Buy Now, Pay Later – why now is the right time to add it to your online store

It’s seven in the evening. The Black Friday campaign is in full swing. The customer’s cart is full, but they hesitate. Should they really spend that much at once? A moment later, they close the page and move on.

This is exactly the moment when a Buy Now, Pay Later (BNPL) payment option can make the difference – keeping the customer in your store and helping them complete the purchase.

Flexible payment methods are no longer just a convenience – they’re a natural part of the shopping experience. They’re especially popular towards the end of the year, when people shop more but also think carefully about how to manage their expenses.

Growth and seasonality

The numbers clearly reflect this trend. According to Hanno Ladvas, Head of Inbank’s Estonian business unit, there’s a sharp seasonal jump when comparing the third quarter with the final months of the year. Last year in Estonia, the number of Buy Now, Pay Later purchases in Q4 was 44% higher – nearly half more than in the previous quarter.

It’s a clear seasonal pattern: during the last months of the year, people buy more gifts, prefer higher-quality or premium products, and actively take advantage of bigger campaigns.

Beyond the seasonal peaks, there’s also steady long-term growth. According to Inbank’s data, the use of BNPL options has doubled this year. “Interest in these solutions is clearly increasing,” confirms Martin Tava, Head of Partner Relations at Holm Bank.

How does Buy Now, Pay Later work?

The BNPL payment method allows customers to receive their product right away but pay for it later – either in one payment the following month or in several installments over a couple of months. The key advantage: no added interest or fees for the customer.

This sets it apart from traditional installment payments, which typically involve longer-term contracts and interest costs.

Through MakeCommerce, merchants can easily add Inbank and Holm Bank BNPL solutions – as well as traditional installment options – directly to their checkout. Everything can be activated with a single integration, without any complex setup.

Where customers prefer to use Buy Now, Pay Later

BNPL is especially valuable for higher-priced product – such as home goods, electronics, and car accessories.

However, it’s increasingly being used for everyday purchases that are just a bit more expensive – from clothing to baby strollers.

MakeCommerce data also shows growing interest in using BNPL for health and wellness services, such as medical tests.

Why it benefits merchants

Flexible payment solutions are becoming more important than ever – especially in a changing economic environment. For merchants, BNPL is a risk-free solution: the full purchase amount is paid out immediately, regardless of when the customer completes their installments.

It’s a win-win: customers can buy what they truly want, while merchants see more completed purchases and higher basket values.

Shifting consumer habits

MakeCommerce data shows that BNPL transactions continue to grow. Customers are now using it not only for larger purchases but also for a wider range of everyday goods –  from cosmetics to concert tickets.

This shift is visible in the average purchase amount, which has now fallen just below €200.

BNPL is no longer just for big-ticket items – it’s a mainstream, accessible payment option for everyone.

See how to add Buy Now, Pay Later payment options to your store

Prepare for a successful year-end season

Payment methods aren’t just a technical detail – they’re a key part of the shopping experience that determines whether a customer completes their purchase or not.

Take a critical look at your checkout page and ask yourself: does it meet your customers’ expectations? If not, now is the perfect time to add new, flexible payment methods.