Fashion by installments: the rise of Buy Now Pay Later in e-commerce

• The BNPL market will grow by 11.6% in 2025
• In Spain, 4 out of 10 citizens already use it for purchases under 500€
• Consumers are looking for more immediacy, flexibility, and accessibility when making payments.

Buy limited-edition sneakers, a designer jacket, or that handbag that has been on your radar for months—and pay for it in installments without interest. That’s the reality offered by the “Buy Now Pay Later” (BNPL) model, a booming trend especially in the online fashion sector. According to a recent report by Research and Markets, this market will grow by 11.6% in 2025, exceeding $8.9 billion, and is expected to grow to $13.3 billion by 2030.

In a context where lifestyle and technology are advancing at full speed, the way we consume fashion is also changing. E-commerce platforms, luxury brands, and new designers are already integrating BNPL options to attract a shopper who demands immediacy, personalization, and financial freedom. In Spain, 4 out of 10 citizens already use it for purchases under €500, according to HiRetail, a figure reflecting how this trend is transforming our consumption. More than half (56%) of the users surveyed by FLOA say that BNPL allows them to make more conscious and sustainable decisions, obtaining higher quality products.

“Fashion companies have been using BNPL for years as a tool to boost conversion rates and increase the average customer basket. These payment facilities appeal to low-income and credit-challenged shoppers, especially younger shoppers who want to express style and personal identity by wearing fashion or logos without compromising their financial situation. This formula also allows them to buy luxury brands at higher prices, as they can split their payments.
However, it has not been enough for luxury brands to retain these aspirational shoppers, who are increasingly sensitive to value for money. With price hikes lately, this customer profile has been reducing luxury spending and online interaction. To win back these customers, brands must improve their value proposition,” explains Valérie Lamy, program manager of the MSc Fashion & Luxury Marketing at TBS Education-Barcelona.

Behind this consumer revolution is a powerful technological component: artificial intelligence, big data, and algorithms that personalize payment conditions according to each profile. A challenge for brands is to balance creativity, profitability, and ethics in the shopping experience.

Fashion, marketing and vision

In this new scenario, brands need professionals capable of understanding both consumer behavior and the technological and strategic tools to connect with them. “Fashion and luxury marketing is not just about great campaigns. Today, it is about anticipating trends, working with data, integrating technology, and offering memorable experiences. That’s why we train profiles that understand the product and the entire ecosystem surrounding it,” adds Lamy.