The Netherlands' BNPL market has increasingly been overtaken by Klarna - nearly reaching one million downloads in 2024. What stands out here is that the Netherlands is one of the few countries in Europe where the Swedish payment app received more downloads than any other app. PayPal Pay in 4 is not available in the country while PayPal in itself, generally speaking, is not the most used method to pay for online shopping within the country. A local player of note is Riverty, which up to 2022 was called AfterPay. This led to confusion with Australia's Afterpay - which also happens to be active in BNPL and credit services. Potentially due to this confusion with its Australian counterpart, the Dutch/German AfterPay changed its name in 2022 to Riverty.
Biggest buy now, pay later (BNPL) apps in the Netherlands from 1st quarter of 2017 to 4th quarter of 2025, by number of downloads
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 99.8 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:
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Statista, & AppMagic. (April 3, 2025). Biggest buy now, pay later (BNPL) apps in the Netherlands from 1st quarter of 2017 to 4th quarter of 2025, by number of downloads [Graph]. In Statista. Retrieved May 02, 2025, from https://www.statista.com/statistics/1310273/bnpl-most-popular-apps-in-the-netherlands/
Statista, und AppMagic. "Biggest buy now, pay later (BNPL) apps in the Netherlands from 1st quarter of 2017 to 4th quarter of 2025, by number of downloads." Chart. April 3, 2025. Statista. Accessed May 02, 2025. https://www.statista.com/statistics/1310273/bnpl-most-popular-apps-in-the-netherlands/
Statista, AppMagic. (2025). Biggest buy now, pay later (BNPL) apps in the Netherlands from 1st quarter of 2017 to 4th quarter of 2025, by number of downloads. Statista. Statista Inc.. Accessed: May 02, 2025. https://www.statista.com/statistics/1310273/bnpl-most-popular-apps-in-the-netherlands/
Statista, and AppMagic. "Biggest Buy Now, Pay Later (Bnpl) Apps in The Netherlands from 1st Quarter of 2017 to 4th Quarter of 2025, by Number of Downloads." Statista, Statista Inc., 3 Apr 2025, https://www.statista.com/statistics/1310273/bnpl-most-popular-apps-in-the-netherlands/
Statista & AppMagic, Biggest buy now, pay later (BNPL) apps in the Netherlands from 1st quarter of 2017 to 4th quarter of 2025, by number of downloads Statista, https://www.statista.com/statistics/1310273/bnpl-most-popular-apps-in-the-netherlands/ (last visited May 02, 2025)
Biggest buy now, pay later (BNPL) apps in the Netherlands from 1st quarter of 2017 to 4th quarter of 2025, by number of downloads [Graph], Statista, & AppMagic, April 3, 2025. [Online]. Available: https://www.statista.com/statistics/1310273/bnpl-most-popular-apps-in-the-netherlands/
