Half Of Europeans Use BNPL Services Regularly

Paying Later Is Becoming Routine

Among those who use BNPL, it’s rarely a one-off decision. In Germany and France, 40% of users pay for purchases in instalments multiple times a year. In Austria, around one in three people does this every month.

Some go even further. In Germany, 20% of users delay payments monthly and 10% weekly. Switzerland is the exception. Only 25% of respondents say they use pay-later services at all, and 40% of them do so once a year or less.

Electronics Lead, But Local Differences Matter

Electronics are the most common category for instalment payments across EU markets:

• Germany: 50%
• Italy: 54%
• France: 44%

Elsewhere, behaviour shifts. In Switzerland, instalments are more often used for cars and motorbikes. In France and Italy, 40% of consumers finance household appliances this way.

Germany and Austria stand out in fashion, where around 25% of shoppers pay for clothing in instalments, noticeably more than in other countries.

It’s Not Just About Affordability

Spreading costs is the main reason people choose BNPL. The most common answer across all countries: it fits better into a monthly budget.

But there’s more behind the decision:

• Around 25% say it’s simply more convenient
• Roughly one in six feel it makes products seem cheaper
• 20% say they couldn’t afford the purchase otherwise (in France, this rises to about one-third)

For e-commerce, this matters. BNPL doesn’t just help customers pay, it changes how they perceive price.

The Other Side Of Convenience

The survey also points to downsides. In Switzerland, 23% of respondents say that regular instalment payments have a strong or very strong impact on their mental health.

That’s a signal for both retailers and regulators. As usage grows, so does pressure around transparency and responsible use.

What This Means For Online Retail

There’s one practical detail worth noting, across EU markets, instalment payments are most often used for purchases above €250.

For e-commerce players, BNPL is already doing the obvious – helping people say yes to bigger orders. But the survey suggests something subtler: shoppers aren’t just using it when they have to, they’re using it because it feels easier.

That changes the game a bit. It’s less about “offering BNPL or not” and more about how clearly you present it. If customers are using it regularly, they’ll expect transparency, what they’ll pay, when, and how it fits into their budget.