Every day, around the world, millions of customers use Afterpay to purchase everything from fashion and footwear to tech and travel. 

Why? Because with Afterpay’s Pay-in-4 consumers can buy now and pay later, without incurring debt or compounding interest.

It is completely free for customers who pay on time, allowing them to access the things they want and need while still maintaining financial wellness and control. 

That’s why millions of customers around the world use Afterpay to purchase billions of dollars’ of products and services every year.

A world where everyone wins

Afterpay delivers benefits to customers and merchants, alike - and that’s by design.

From the outset, Afterpay was created to power a more accessible world where everyone wins. Central to this belief is a unique and responsible approach to late payments.

Afterpay’s unique approach  

If customers miss a payment, they won’t be able to use Afterpay until their payments are up to date. Late payment fees are charged, but they’ll never exceed $8 or 25 percent of the original order value, whichever is less, meaning customers are never forced into revolving debt. (And, in fact, 98 percent of Afterpay purchases incur no late fees¹.) New customers are also limited to low spending caps, and can only raise their limits after a history of consistent on-time payments.

All of which helps explain why Afterpay was ranked as the best Buy Now Pay Later provider for preventing overspending in 2025². 

A next-generation payment platform

Buy Now Pay Later providers like Afterpay are especially popular with a new generation of consumers, who value financial empowerment, transparency and flexibility. 

Today, 74 percent of Gen Z and Millennial BNPL customers use BNPL at least once a month³. And Afterpay’s appeal with next-generation consumers is only set to grow now that Afterpay is available to the 57m users who use Cash App⁴, which is the number one personal finance app in the US⁵ and among the top five most authentic brands to Gen Z⁶.

Why have customers embraced Afterpay?

We are customer-centric

Afterpay was developed to meet customer needs, and we champion customers’ best interests when it comes to making purchases. 

We are a money management tool

Many customers use Afterpay as a budgeting tool, as it splits their payments over four instalments. Customers can manage their payments through the app or online at afterpay.com, and pay nothing extra to spread their payments or pay off early. 

We are a new way to pay

Afterpay makes purchasing more convenient. We enable customers to access the things they want, when they want them.

We encourage responsible spending

We send payment reminders via SMS and email, and apply personal order and account limits.