PayJustNow says flexible payment platforms are becoming shopping destinations, financial services ecosystems, and measurable customer acquisition channels for retailers.
Buy now, pay later (BNPL) was built around a moment at checkout. Its next phase will be shaped much earlier in the shopping journey, as platforms help consumers discover products, compare options, find relevant offers, and decide where to spend.
For retailers, this changes the commercial value of BNPL. A provider is no longer simply an additional payment button. The same platform can introduce new customers to retailers, support repeat purchasing, and provide measurable insight into how shoppers respond to offers.
“The payment remains important, but it is becoming one part of a much broader relationship,” says Greg van der Riet, Chief Commercial Officer at PayJustNow. “Merchants should be asking whether a BNPL platform can help them reach relevant consumers before they begin building a basket, and give those consumers a reason to return.”
The value moves beyond checkout
International providers already show how the category is expanding. Klarna’s shopping tools support product discovery and price comparison, with its memberships adding cashback and travel insurance. Affirm’s app helps customers find stores and offers, and its card can be used online and in physical stores.
These developments point to a wider contest for consumer attention. Platforms with regular app engagement and established payment relationships can influence merchant choice rather than appearing only after that choice has been made.
This shift is already visible on PayJustNow’s platform. Its 4.4 million registered consumers have a combined R26 billion available to spend across their Pay in 3 and Pay in 12 payment products, while the platform processes more than 21,000 transactions daily and records an 88% repeat-customer rate. Across more than 17,000 online and physical points of presence, PayJustNow reports a 30% increase in retail basket sizes. The PayJustNow platform also generates around 165 million impressions and 4 million clicks monthly, directing consumers towards participating merchants and their promotions.
A broader financial relationship
The platform can also support responsible access to a broader range of financial services. PayJustNow has begun making Finchoice-powered products available, including term loans, cash facilities, and insurance.
The model begins with a relatively low-risk payment product and a conservative initial limit. As customers establish a repayment history, PayJustNow can assess whether access to another product may be appropriate.
“We use repayment behaviour, real-time data, and risk assessment to determine which additional products may be appropriate for each customer. Access develops in line with demonstrated behaviour, while customers retain a clear view of what they owe and when payments are due,” says van der Riet.
For merchants, choosing a BNPL partner will increasingly mean choosing a source of customer demand. The strongest platforms will connect discovery, payment, and repeat engagement without losing the discipline that made flexible payments useful in the first place.
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