97% of Online Stores Don't Show Buy Now, Pay Later on Their Homepage

97% of online stores show no buy now, pay later option such as Klarna, Afterpay or Affirm on their homepage. Across seven retail categories, the stores with the biggest price tags mention payment plans least: 93% of electronics store websites never name a pay-later provider, against 76.5% of fashion store websites.

Share showing buy now, pay later by group

Online stores (all platforms)

2.9%

Shopify stores

13.3%

Stores among the million most visited websites

5.6%

Stores ranked outside the top 10 million

1.8%

Source: Suff Digital analysis of 3,911,812 online store homepages and 1,395 US retail store websites · the public HTTP Archive crawl of 15.5 million websites and store websites listed on Google Business Profiles, September 2026

Name a pay-later provider by retail category

Fashion

23.5%

Beauty

21.2%

Home goods

16.7%

Jewelry

16.6%

Mattress

16.6%

Furniture

11.3%

Electronics

6.9%

Afterpay by retail category

Fashion

11.9%

Beauty

11.2%

Home goods

Jewelry

6.4%

Mattress

2.7%

Furniture

2.4%

Electronics

2.9%

Shopify by retail category

Mattress

26.1%

Fashion

24.2%

Jewelry

21.4%

Furniture

17.7%

Beauty

17.6%

Home goods

14.5%

Share of websites showing buy now, pay later by country domain

United Kingdom

2.5%

Germany (.de)

Spain (.es)

France (.fr)

1.3%

Australia (.au)

0.8%

United States (.us)

0.6%

Canada

0.6%

Source: 97% of Online Stores Don't Show Buy Now, Pay Later on Their Homepage - Suff Digital