Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Soaring BNPL use during Prime Day reflects increasing demand for the payment method

The news: During Amazon Prime Day, shoppers used buy now, pay later (BNPL) plans 20% more than they did last year, per Adobe Analytics.

  • On the first day of the sales event, BNPL transactions accounted for 6.4% of all orders and created $461 million in revenues, per Adobe.
  • Categories that propped up this growth include apparel, furniture and home, and electronics.
  • Overall sales on the first day of Prime Day reached $6.4 billion, up 6% year over year (YoY).
  • The average spend per order totaled $56.64, up from $53.14 the prior year, per Numerator.

Why this matters: Much of this BNPL volume likely went to Amazon’s partner Affirm. Affirm is directly integrated within Amazon Pay, putting it front and center at checkout. The BNPL player’s growth has cooled over the past year, but these sales likely helped it regain momentum.

Amazon also has a BNPL partnership with Citi; select cardholders can access Citi Flex Pay in their Amazon Pay wallets. Citi likely benefited from the sale as well, boosting its BNPL strength.

Zooming out: Despite some BNPL firms losing momentum over the past year, overall use is still trending up.

  • We expect 82.1 million US consumers will use BNPL in 2023, growing 31.6% YoY. And overall US BNPL payment value will reach $71.93 billion, increasing 19.7% YoY, per our forecast.
  • While younger consumers still have the highest levels of penetration by age, older consumers are also contributing to this growth. 28.9% of Gen X will use BNPL in 2023, up from just 3.3% in 2019. And 13.0% of baby boomers will use the payment method, up from 0.6% in 2019.
  • And female users still outpace male users, with 46.3 million female users versus 35.8 male users.

The challenge: The spike in BNPL use over Prime Day—as well as overall growth—raises some concerns.

Consumers may be overextending themselves: 42% of US users said they’ve made a late payment on a BNPL loan, per March 2022 polling by LendingTree. And because most BNPL payments aren’t reported to credit bureaus, consumers can take out multiple loans across providers to make ends meet, which increases their chances of defaulting.

This article originally appeared in Insider Intelligence's Payments Innovation Briefing—a daily recap of top stories reshaping the payments industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.