In recent years, Buy Now, Pay Later (BNPL) has become one of the most popular payment methods worldwide, transforming the way consumers shop and manage their finances. According to GlobalData, the global BNPL market has experienced exponential growth, valued at $120 billion in 2021 and estimated to reach $576 billion by 2025.
“BNPL is preferred for its simplicity of use,” says Alexandru Balaci, CEO of Mokka Romania, the most popular BNPL service provider in the country and a regional leader in Central and Eastern European markets. “The main appeal of BNPL lies in its ease of use. It allows customers to purchase items immediately and split payments into customized, interest-free installments if paid on time. This feature has made BNPL particularly attractive to younger generations, who are increasingly distancing themselves from traditional financing methods,” adds the Mokka representative.
By opening advantageous credit opportunities to a wide range of consumers, BNPL has become a preferred option for millions of customers worldwide. The year 2025 will bring interesting developments in deferred payments with BNPL. Here are five key trends:
1. Flexible payment options and financial inclusion
“One of the advantages of Buy Now, Pay Later is that it supports financial inclusion, attracting consumers who lack a traditional credit history,” says Alexandru Balaci. By offering flexible payment options that can be easily customized and adjusted to each user’s income level, BNPL provides quick access to financing even for unbanked categories. “These customers have the opportunity to build an attractive credit score through transactions they can easily manage,” Balaci adds.
2. Greater accessibility to healthcare, education, and tourism through BNPL
A growing trend in 2025 is the expansion of BNPL usage in sectors such as healthcare, education, and tourism. “Initially, Buy Now, Pay Later was favored in online commerce for categories like electronics, home appliances, furniture, home goods, and fashion. Today, we are witnessing an expansion of deferred payments into new industries, including healthcare, tourism, and education. This is a positive development, as BNPL integration could make these services more accessible to the population,” explains the fintech representative.
The increasing availability of alternative payment options from more businesses in these sectors reflects a market necessity. “Mokka’s portfolio includes providers of tourism, healthcare, and beauty services. These companies understand how important it is for customers to have support in managing their expenses, without needing to make full payments upfront,” highlights Mokka’s CEO.
3. Sustainability and transparency – growing priorities for customers
Gen Z (born between 1997 and 2012) is the demographic group most interested in Buy Now, Pay Later services. Along with Millennials, they lead BNPL usage globally. A PYMNTS study this year revealed that nearly 50% of Gen Z and 47% of Millennials used BNPL in the past 12 months. Managing cash flow is the primary reason consumers opt for BNPL, and its adoption is rapidly growing among young people, solidifying its role as a preferred payment method over traditional credit options.
BNPL’s appeal lies in its greater transparency regarding financing costs and the flexibility of installment plans, tailored to personal preferences. BNPL financing is considered more convenient, with no hidden fees.
4. BNPL for essential purchases and subscriptions
In addition to large purchases, industry experts emphasize that BNPL is increasingly used for everyday budget management as we approach the new year. Buy Now, Pay Later is expanding into frequent purchases, including everyday consumer goods and subscription services. “This trend could attract even more users across all income segments,” notes the Mokka BNPL representative.
5. Artificial Intelligence integration – benefits for customers and retailers
The integration of Artificial Intelligence (AI) into Buy Now, Pay Later services enhances customer experience through greater personalization. AI quickly analyzes user preferences to offer tailored payment plans suited to their financial needs. It can send automatic payment reminders or provide budgeting suggestions, promoting financial sustainability. With its fast support and intuitive use, AI improves customer interactions with retailers and service providers.
On the other hand, AI integration in BNPL optimizes merchants’ operations. By offering a simplified and adapted checkout process, AI helps reduce cart abandonment rates and speeds up transaction approvals, eliminating barriers in the purchasing process. AI also supports financial risk management in relation to customers and markets. “For example, through machine learning, AI can identify early signs of payment difficulties and offer preventive solutions such as extended payment deadlines or notifications to assist buyers and, ultimately, merchants,” says Mokka BNPL CEO Alexandru Balaci.
About Mokka
Mokka is a leading Buy Now, Pay Later (BNPL) service operating in Poland, Romania, and Bulgaria, providing online and offline BNPL financing solutions for merchants and consumers.
Mokka has developed innovative and flexible BNPL payment solutions, allowing customers to shop in online and offline stores and choose the most convenient payment plans, ranging from 30 days to 24 months.
Mokka has partnered with over 1,500 top retailers in the region, spanning popular categories such as fashion, footwear, children’s products, electronics, jewelry, furniture, travel, and more. Merchants adopting this payment method see increased conversion rates, higher average cart values, and incremental sales growth while strengthening customer loyalty.
Mokka collaborates in Central and Eastern Europe with Lensa, Reserved, Boutique Mall, Optiblu, F64, Somproduct, Aosom, CCC, Humanic, Office Shoes, Diverse, Savicki, W. Kruk, and many others.
