Biggest buy now, pay later (BNPL) apps in the UK 2015-2023, based on downloads

Published by
Raynor de Best,
May 17, 2024
Klarna downloads in the United Kingdom were not as high as those of PayPal in 2022, but the difference between the two apps was getting smaller. This is according to research into approximately 150 different apps that either offer buy now, pay later directly or are closely affiliated with it. Noticeable for the UK is their relatively large variety of BNPL providers, similar to the United States. Additionally, the UK boasts several local BNPL fintechs such as Zilch and Laybuy. This adoption may explain the relatively high market share of BNPL in UK online shopping, although it should be noted that this same market share was higher in countries like Sweden or Germany.

Biggest buy now, pay later (BNPL) apps in the United Kingdom (UK) from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads

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Release date

March 2024

Region

United Kingdom

Survey time period

March 2024

Special properties

This statistic is the result of research into roughly 150 different apps used for BNPL across the world. For more information, see the "Details" tab; The apps on display here made up 99.4 percent of all downloads in Q4 2023

Supplementary notes

Some of the apps under review are not necessarily a "pure" BNPL player: The PayPal app, for example, has a BNPL option built inside of it - called "Pay in 4" - whereas Klarna is devoted solely to BNPL. It is therefore unclear whether these figures are fully comparable.

The names provided are based off multiple publications covering BNPL brands, and focus on BNPL providers with an app. If an app does not feature in the statistic, it is because download figures were too small. Note, however, that the selection of players is not exhaustive and does not include, for example, white labels as these do not have their own app- such as Divido, PayU, and Swap. The apps researched include:

  • Addi
  • Affirm
  • Afterpay (Australia)
  • AfterPay (Netherlands/Germany)
  • Akulaku
  • Aramex*
  • Atome
  • Carbon
  • Cashalo
  • Cofidis*
  • CredPal
  • EPayLater
  • FlexiFi
  • Fundiin
  • Hoolah
  • Humm
  • Klarna
  • Kueski
  • Laybuy
  • LazyPay
  • MobiCred
  • Nelo
  • OpenPay
  • Paidy
  • Payflex
  • PayJustNow
  • PayPal*
  • PayQart
  • Payright
  • Pine Labs
  • Postpay
  • RCS*
  • RecargaPay
  • Rely
  • ScalaPay
  • Sezzle
  • Shahry
  • Simpl Pay
  • Spotii
  • Tabby
  • Tamara
  • TendoPay
  • Tillit
  • Twisto
  • ValU
  • VirtusPay
  • Zaver
  • Zebit
  • Zilch
  • Zip/QuadPay
  • Zoodpay

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