2026年中国先买后付(BNPL)行业概述、发展历程、市场现状及发展趋势研判:行业规模持续增长,年轻一代消费者为主要用户群体[图]
Chan Ye Xin Xi Wang·2026-01-24 02:30

Core Insights - The Buy Now Pay Later (BNPL) service is entering a "2.0" phase, particularly in China, where the market is experiencing strong growth, with BNPL accounting for 2% of e-commerce transaction volume and projected to reach 928.2 billion yuan in 2024, a year-on-year increase of 2% [1][9]. Group 1: Industry Overview - BNPL, also known as "buy now, pay later," is a new payment method that allows consumers to receive products before making payment, essentially functioning as a short-term credit product [4]. - The BNPL service is primarily provided by local leading applications or well-known e-commerce platforms in China, such as Ant Group's Huabei, JD's Baitiao, and WeChat's Fenfu, which significantly promote its adoption and growth [1][9]. Group 2: Market Dynamics - The BNPL industry is characterized by a high concentration of major players, with e-commerce platforms like JD and Pinduoduo leading the market by integrating BNPL services into their shopping processes [11]. - The main user demographic for BNPL services is the younger generation, who prefer flexible payment options over traditional credit cards due to simpler application processes and lower barriers to entry [9]. Group 3: Competitive Landscape - The competitive landscape of the BNPL industry is defined by a dominance of e-commerce platforms, collaboration with payment networks, and the presence of niche vertical platforms that fill market gaps [11]. - JD Group has developed its BNPL product, JD Baitiao, which allows users to enjoy flexible payment options across various scenarios, including online and offline purchases [12]. Group 4: Future Trends - Future innovations in the BNPL industry will focus on smart, personalized, and secure solutions, leveraging big data and AI for better credit assessments and utilizing blockchain for transaction security [14]. - The market competition is expected to intensify, with smaller BNPL providers facing potential acquisitions or mergers, while innovative companies may emerge as industry leaders [15]. - Regulatory scrutiny is anticipated to increase, with governments likely to implement stricter regulations on BNPL services regarding fees, terms, and transparency to protect consumer rights [16].