BNPL Providers at Risk as Scrutiny, Competition Grow: EMarketer

Buy now, pay later (BNPL) usage has exploded in the U.S., blending the flexibility of credit, short repayment terms and app-based shopping into an easy-to-use experience, reported eMarketer Monday. But investor and regulatory scrutiny, increased competition and a “pending recession” are putting BNPL providers at risk, said analyst David Morris. By platform, Klarna has 34.8 million users, Afterpay has 20 million and Affirm, 14 million, said Insider Intelligence data. Newer entrants -- Block, PayPal and Apple -- are expanding the market through larger user bases, increasing competitive pressure, Morris said. In another report, eMarketer said Amazon’s competitors will take in $5.2 billion over the two-day Prime Day period, July 12-13, up 17.8% from Prime Day last year. That’s 45.9% more in sales vs. an average shopping day, said analyst Sara Lebow, noting competitors ratchet up their marketing to take advantage of consumers' spending mood during the high-profile sales event. Amazon, meanwhile, is expected to gross $7.8 billion, a 16.7% bump from 2021, she said. Major retailers, including Target, will likely leverage steep markdowns on overstocked items, such as furniture and consumer electronics, she said, while direct-to-consumer brands can benefit from messaging around supporting small businesses instead of the e-commerce giant.