Target leans into third-party online marketplace growth

It wasn’t just shoppers with strapped budgets that boosted buy-now, pay-later services to a record-setting $1 billion in transactions on Cyber Monday. It was also the brands and fintech companies that pushed the services front and center. This holiday season, more brands deployed BNPL services with different payment options beyond the more familiar “pay-in-four” structure, whether a six-month payment plan at 0% interest or a 24-month installment loan with interest. And the services are showing up in more digital wallets. Apple Pay users, for instance, can now toggle a payment plan with Affirm and Klarna, while Afterpay has new integrations with its sister company Cash App. BNPL represented about 7.3% of all spending from Nov. 1 to Dec. 2 this year, according to Adobe, and it’s forecasted to account for around $20.2 billion between Nov. 1 and the end of the year.

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