Biggest buy now, pay later (BNPL) apps in the U.S. 2015-2025, based on downloads

Published by

Apr 3, 2025

Whilst PayPal topped a download ranking for the United States in 2025, Klarna led a pack of BNPL competitors. Until the end of 2022, the number of downloads of the Klarna app was about half of that of the PayPal app - a significant change compared to earlier years, when PayPal was downloaded relatively more often. This confirms a conclusion from a different BNPL ranking in the U.S. based on users, namely that Klarna is more popular than some of its competitors.

Biggest buy now, pay later (BNPL) apps in the United States from 1st quarter of 2015 to 1st quarter of 2025, by number of downloads

Characteristic	PayPal*	Affirm	Klarna	Afterpay	Bread Financial	Zip	Sezzle	Beem	Four	Perpay
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AppMagic

Release date

April 2025

More information

Region

United States

Survey time period

April 2025

Special properties

This statistic is the result of research into roughly 200 different apps used for BNPL across the world. For more information, see the "Details" tab; The apps on display here made up 92.0 percent of all downloads in Q1 2025

Supplementary notes

* PayPal Pay in 4 is only available in seven countries: the United States, United Kingdom, France, Germany, Italy, Australia, and Spain. Consequently, download figures for the PayPal app have been excluded for other countries.

All figures concern apps that can be downloaded on either the Apple App Store or Google's Play Store. This leads to several data limitations:

Embedded payment services within larger (super) apps are not tracked separately. One important example is, among others, PayPal's Pay in 4. Additionally, not all BNPL options are available everywhere in the world;
Occasionally, download options of BNPL are not offered on the Apple App Store or Play Store. This is significant to note for countries which may not use these online marketplaces, or have an outright ban on them.

Some of the apps under review are not necessarily a "pure" BNPL player: The PayPal app, for example, has Pay in 4 embedded in it for certain countries - whereas Klarna is devoted solely to BNPL. It is therefore unclear whether these figures are fully comparable.

The names provided are based off multiple publications covering BNPL brands, and focus on BNPL providers with an app. If an app does not feature in the statistic, it is because download figures were too small. Note, however, that the selection of players is not exhaustive and does not include, for example, white labels as these do not have their own app - such as Divido, PayU, and Swap. Some of the apps researched include: