May 20, 2022


Forget Mediocre Fashion

Millennials, GenZ drove demand for Buy Now, Pay Later in 2021: Report

Invest in Now, Pay Afterwards (BNPL) emerged as the preferred alternative for men and women across age groups in 2021, with the youngest customer getting 18-year previous and the oldest 66, as per a study by ZestMoney, a BNPL system. 

The report decodes the best shopper tastes, categories driving demand from customers, adoption of BNPL by retailers and highlights triggers for change in shopper behaviour. In addition to revealing shopper preferences, ‘The India Acquire Now, Pay Afterwards Report 2021’ also gives an overview of the Indian BNPL ecosystem, global most effective methods, and the way forward for the market in India.

Whilst most of the clients had been in the 23-26 years group, BNPL emerged as the most popular possibility for individuals in 2021. The range of millennial and GenZ shopper foundation increased 2X and 3X respectively, indicating that the BNPL segment has been driven by younger cohorts in India in line with the global craze.

The over-all BNPL transactions on ZestMoney jumped a huge 300% in 2021 compared to 2020.

The report uncovered that though adult men from Tier 1 and 2 cities expended seriously on manner and way of living, ladies from Tier 1 and 2 cities used on upgrading their electronics and edtech programs for upskilling, respectively.

Bengaluru, Mumbai, New Delhi, Pune, Hyderabad, Chennai, Ahmedabad, Thane, Kolkata, and Jaipur emerged as the major towns witnessing demand from customers for BNPL in 2021, although Lucknow, Kanchipuram, Vijayawada, Visakhapatnam, Guntur, Surat, Indore, Bhopal, Tiruvallur, and Coimbatore ended up the other leading tier-II and tier-III towns on the system.

Lizzie Chapman, CEO & Co-founder of ZestMoney claimed, “2021 was an intensive calendar year, with the volatility of the pandemic coupled with its affect on the purchaser we provide – from agony to recovery and then fast demand acceleration more than the very last two quarters. Customers continued to lap up Pay back Afterwards because it presents them the ideal flexibility to spread out expenses and approach their finances improved. We have doubled our person foundation in the very last 12 months having our overall registered consumer base to 15 MN – virtually 2X development. It’s been a nicely-rounded growth across groups from smartphones, electronics, manner, and property decor emerging as the major classes on the platform.”

ZestMoney not only extra the highest range of new customers and retailers but also obtained current market share in an ever-rising marketplace. “We saw a 300% YoY growth in BNPL transactions as people today took to convenience and affordability in a big way. Owing to the strong client demand we saw previous year we now have a 50% market share in the Indian BNPL market and in excess of 70% sector share in the on line ‘Pay in 3’ no-charge fascination-cost-free supplying. On the back of the robust desire and our expansion plans, we are assured of hitting a $10 BN GMV run fee in the next 3 yrs and cementing our place as the market place leader in the country,” included Lizzie Chapman.

Immediate to client (DTC) models took to enabling BNPL at checkout as they saw an enhance in sales and typical get benefit. ZestMoney observed a 10X YoY progress in the number D2C retailers on its system indicating the level of popularity of the BNPL alternative between them. Although DTC makes in fashion, natural beauty, and skincare topped the demand for BNPL, electronics, residence & decor, and vacation were the other significant types.

For the duration of the festival season, client applications for BNPL went up by 10 periods with prime classes currently being smartphones, electronics, big appliances, style, furniture, and household decor. ZestMoney witnessed a 200% growth in transactions on Amazon, Flipkart, and Myntra as opposed to very last year. Though actual physical suppliers noticed progress of 100% for the duration of the festive period in contrast to 2020, the report mentioned.

The report also highlights the worth of collaboration concerning banking companies and fintechs to scale the adoption of BNPL and drive economic inclusion in the country. ZestMoney mentioned it companions with 25 main banking companies and NBFCs to services demand from customers from prospects.


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