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

A shopper lands on an online store and sees a jacket she likes. If the page says "or 4 payments of $25 with Klarna", the price feels smaller before she has even opened the cart. A couple pricing a sectional on a local furniture store's website, or a student looking at a laptop, has the same question in a bigger form: can I spread this over a few months? If nothing on the page says so, they may never learn the option exists until the last step of checkout, or at all.

Buy now, pay later, or BNPL, lets a buyer split a purchase into smaller payments, usually four equal ones for a small order or monthly financing for a large one, while the store is paid in full up front by the provider. The offer matters most where the full price is what makes a shopper hesitate, and it only works on that shopper if they see it while they are still deciding.

Almost no store shows it. 97% of online stores show no buy now, pay later option on their homepage. Among US retail store websites, the categories with the smallest orders mention payment plans most and the ones with the biggest orders mention them least: fashion leads at 23.5%, and 93% of electronics store websites and 89% of furniture store websites never name a provider.

We used two sources. The first is the public HTTP Archive crawl of September 2026, which loads the homepages of 15,470,478 websites and records the software each one uses. Of those, 3,911,812 are online stores, sites running a store platform or shopping-cart software, and 729,553 of the stores run on Shopify. For each store we checked whether a buy now, pay later provider loads on the homepage, then compared platforms, popularity and country domains. The second is 1,395 US retail store websites listed on Google Business Profiles, checked on September 23 to 24, 2026: 260 fashion, 80 beauty, 210 home goods, 344 jewelry, 187 mattress, 212 furniture and 102 electronics stores. For each we looked at the homepage and up to two linked pages, the pages a shopper browses before checkout, and recorded the platform the website was built on.

On the homepage measure, a store shows buy now, pay later when the code of a BNPL provider, including Klarna, Afterpay (Clearpay in the UK), Affirm, Sezzle and Zip, loads on its homepage; that code is what displays messages such as "pay in 4" next to prices. On the retail category measure, a store website names a pay-later provider when one of eight BNPL brands appears on its pages: Affirm, Klarna, Afterpay, Sezzle, Zip, Shop Pay Installments, PayPal Pay Later or Clearpay, usually as a message under the price, a logo in the footer or a financing page. Popularity comes from Google's Chrome UX Report, which ranks websites by how often real Chrome users visit them. Country domains are web address endings such as .de for Germany; the country comparison counts all websites with that ending, not only stores.

That is fewer than three stores in a hundred, 112,307 stores out of 3.9 million. BNPL gets plenty of attention in the payments industry, yet on the page where most shoppers first meet a store, it is close to invisible. Stores that do offer it tend to save the message for checkout, the point where a hesitant shopper has already had to decide whether the price is worth it.

Bigger stores show BNPL more. Online stores among the million most visited websites show it 5.6% of the time, three times the 1.8% rate of stores ranked outside the top 10 million. A likely reason is that larger stores sell more high-ticket products and have the traffic to justify testing payment messages, so the long tail of small stores lags furthest behind.

13.3% of Shopify stores show BNPL on their homepage, about one in seven and more than four times the all-store rate. That is 96,731 Shopify stores, 86% of the 112,307 stores that show BNPL anywhere.

A likely reason is ease: BNPL providers offer ready-made Shopify apps that add "pay in 4" messaging to the theme in a few clicks, and Shopify stores can switch on Shop Pay Installments from the store admin, while other platforms often need the code added by hand. Either way, a shopper is far more likely to see a payment-plan offer on a Shopify homepage than anywhere else. As the category data below shows, though, the platform makes the message easy to add; whether it appears is still the owner's decision.

Across the seven retail categories, the ranking runs against order size. Fashion store websites name a pay-later provider most often, at 23.5%, followed by beauty at 21.2%, both categories of frequent, moderate orders, the case short four-payment plans were built for. Electronics store websites are last at 6.9%, less than a third of the fashion rate, and furniture is sixth at 11.3%, so 89% of furniture store websites never name a provider. Those are the categories where a laptop, a TV or a sofa can cost more than a month's spending money, and where a monthly figure next to the price would do the most work.

