In a time of enormous growth for buy now, pay later (BNPL) providers, Klarna will surpass Affirm by 2027, generating $33.38 billion in US BNPL payment value.

To entice more customers, Klarna has continued to expand its BNPL services, including new cooperation with Airbnb.

According to Insider Intelligence/eMarketer, Gen Z will dominate BNPL growth, although Gen X and baby boomers will still account for 37.5 million customers by 2027.

Following Klarna and Affirm are Afterpay in the third spot and then Zip in the fourth.

Gen Z will be critical in shifting BNPL payments from online to in-store.


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