling through their own websites should also evaluate whether BNPL providers can help improve the overall customer experience.

As consumer expectations continue to evolve, payment flexibility is becoming more than a checkout feature—it's an important factor in driving sales and staying competitive.