Afterpay has transformed how consumers pay and how businesses sell. With over 52,000 online retailers in the U.S. alone now offering Afterpay at checkout, it has become one of the most powerful buy-now-pay-later (BNPL) tools for driving conversions and increasing average order value. This guide covers who’s using it, why it works, and what the market landscape looks like in 2025.
Why Companies Are Choosing Afterpay
Retailers across fashion, electronics, health, and travel are adopting Afterpay for one core reason: shoppers who use BNPL spend significantly more per transaction. Studies show BNPL users spend up to 85% more per purchase compared to those using traditional payment methods. For merchants, that translates directly into revenue.
Key Benefits of Afterpay
- Higher average order values customers buy more when payments feel manageable
- Reduced cart abandonment flexible payment removes price hesitation at checkout
- Zero interest for the customer Afterpay charges no interest when paid on time
- Instant merchant payouts businesses receive full payment upfront; Afterpay handles collections
- Strong Gen Z and millennial reach the most engaged BNPL user demographics
- Simple integration works with major e-commerce platforms like Shopify, WooCommerce, and Magento
Popular Companies Using Afterpay in 2025
Afterpay is widely adopted across lifestyle, fashion, and consumer electronics. Here are the major brand categories and representative companies currently offering Afterpay at checkout:
| Company | Sector |
| Fashion Nova | Fashion & Apparel |
| ASOS | Fashion & Apparel |
| Urban Outfitters | Lifestyle Retail |
| Sephora | Beauty & Cosmetics |
| Ulta Beauty | Beauty & Cosmetics |
| Lululemon | Sportswear |
| Free People | Fashion & Lifestyle |
| Revolve | Fashion & Apparel |
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Market Share of Afterpay in the BNPL Sector
- 52,330 U.S. online retailers using Afterpay
- $235B global BNPL market size in 2024
- 52% market share held by top 5 BNPL players combined
- 21.2% CAGR projected through 2034
Afterpay (owned by Block, Inc.) sits firmly among the top three BNPL providers globally alongside Klarna and Affirm. It commands particularly strong market presence in Australia, New Zealand, and among fashion and lifestyle verticals in the U.S. and U.K. Together, the top five BNPL companies Klarna, Afterpay, PayPal, Affirm, and Zip hold a combined 52% share of the global market.
Major Competitors of Afterpay
Afterpay vs. Major BNPL Competitors (2025)
| Provider | U.S. Merchants | Strength | Best For |
| Afterpay | 52,330 | Fashion & Gen Z | Lifestyle brands |
| Klarna | 277,534 | Scale & Europe | Broad e-commerce |
| Affirm | 18,532 | Longer financing | High-ticket items |
| PayPal Pay in 4 | Largest base | Trust & reach | All categories |
| Zip (Quadpay) | Growing | SMB friendly | Small businesses |
Key Industries Driving Afterpay Adoption
Fashion and apparel leads BNPL adoption with a 27.85% market share in the U.S. making it the single largest vertical for Afterpay. But adoption is rapidly spreading beyond clothing:
- Fashion & apparel the dominant category; 27.85% of U.S. BNPL spend
- Beauty & cosmetics high-frequency purchases drive strong repeat usage
- Electronics higher ticket sizes benefit most from installment flexibility
- Home goods & furniture growing adoption for considered purchases
- Health & wellness projected fastest-growing category at 19.88% CAGR through 2031
- Travel emerging segment as consumers spread vacation costs
Global Reach of Afterpay: Top Countries Leading the BNPL Trend
Australia
43% of Australian consumers use BNPL, and 45% of online retail businesses in the country offer it as a payment method. Afterpay, Zip, and Humm dominate the local market, which is expected to reach $14.5B in 2025.
United States
Over 52,330 merchants use Afterpay across the U.S. The American BNPL market is projected to hit $122B in 2025 and expand to $184B by 2030, driven by millennials (48% of users) and fast-rising Gen Z adoption.
United Kingdom
Afterpay operates as Clearpay in the U.K. and is well-established across fashion and lifestyle retail. Europe’s overall BNPL GMV currently stands at $191.3B, with growth projected to $293.7B by 2030.
New Zealand & Canada
By early 2025, nearly 5,000 New Zealand merchants featured Afterpay on their websites representing over 50% of all BNPL domains in the country, making it the dominant BNPL provider in that market.
Frequently Asked Questions
What companies accept Afterpay? Over 52,000 U.S. retailers accept Afterpay, spanning fashion, beauty, electronics, home goods, and health including brands like ASOS, Sephora, Urban Outfitters, and Lululemon.
Is Afterpay available for B2B businesses? Afterpay primarily serves B2C retail, but B2B marketers can leverage Afterpay adoption data to identify and target merchant segments most likely to use BNPL-adjacent fintech solutions.
Who owns Afterpay in 2025? Afterpay is owned by Block, Inc. (formerly Square), which acquired the company to build an integrated payments and commerce ecosystem.
How does Afterpay compare to Klarna? Klarna has broader merchant coverage in the U.S. (277,534 sites vs. Afterpay’s 52,330), but Afterpay holds stronger brand affinity with Gen Z shoppers and dominates in Australia and New Zealand.
Final Thoughts
Afterpay remains a top-tier BNPL solution for brands targeting younger, digitally-native consumers particularly in fashion, beauty, and lifestyle. With the global BNPL market growing at 21.2% annually and expected to surpass $300B in GMV, businesses that integrate Afterpay stand to benefit from higher conversion rates, larger basket sizes, and stronger brand loyalty.
For marketers and sales teams, understanding which companies are already using Afterpay opens direct opportunities from partnership outreach to competitive displacement campaigns.
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