Global consumer habits are undergoing a revolution called “Buy Now, Pay Later“ (BNPL). This is no longer just another payment option; it’s an essential solution to the massive “credit gap” that young generations in Vietnam are facing. This report will provide a deep analysis of the BNPL boom and, most importantly, reveal the golden opportunity it presents for affiliate marketers in the finance niche.
“Buy Now, Pay Later” – The spending trend exploding among young consumers
If you’ve heard the term “Buy Now, Pay Later” and dismissed it as just another form of installment payments, you might be missing out on a financial revolution that is reshaping the spending habits of both Gen Z and Millennials.
To understand the scale of this trend, let’s look at the numbers.
- According to a report by Research and Markets, the BNPL market in Vietnam is projected to reach $4.41 billion by 2029.
- Its Compound Annual Growth Rate (CAGR) is 31.3% from 2024 to 2029 – among the fastest growth rates in the region.
- When you consider that the credit card penetration rate in Vietnam is still low at around 4.5% (Vietnam Credit Card Market Report 2024), it’s clear that there is massive room for growth in user acquisition. This is the moment for affiliates to capitalize on the trend.
Users, especially Gen Z, don’t see BNPL as “debt” but rather as a smart, convenient, and far more accessible payment method than traditional credit cards. This explosive growth isn’t accidental. It’s driven by a shift in consumer behavior:
- The shift away from credit cards: Young people today are increasingly wary of the complicated procedures, high interest rates, and hidden fees of traditional credit cards.
- The need for instant gratification: In the digital age, the desire to experience and own products immediately is stronger than ever.
- The E-commerce boom: E-commerce platforms that integrate BNPL have created a seamless, convenient, and highly appealing shopping experience.
Insight for Affiliates: The market is generating enormous demand on its own. Your job isn’t to create the need; it’s to show users the solution that already meets their existing demand.
Decoding the Mindset: Why is “Buy Now, Pay Later” so popular?
To successfully promote a product, you must deeply understand your target audience. For finance affiliate campaigns like BNPL, the core audience is Gen Z and Millennials.
- They crave transparency and control: BNPL offers clear payment schedules (often with 0% interest for short terms of 1 – 6 months), which makes them feel like they are managing their finances smartly, rather than getting caught in a confusing “debt cycle.”
- They Value convenience and speed: BNPL apps completely eliminate complicated paperwork. The ability to register in just a few minutes on a smartphone is a perfect fit for the fast-paced lifestyle of young people.
- They want to “Live Richer Experiences”: Gen Z is willing to spend money not just on physical products, but on experiences: a ticket to their favorite artist’s concert, a solo trip, an online course, or a powerful smartphone for content creation. BNPL allows them to seize these opportunities the moment they arise. This is also one of the key factors driving high conversion rates in travel affiliate campaigns, helping publishers achieve greater profits. Case study: earn $50,000+/month from Trip.com affiliate with Ecomobi
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According to a report and analysis by TraceData Research (2025), BNPL users in Vietnam under 30, especially those aged 21 – 30, make up the largest share of total BNPL users. They mainly use it to pay for electronics and devices, fashion, and services related to travel, education, and health.
BNPL offers a completely new consumer experience, which is especially attractive to young users living in the digital age.
When consumer trends open new doors for Publishers & Creators
Behind every consumer trend lies a wave of money-making opportunities for those who know how to seize them. The financial affiliate niche is one of the highest-paying affiliate niches. As users increasingly trust digital financial apps like Kredivo, Shopee PayLater, MoMo,… the demand to learn about, register for, and experience Buy Now, Pay Later is also surging.
And that is the golden moment for Publishers, KOLs, and Content Creators in Affiliate Marketing. By simply sharing a link, reviewing an app, or creating a how-to guide, you can earn a commission for every activated account.
The BNPL trend has created a perfect playground for this model. BNPL campaigns have outstanding conversion rates because:
- The market is huge: The demand is already established and growing exponentially.
- Low barrier to entry for users: Users don’t feel like they are “taking out a loan” but rather using a smart payment tool.
- It’s less saturated: Compared to other affiliate niches like E-commerce or Gaming, the BNPL space is still an open field. This is the perfect time to build your authority and become a top publisher.
- Easy to create content: You can integrate BNPL into almost any content niche: tech reviews, fashion, travel, home appliances, and more.
- Evergreen demand: As long as people are shopping, BNPL will be relevant. This is amplified during peak shopping seasons like holidays, back-to-school, and major sale days (11/11, Black Friday).
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Kredivo: The Opportunity to lead the BNPL and Finance Affiliate wave in Vietnam
Among the fast-growing BNPL platforms, Kredivo is one of the most prominent names in Vietnam and a top choice for finance affiliates. The app allows users to buy now and pay later flexibly across platforms like Tiki, Shopee, Sendo, and FPT Shop without needing a credit card.
A few impressive numbers about Kredivo:
- Over 10 million users in Southeast Asia.
- Operating in Indonesia, the Philippines, and Vietnam.
- Partnered with thousands of e-commerce merchants.
- Fast approval rates, user-friendly interface, and a highly trusted reputation.
Most importantly, the Kredivo Affiliate Campaign on Ecomobi platform, offers the highest commission on the market at $5 per active user, creating an attractive earning opportunity for publishers, creators, and finance content specialists.
The market is moving. Consumers are changing. The Buy Now, Pay Later trend is not a short-term fad; it is the natural evolution of consumer behavior in the digital era. For affiliate marketers, this is a blue ocean with enormous potential. In addition, check out 15+ legit paying apps that let you earn real money.
The question is: have you caught up with the “Buy Now, Pay Later” trend yet?
If the answer is no, now is the time to act. Missing this wave is like missing the opportunity with E-commerce or Social Media a decade ago. Start your journey to conquer the finance affiliate market today with Kredivo’s BNPL campaign – an opportunity you can’t afford to miss.
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