Zip Research Reveals 83% of U.S. BNPL Users With a Preferred Provider Would Likely Abandon a Purchase Without It
Zip Research Reveals 83% of U.S. BNPL Users With a Preferred Provider Would Likely Abandon a Purchase Without It
Nearly half have already abandoned a purchase in the past year, underscoring the importance of payment choice for retailers
NEW YORK--(BUSINESS WIRE)--Zip (ASX: ZIP), the digital financial services company offering innovative, people-centered products, today released new research showing that payment preferences are shaping where consumers shop. Among surveyed U.S. buy now, pay later (BNPL) users, 83% say they would be likely to abandon a purchase if their preferred BNPL provider weren’t available at checkout.
Among those shoppers, 46% say they have already abandoned a purchase in the past 12 months because their preferred provider wasn’t available. Of those who abandoned a purchase, 39% went on to buy from a different retailer, and 75% of abandoned carts with a reported value were worth $100 or more.
“Payment choice isn’t just a checkout feature, it shapes where consumers choose to shop. These findings reinforce the importance of giving customers access to financial tools they know and trust. For retailers, offering the right payment options means creating better shopping experiences and reducing the risk of losing customers at checkout,” said Rory Herriman, President and Interim CEO, Zip US.
Additional findings highlight the role of BNPL throughout the shopping journey:
- 65% of shoppers with a preferred provider say it is extremely or very important that a retailer offers it.
- 59% of shoppers with a preferred provider say they have chosen one retailer over another because it offered their preferred BNPL, and 90% of those shoppers say they would likely abandon a purchase without it.
- 73% of all surveyed BNPL users say they consider BNPL before they reach checkout.
- 62% of all surveyed BNPL users say they have used BNPL for a purchase they otherwise would have postponed or skipped.
The findings reflect Zip’s commitment to putting customers first by offering flexible, transparent payment options that support greater control and confidence in their financial decisions, while helping merchants better serve the shoppers they want to keep.
What merchants can do with these findings:
With the holiday shopping season approaching, Zip encourages merchants to consider three steps to keep shoppers who plan on using BNPL:
- Show BNPL options early, not just at checkout. 73% of surveyed BNPL users consider BNPL before reaching the cart.
- Make preferred providers visible. 65% of shoppers with a preferred provider say it is extremely or very important that a retailer offers it.
- Keep checkout simple. An easy-to-use app and an easy checkout experience are among the top reasons shoppers with a preferred provider choose their BNPL.
About the Research
Zip conducted a quantitative online survey through Ideally with 1,015 U.S. adults aged 18 and older who had used at least one Buy Now, Pay Later (BNPL) service in the past 12 months, across various providers, not limited to Zip customers. The survey included an equal split of male (50%) and female (50%) respondents. The survey was fielded between October 17th-19th 2026.
About Zip
Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in Australia and the United States, Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.
Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.
For more information, visit: www.zip.co
Eligibility criteria apply. Loans through Zip are originated by WebBank.
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