BNPL Platforms: Where Native Search Advertising Meets High-Intent Shoppers

For decades, Google’s search market dominance left brands and consumers with limited options. However, with antitrust enforcement against Google’s search monopoly and the emergence of native search advertising — the fastest growing search media channel outside of the legacy search engine results page (SERP) — competition, choice, and innovation are essential components of the search landscape for the first time in years.

Buy now, pay later (BNPL) apps are quickly emerging as a leading platform in native search, which also includes long-standing browser experiences and more nascent artificial intelligence search experiences. BNPLs seamlessly weave advertising into the shopping journey these apps provide consumers, affording advertisers a unique opportunity to be front and center as consumers in the buying mindset research products, brands and offers in a more intuitive and engaging environment.

More Than Just Payment Facilitators

BNPL platforms like Klarna, Afterpay, and Affirm are no longer just payment facilitators; they're rich ecosystems where consumers are exposed to new brands and discover new products. Recent research found that 51 percent of Americans have used BNPL apps, and 60 percent of those consumers say these platforms have helped them discover new retailers or products.

The growing prominence of BNPL apps in the modern consumer experience is especially pronounced among Gen Z and millennials, who are embracing emerging channels and moving away from legacy search engines. Nearly three-fourths (73 percent) of Gen Z report using BNPL apps, while millennials (64 percent) aren’t far behind. The result? A more open search market where brands can reach high-intent shoppers with low friction experiences outside of traditional walled gardens like the legacy SERP.

Native Integration of Ads Into the Shopping Experience

Rather than disrupting the experience, native search ads on BNPLs are contextually relevant and a natural part of the user’s experience, whether a shopper is browsing exclusive deals or looking for a specific product category. This native, consumer-focused approach ensures that advertising feels like a helpful extension of the platform, not an unwanted interruption.

A New Era for Retailers

BNPL platforms provide granular insights into consumer behavior at the point of transaction, in parallel with network-wide insights. This affords brands the opportunity to tailor their messaging and offers with greater precision. Leveraging consumer intent, rather than relying on search or browsing history alone, empowers retailers to more effectively optimize and scale their ad campaigns for performance. Additionally, native search ads on BNPLs can help retailers influence product discovery and consideration among high-intent shoppers, driving incremental sales and fostering brand loyalty. In fact, 60 percent of BNPL users say these apps help them discover new brands and products.

By investing media budget into BNPLs, brands can expand their reach and tap into a growing audience that's actively seeking flexible payment options, deals and other unique offers. This not only boosts a brand’s market presence, it also reduces reliance on saturated legacy search engines, positioning retailers to capture new demand in an evolving commerce landscape.

Asher Feldman is vice president of analytics at adMarketplace, a native search advertising company.