Scalapay downloads in Italy increasingly started to resemble those of Klarna, although the Swedish app was still more popular in 2022 and 2023. Although Klarna is the most notable international entry into the Italian market, many people look at Scalapay as it is Italy's first unicorn. The BNPL start-up is mostly geared towards B2B, as the market share of BNPL within Italian B2C e-commerce is not as high as other payment methods. PayPal is a major player in Italy but the numbers on display, however, do not clearly indicate whether interest in the PayPal app stems from any potential buy now, pay later options. The same applies to the figures on the My Cofidis app, an Italy-only app from the French credit provider.
Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 1st 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 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 Italy from 1st quarter of 2015 to 1st quarter of 2025, by number of downloads [Graph]. In Statista. Retrieved May 11, 2025, from https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista, und AppMagic. "Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 1st quarter of 2025, by number of downloads." Chart. April 3, 2025. Statista. Accessed May 11, 2025. https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista, AppMagic. (2025). Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 1st quarter of 2025, by number of downloads. Statista. Statista Inc.. Accessed: May 11, 2025. https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista, and AppMagic. "Biggest Buy Now, Pay Later (Bnpl) Apps in Italy from 1st Quarter of 2015 to 1st Quarter of 2025, by Number of Downloads." Statista, Statista Inc., 3 Apr 2025, https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
Statista & AppMagic, Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 1st quarter of 2025, by number of downloads Statista, https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/ (last visited May 11, 2025)
Biggest buy now, pay later (BNPL) apps in Italy from 1st quarter of 2015 to 1st quarter of 2025, by number of downloads [Graph], Statista, & AppMagic, April 3, 2025. [Online]. Available: https://www.statista.com/statistics/1346341/bnpl-most-popular-apps-in-italy/
