Unlocking Market Potential: The Intersection of Buy Now Pay Later, Digitalization, and Marketing Strategies

Financial services have undergone significant evolution, particularly with digitalization's influence on consumer behavior and market dynamics. A notable recent trend is the surge of Buy Now Pay Later (BNPL) services, transforming consumer purchasing habits and financial management. This introduction offers an overview of BNPL's rise, its crucial role in today's market, and outlines research objectives focused on exploring BNPL's intersection with digitalization and marketing strategies to unlock market potential. Key aspects include BNPL's evolution from layaway plans to digital platforms, its impact on consumer spending, and the diverse strategies employed by BNPL providers and retailers. Understanding these dynamics is vital for businesses navigating the shift towards BNPL, digital transformation, and innovative marketing approaches.