Biggest buy now, pay later (BNPL) apps in Italy 2015-2023, based on downloads
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.
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