Buy Now, Pay Later gains traction in Romania as PayPo reports rising repeat use

Buy Now, Pay Later (BNPL) services that let consumers purchase immediately and defer payment are expanding their presence in Romania. PayPo, the BNPL leader in Central and Eastern Europe, says that of its 300,000 Romanian users, more than 65% return to the service after their first use, with an average usage frequency of six transactions per year. Company representatives attribute these figures to consumers shifting toward flexible digital payment solutions that offer greater control over transactions and payment options.

BNPL payments are increasingly part of regular shopping habits rather than occasional choices: among PayPo's active users in Romania, over 35% have completed more than five transactions, using the service for recurring purchases. Additionally, between 20% and 30% of users have chosen deferred or installment payments, options typically associated with higher-value purchases.

“Piața din România evoluează pe măsură ce consumatorii devin mai deschiși către experiențe de cumpărare digitale, în detrimentul plății ramburs, și către soluții de plată care se adaptează ușor nevoilor lor. Flexibilitatea procesului de achiziție nu înseamnă doar posibilitatea de a amâna plata, ci și transparența și ușurința cu care o gestionezi. Așadar, dezvoltarea pieței BNPL în România va fi susținută de îmbunătățirea experienței digitale a utilizatorilor și de încrederea cu care aceștia vor adopta soluții de plată noi”, says Raul Durma, General Manager PayPo Romania.

Gender differences and preferred product categories

PayPo's data reveal notable differences in how women and men use the service: women account for 80% of purchases made through the platform, while men make up 20%. The average basket value is 285 lei for women and 312 lei for men.

Clothing and footwear top the list of categories paid via BNPL for both women and men, followed by beauty products, children’s items, and pet supplies.

Peak periods and effects on merchants

Buying behavior is also shaped by times of year when consumers plan purchases or take advantage of promotions. Black Friday and the winter holidays are cited as peak periods for online commerce, and PayPo expects these intervals to continue supporting interest in BNPL solutions into 2026, providing additional opportunities for merchants.

The company provides an example from a partner merchant whose second year using PayPo saw a 37.3% increase in revenue and a 30.8% rise in the number of transactions, while average basket value grew by 8.7% compared with the first year. PayPo highlights this as evidence of how flexible payments can boost sales dynamics over time.

“Pentru comercianți, integrarea unei soluții BNPL reprezintă o modalitate de a răspunde unor preferințe de cumpărare în schimbare și de a le oferi clienților mai multă flexibilitate chiar în momentul în care iau decizia de achiziție. Ținta noastră este să dezvoltăm parteneriate de lungă durată și să facem soluțiile de plată BNPL cât mai accesibile, atât pentru consumatori, cât și pentru comercianți”, adds Raul Durma, General Manager PayPo Romania.

According to PayPo, BNPL solutions currently account for roughly 4% of Romania’s e-commerce volume, with the potential to double that share in about three years.