Recent retail data indicates a shift in consumer payment preferences across electronics and everyday goods, with buy-now-pay-later BNPL and installment plans gaining traction among shoppers. In a large retail network that includes operators MegaFon and Yota, about 30 percent of smartphone purchases are completed using BNPL or installment options, and Apple has emerged as a leading brand in this segment due to its popular device lineup and financing options. The trend suggests that more shoppers are attracted to flexible payment structures that reduce the upfront cost and simplify checkout, especially for higher-priced devices. This shift is part of a broader move toward frictionless checkout experiences, where speed and convenience often trump traditional credit-based financing. The numbers reflect a growing comfort with installment-based payments among mainstream consumers, as more brands and retailers adapt their payment ecosystems to accommodate BNPL as a standard option.
BNPL arrangements typically require a partial upfront payment, often around 25 percent, with the remaining balance due within a short timeframe. The model differs from classic credit in several ways: it usually does not require extensive documentation, and the purchases made with BNPL do not appear on an applicant’s formal credit history. Shoppers appreciate the swift approval and immediate access to devices without long forms, while retailers benefit from quicker conversions and potentially higher order sizes. Because BNPL may be offered at the point of sale, it can expand the audience by removing barriers for customers who might not have ready access to traditional credit products.
Industry observers note that BNPL adoption is expanding as more consumers value the ability to spread payments without paying interest in the short term or without ruining their credit prospects. The appeal lies not only in affordable monthly payments but also in the simplicity of a checkout flow that avoids complex financing jargon. This momentum invites merchants to rethink pricing, financing options, and customer acquisition strategies, since BNPL can bring in new customers and lift average ticket values.
The growth of BNPL is often linked to a broader retail strategy in which merchants highlight flexible payment options as a key differentiator. When buyers feel empowered by choice and speed, they are more likely to finalize a purchase and return for future transactions. For merchants, the benefit includes broader customer reach, stronger demand signals, and the possibility of higher average invoices over time, particularly for electronics and accessories that benefit from longer payment horizons.
Historical data from 2024 show that 21 percent of smartphone accessory purchases were paid through installments, up from 18 percent in 2023. Tablet purchases also shifted toward BNPL, rising by about 12 percent. In monetary terms, the overall BNPL share increased by roughly 14 percent year over year. On the global stage, the world’s largest BNPL markets are widely recognized as China, the United States, and Europe. Australia accounts for the largest share of installment payments, approximately half of the market there. The BNPL phenomenon began to take root in Russia in 2021, reflecting a global trend toward flexible payment solutions that broadens access to technology and supports consumer demand across income levels.