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Buy now, pay later market share, 2026
Affirm leads the buy now, pay later providers we track: it's on 40% of the 14,494 websites that run any of them. Sezzle is second with 29%.
| # | Tool | Websites | Share | ||
|---|---|---|---|---|---|
| 1 | Affirm | 5,842 | 40% | Alternatives | |
| 2 | Sezzle | 4,247 | 29% | Alternatives | |
| 3 | Scalapay | 2,313 | 16% | Alternatives | |
| 4 | Tamara | 995 | 7% | Alternatives | |
| 5 | Tabby | 462 | 3% | Alternatives | |
| 6 | Atome | 440 | 3% | Alternatives | |
| 7 | humm | 194 | 1% | Alternatives | |
| 8 | Splitit | 137 | 0.9% | Alternatives | |
| 9 | Katapult | 51 | 0.4% | Alternatives |
Share: of the websites running any of these tools. From the homepage code of the 35,687,212 sites in StackGrep's latest crawl.
The leader in each country
| Domain | Most used | Websites | |
|---|---|---|---|
| .comon .com | Affirm | 4,492 | 43% of installs |
| .dein Germany | Scalapay | 30 | 67% of installs |
| .orgon .org | Affirm | 54 | 63% of installs |
| .ukin the UK | Affirm | 34 | 56% of installs |
| .neton .net | Affirm | 78 | 36% of installs |
| .frin France | Scalapay | 142 | 92% of installs |
| .nlin the Netherlands | Affirm | 13 | 72% of installs |
| .jpin Japan | Affirm | 5 | 71% of installs |
| .itin Italy | Scalapay | 808 | 98% of installs |
| .auin Australia | humm | 90 | 69% of installs |
| .cain Canada | Sezzle | 304 | 62% of installs |
| .chin Switzerland | Affirm | 8 | 50% of installs |
Other markets
Questions
What is the most used of the buy now, pay later providers?
Affirm, on 5,842 websites in our index (40% of the sites that run any of the 9 we track).
How is market share measured here?
By websites: we read the homepage code of every site in our crawl and count the sites that load each tool. A site that runs two counts for both, so the shares can add up to more than 100%. It's a count of sites, not of revenue or orders.
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