BNPL: The future of online payment in 2025 | Current landscape and outlook

New purchasing behaviours revealed by Kantar

A more thoughtful use of BNPL

Consumers are adopting a more measured use of split payment, with 71%¹ of French shoppers now viewing sustainability as a key factor in their purchases. This growing maturity is reflected in strategic usage: 63%¹ of BNPL users say they would be willing to switch brands to access this payment option.

The data also shows that 40%¹ of consumers are more likely to buy second-hand when BNPL is available, while 78%¹ extend the life of their products by donating or reselling them.

This shift in buying behaviour signals a broader collective awareness. Businesses have taken note: conversion rates rise significantly when the BNPL financing option is highlighted from the product page, helping customers plan their spending more responsibly.

BNPL | Driving responsible consumption

Consumer habits are evolving rapidly in 2025, with 34%¹ of French BNPL users now prioritising the purchase of more responsible products, and 50%¹ opting for higher-quality items. This trend is especially noticeable among those under 25, who use split payment to access more sustainable products.

This shift marks the emergence of a new consumption model, in which BNPL becomes a strategic tool for more mindful and responsible shopping.

Impact on average basket value

According to the Kantar x Floa 2024 study, BNPL in France is used for:

• Everyday purchases: 60%¹ of transactions are under €300.
   
• Planned spending: 69%¹ of regular users use BNPL to spread the cost of a planned purchase.
   
• Type of purchase: 50%¹ use it to access better-quality products.