Scalapay downloads in Italy increasingly started to resemble those of Klarna, although the Swedish app was still more popular in 2022 and 2023. Although Klarna is the most notable international entry into the Italian market, many people look at Scalapay as it is Italy's first unicorn. The BNPL start-up is mostly geared towards B2B, as the market share of BNPL within Italian B2C e-commerce is not as high as other payment methods. PayPal is a major player in Italy but the numbers on display, however, do not clearly indicate whether interest in the PayPal app stems from any potential buy now, pay later options. The same applies to the figures on the My Cofidis app, an Italy-only app from the French credit provider.
Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads
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 99.7 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:
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Statista, & AppMagic. (March 7, 2024). Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista, und AppMagic. "Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads." Chart. March 7, 2024. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista, AppMagic. (2024). Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista, and AppMagic. "Biggest Buy Now, Pay Later (Bnpl) Apps in Italy from 1st Quarter of 2015 to 4th Quarter of 2023, by Number of Downloads." Statista, Statista Inc., 7 Mar 2024, https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista & AppMagic, Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads Statista, https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/ (last visited December 21, 2024)
Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 4th quarter of 2023, by number of downloads [Graph], Statista, & AppMagic, March 7, 2024. [Online]. Available: https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
