The report decodes the top consumer preferences, categories driving demand, adoption of BNPL by merchants and highlights triggers for shift in consumer behavior.
BENGALURU – ZestMoney, India’s largest and fastest- growing Buy Now, Pay Later platform, has released its annual Buy Now, Pay Later report, which decodes the top consumer preferences, categories driving demand, adoption of BNPL by merchants and highlights triggers for shift in consumer behavior. Besides revealing consumer preferences and how Indian states took to BNPL in a big way, ‘The India Buy Now, Pay Later Report 2021’ also gives an overview of the Indian BNPL ecosystem, global best practices, and the way forward for the industry in India.
The report offers interesting insights into customer behavior and highlights the diverse trends of 2021 from across the country. The overall BNPL transactions on ZestMoney saw a massive 300% increase in 2021 compared to 2020. BNPL took off on a solid note in travel, which has emerged as a top growth driving category along with fashion. There was an increase of 2.3X in the number of transactions on the platform as Indians rediscovered India and preferred BNPL to plan their travel and split their bills at convenience. Bangalore, Mumbai, Ahmedabad, Delhi and Udaipur drove the demand in the travel category.
BNPL for travel was also driven by men and women in tier-II and tier-III cities. Travel also proved to be the fastest-growing category besides electronics and home and furnishings for Direct-To-Consumer (D2C) merchants, who enabled BNPL at the checkout.
While most of the customers (median) were in the 23-26 years group, BNPL emerged as the preferred option for people across age groups with the youngest customer being 18 years old and the oldest at 66. The number of millennial and GenZ customer base increased by 2X and 3X respectively, indicating that the BNPL segment has been driven by young cohorts in India in line with the global trend.
The report also revealed insights on what men and women shopped for across the country. While men from Tier 1 and 2 cities spent heavily on fashion and lifestyle, women from Tier 1 and 2 cities spent on upgrading their electronics and EdTech courses for upskilling respectively.
Bangalore, Mumbai, New Delhi, Pune, Hyderabad, Chennai, Ahmedabad, Thane, Kolkata, and Jaipur emerged as the top cities witnessing demand for BNPLin 2021, while Lucknow, Kanchipuram, Vijayawada, Visakhapatnam, Guntur, Surat, Indore, Bhopal, Tiruvallur, and Coimbatore were the other top tier-II and tier-III cities on the platform.
Commenting on the report, Lizzie Chapman, CEO & Co-founder of ZestMoney said, ‘2021 was an intense year, with the volatility of the pandemic coupled with its impact on the consumer we serve – from pain to recovery and then rapid demand acceleration over the last two quarters. Customers continued to lap up Pay Later because it gives them the perfect flexibility to spread out costs and plan their finances better. We’ve doubled our user base in the last 12 months taking our total registered user base to 15 Mn – almost 2X growth. It’s been a well- rounded growth across categories from smartphones, electronics, travel,fashion and lifestyle, and home decor emerging as the top categories on the platform.”
“We not only added the highest number of new customers and merchants but also gained market share in an ever-growing market. We saw a 300% YoY growth in BNPL transactions as people took to convenience and affordability in a big way. Owing to the solid consumer demand we saw last year, we now have a 50% market share in the Indian BNPL market and over 70% market share in the online ‘Pay in 3 no-cost interest-free offering. On the back of the strong demand and our expansion plans, we are confident of hitting a $10 BN GMV run rate in the next 3 years and cementing our position as the market leader in the country.” added Lizzie Chapman.
Direct to consumer (DTC) brands took to enabling BNPL at checkout as they saw an increase in sales and average order value. ZestMoney saw a 10X YoY growth in the number D2C merchants on its platform indicating the popularity of the BNPL option among them. While DTC brands in Fashion, Beauty, and Skincare topped the demand for BNPL, Electronics, Home & Decor, and Travel were the other major categories.
During the festive season, customer applications for BNPL went up by 10X with top categories being Smartphones, electronics, large appliances, fashion, furniture, and home decor. ZestMoney witnessed 200% growth in transactions on Amazon, Flipkart, and Myntra compared to last year. While physical stores observed growth of 100% during the festive season compared to 2020.
The report also highlights the importance of collaboration between banks and fintechs to scale the adoption of BNPL and drive financial inclusion in the country. ZestMoney said it partners with 25 leading banks and NBFCs to service demand from customers.
ZestMoney is the largest omnichannel Buy Now, Pay Later platform with 15 Mn registered users across the country. It has the largest network of merchants with 10,000+ online partners including the biggest e- commerce platforms like Amazon, Flipkart, Myntra, MakeMyTrip, Nyka among others. It is also present at 75,000+ store partners including brands like Reliance Digital, Sangeetha Mobiles, Pai International, Pa Mobiles, and Poorvika Mobiles across the country.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
