Why Everyone is Jumping on the BNPL Trend
Over the years, purchasing power for Nigerians has been a sloppy journey, and business owners are at the forefront of testing and putting out offers that sell them more products while helping shoppers afford what they want. One of the most significant shifts in consumer finance today is the rise of Buy Now, Pay Later (BNPL)—a system that lets people get what they want immediately and pay for it in installments without the burden of credit card debt.
Think of it like how mortgages work in Western countries—people don’t have to pay the entire house cost upfront; they break it into structured payments over time. BNPL works the same way but for everyday purchases. Whether it’s the latest iPhone, a fresh pair of sneakers, or groceries, BNPL is making shopping more accessible. “E-commerce giants like Jumia and Konga, fashion retailers, gadget stores, and even ride-hailing services are jumping on this trend, realizing that Gen Z—the largest group of emerging consumers — has an urgency to beat. Somehow, the BNPL system is also a means to beat inflation and get the best of their money. The system is here to stay. The problem in the mind of every business owner is how to sell the idea to Genz and beat out competitors as they do so.
.
Meet Nigeria’s Gen Z Shopper: The Digital-First Hustler
To better understand the Nigerian Gen Z shopper, let’s outline a persona:
Persona Attribute | Details |
Age group | 20-28 |
Digital Behaviour | Always online, active on Meta, Tiktok, and e-commerce platforms |
Shopping Habits | Trusts peer recommendations, prefers flexible payment options, values convenience |
Financial Habit | Caution about debt, but open to BNPL for affordability, urgency, and to beat inflation. |
Lifestyle Goals | Wants the latest gadgets, stylish outfits, weekend getaways,etc |
Occupation | Tech bro or sis, content creator, student, entrepreneur, 9-5 bro and sis… |
If you’re still in that phase of market analysis, research, and strategy in your business, contact us here, let’s help you speed up the process and achieve your business goals. You can as well read more about the best strategies to acquire customers in 2025
The Challenges in Selling BNPL to Gen Z
Selling an offer is quite complex, as it has many intricacies. A famous phrase passed around the Genz marketer goes like this: “Even if you sell life, some won’t buy.” Selling comes with its challenges, and not knowing them breeds frustration. Businesses and fintech companies often struggle with the following:
- Misinformation & Skepticism – Many young shoppers fear hidden charges, high interest rates, or complex repayment terms. Past experiences with loan apps have made them wary.
- Lack of Awareness – Many potential users don’t fully understand how BNPL works. They are familiar with what the street says about BNPL but not what it really is. Many businesses struggle to communicate the T&C associated with BNPL, which leads to bad acquisitions.
- Outrageous Repayment Plans—Some BNPL providers offer terms that are too rigid or come with high penalty fees, discouraging adoption. Some use threats and illegal means to regain repayment.
Key Marketing Strategies for BNPL Adoption
Here are a few marketing strategies you can use to market your BNPL offer to GenZ and other generations
1. Conducting a market research
Selling BNPL (Buy Now, Pay Later) services varies significantly depending on the business type and target audience. Each business may adopt BNPL differently, with unique terms and conditions tailored to their needs. That’s why market research is crucial. Effective research can involve creating waitlists, conducting social listening, and utilizing various other tools to understand consumer preferences. Read more on some of the best tools for conducting thorough market research.
- Infusing Education for awareness and adoption: Awareness can be digital or traditional, or it can be both. One thing we can’t ignore is the effect of social media on all age groups, including the millennial generation and baby boomers. BNPL providers must create engaging, relatable content explaining the service in simple terms. Blog posts, short explainer videos, and TikTok challenges can help break down the process, emphasizing transparency and ease of use. A well-informed consumer is more likely to trust and adopt the service.
3. Social Media & Influencer Marketing: Meeting Gen Z Where They Are
Gen Z shoppers trust influencers more than traditional ads, but baby boomers or millennials may have a contrary opinion. Regardless, knowing where your audiences are and meeting them there is important.For the Genz market, collaborating with micro-influencers, running interactive Instagram Live sessions, and leveraging TikTok trends can create authentic engagement. Adopting user-generated content showcasing real BNPL success stories can also drive credibility and interest.
4. Trust & Transparency: Addressing Financial Concerns
To counter scepticism, BNPL companies must highlight zero-interest options, clear repayment structures, and fraud protection mechanisms. Simple, jargon-free messaging should reassure users that there are no hidden catches.
5. Seamless User Experience: Prioritizing Speed and Simplicity
A long or complicated sign-up process will drive users away. BNPL platforms should focus on one-click approvals, smooth integrations with online stores, and AI-driven customer support for instant responses.
How Intense Digital Can Help You Sell Your BNPL Offer
At Intense Digital, we develop tailor-made, data-driven marketing strategies for fintech brands looking to scale their BNPL services. From content creation and influencer collaborations to campaigns and conversion optimization, we help businesses bridge the gap between BNPL solutions and Gen Z shoppers. Check out our recent viral campaign. If you want to improve your customer acquisition or adoption of your BNPL offer or any other offer by 30% in 90 days or less, contact us today. We will respond within 24 hours. You can also follow us on our social media channels – Linkedin, Instagram, and X