Jewelry and mattress stores sit mid-table at 16.6%, level with each other and just behind home goods at 16.7%. For mattresses the broad figure is an upper bound: 8% of mattress store websites name a provider other than Affirm, so 92% never mention Klarna, Afterpay, Shop Pay Installments or any other plan. For an engagement ring or a mattress bought because the old one gave out, the monthly price answers the shopper's first question, "can I afford this now?", before they leave to ask it elsewhere. A store may offer financing at the counter or in the showroom, but a shopper comparing stores on a phone never sees it.

The provider a store names follows its order size. Afterpay is the most-named provider on fashion store websites at 11.9%, beauty at 11.2% and home goods at 9%, with Klarna second in fashion and beauty. Affirm, best known for longer financing on larger purchases, leads on jewelry store websites at 7.6%, furniture at 6.6% and mattress stores, where its name appears on up to 10.7% of websites, more than three times Klarna at 3.2%. On electronics store websites, Afterpay is the most-named four-payment plan at 2.9%, followed by Klarna at 2%.

Home goods behave like fashion rather than furniture: a basket of rugs, lamps and bedding looks more like a clothing order than a sofa purchase. Jewelry splits down the middle, with Affirm and Afterpay close enough that neither dominates, which mirrors a price range that runs from gifts to engagement rings. Few stores give shoppers a choice: 3.1% of fashion store websites name two or more providers, and 0.9% of furniture store websites do. PayPal Pay Later barely registers, appearing on 0.5% of furniture store websites and on none of the fashion, beauty, home goods, jewelry, mattress or electronics store websites.

On the homepage measure, Shopify stores show BNPL far more often than stores on other platforms. Inside the retail categories the picture is mixed. Mattress store websites built on Shopify name a pay-later provider 26.1% of the time, more than twice the 11% of mattress store websites on other platforms, and Shopify furniture stores do so at twice the rate of other furniture stores. In beauty and home goods it runs the other way, and in fashion the platform barely matters.

WordPress store websites name a provider least in every category where they appear: none of the 20 electronics store websites and none of the 33 furniture store websites built on WordPress names one. On a dedicated ecommerce platform a BNPL provider can be added from the store settings or an app, and the price message appears automatically; on WordPress it usually needs a plugin and some setup, one more step many small stores never take. Where Shopify stores still trail, as in beauty and home goods, the tools are there and the message is simply not switched on.

By country domain, UK websites lead at 2.5%, followed by German and Spanish websites at 2% each and French websites at 1.3%. Australian websites sit at 0.8%, and .us and Canadian websites at 0.6%.

Klarna is Swedish, and paying in instalments or after delivery is a familiar checkout choice across the region. For stores selling into the UK or Europe, a BNPL message on the homepage is more common among competitors than it is in the US.

If you already offer buy now, pay later, make sure shoppers see it before checkout. Most providers supply a message block that sits under the price and updates with it; put it on every product page, next to the cart total and, for stores built on bigger baskets, in the free-shipping message. Add the provider's logo to the cart and link a short financing page that explains terms and how to apply in plain words.

If you do not offer it, match the plan to your prices. A short four-payment plan suits fashion, beauty, home goods, accessories and gifts; a provider with longer terms suits furniture, mattresses, fine jewelry and electronics, and if your range spans both, two providers can cover it. On small orders there is little to split and the provider's fee eats into margin, so start with your highest-priced products. In electronics and furniture, where 93% and 89% of store websites stay silent, a clearly shown monthly price stands out on every comparison.

Whatever you choose, test it: compare conversion and average order value with and without the message, and time the test for your busiest season. An ecommerce cro agency can set up that test on your product and checkout pages and read the result.

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