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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryRetail Media & CommerceBuy Now, Pay Later (BNPL)

Retail Media & Commerce

Buy Now, Pay Later (BNPL)

Point-of-sale financing, from providers like Klarna, Afterpay, or Affirm, that splits a purchase into installments, often interest-free.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Buy now, pay later (BNPL) is point-of-sale financing that splits a purchase into several installments, often interest-free, from providers such as Klarna, Afterpay and Affirm. Retailers offer it to raise conversion rates and average order values. The provider typically pays the merchant upfront, charges a merchant fee and assumes the repayment risk.