Global Buy Now, Pay Later usage and regulation

The use of Buy Now, Pay Later (BNPL) services has seen an increase in several regions. In the United States, data from the Bank of America Institute indicates that 8.3% of households in its dataset made at least one BNPL payment in September, up from approximately 5% four years prior. While traditionally used for clothing, electronics, and furniture, the service is increasingly applied to everyday expenses like groceries, particularly among lower income earners.

In Italy, the Bank of Italy reported that the share of families using these tools rose from 4% in 2022 to 30% in 2025. This growth has coincided with concerns regarding consumer debt perception. A study by Auckland University of Technology and Griffith University found that 40% of young adults aged 18 to 34 do not recognize BNPL services as a form of debt. Additionally, 43% of users reportedly utilized other credit to cover BNPL repayments, and 55% had incurred late penalties.

To mitigate these risks, new European consumer credit directives (CCD2) are being implemented. In Italy, operators must comply with stricter regulations by November 20, 2026, which mandate more rigorous advertising standards, pre-contractual information, and assessments of a consumer's ability to repay. These rules officially classify the services as credit rather than mere payment methods.