Buy now, pay later app users in Italy 2025| Statista

Pure player BNPL apps Klarna and Scalapay had as many active users as the PayPal app in Italy. This is according to a ranking of the biggest apps that can offer BNPL services, based on a minimum of 10,000 monthly active users (MAU) or more. Swedish brand Klarna operates in various countries worldwide, with over 13.5 percent of its global MAU coming from Italy. Domestic brand Scalapay, meanwhile, attracted over 57 percent of the global MAU from within the country. No exact figures are available for PayPal's Pay in 4, as it is embedded within its app.

Biggest buy now, pay later (BNPL) apps in Italy as of March 2025, by number of monthly active users (MAU)

App on Apple App Store or Google Play Store offering BNPL services	First app release date	Monthly active users (MAU)	Share of app MAU worldwide	Month-on-month percentage change in MAU	Year-on-year percentage change in MAU
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AppMagic

Release date

April 2025

More information

Region

Italy

Survey time period

April 2025

Special properties

This statistic is the result of research into roughly 200 different apps that offer BNPL across the world. For more information, see the "Details" tab; * Exact user figures are unavailable, as BNPL is embedded in a larger app.

Supplementary notes

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 Addi, PayU, or Swap. Some of the apps researched include: