Spending control, rewards drive BNPL adoption in APAC

Consumers use BNPL to manage spending and protect reward access.

Asia Pacific is set to see the fastest expansion of the ‘buy now, pay later’ (BNPL) market, with a compound annual growth rate of 8% in consumer credit and 7% in lending through 2025 to 2030, according to a Euromonitor report.

The report said it is due to consumers using BNPL to manage spending and protect access to the rewards they value.

“This creates a strong base for BNPL-enabled loyalty, supported by super-app ecosystems and integrated digital journeys,” the report said.

In 2025, 30% of millennials in the region cited real-time rewards as their reason for participating in loyalty programmes.

Consumers also increasingly see BNPL as a clearer and more transparent alternative to credit cards or short-term loans, showing a shift toward greater control over when and how they pay. For brands, this opens an opportunity to integrate loyalty directly into BNPL experiences and digital wallets.

The report noted that digital wallets are well placed to anchor this ecosystem by bringing together payment methods, loyalty balances, transaction histories and personalised offers in one platform.

Convenience continues to drive adoption, with 49% of respondents in Euromonitor’s Voice of the Consumer: Digital Shopper Survey (March 2025) citing it as a main reason for using digital wallets.

“When BNPL is linked to loyalty programmes, members are more engaged and receptive—turning purchase intent into completed transactions,” it added.