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DRIVING GROWTH WITH BNPL: HOW ALLYIZ HELPED A LEADING EUROPEAN RETAILER BUILD A SCALABLE STRATEGY

  • Writer: Yana Kutsa
    Yana Kutsa
  • Jan 27
  • 3 min read

Introduction

Retail is changing faster than ever. Customers expect convenience, flexibility, and seamless checkout experiences. One of the biggest innovations shaping modern retail payments is Buy Now, Pay Later (BNPL) — a solution that not only improves customer experience but also drives conversion and repeat purchases.


Allyiz supported a major European retailer on its BNPL journey, helping transform a complex idea into a clear, scalable strategy that delivers results.


This case study explains how Allyiz experts approached the challenge, the strategy designed, and the impact achieved.


What Is BNPL and Why It Matters for Retailers

Buy Now, Pay Later (BNPL) allows customers to split payments into installments, making purchases easier and more accessible.


Why BNPL is important:

  • Higher conversion rates and fewer abandoned carts at checkout.

  • Increased average order value. Customers feel more comfortable buying higher-priced items.

  • Better customer experience, because flexible payment options build loyalty.

  • Competitive differentiation. With BNPL retailers meet expectations set by digital-first brands.


For retailers operating across multiple countries, however, BNPL can be challenging. Regulations differ, internal systems may not be ready, and choosing the right implementation model is critical.


That’s where Allyiz comes in.


Building a BNPL Strategy for a Major European Retailer

The Client

A large European retail group wanted to introduce BNPL to boost sales, increase conversion, and stay competitive across multiple markets.


The retailer also owned a banking arm, creating future opportunities, but also extra complexity.


The Challenges in BNPL implementation

The client faced several barriers:

  • Multiple regulatory environments across different countries

  • High customer expectations for fast, smooth checkouts

  • IT and back-office constraints limiting internal capacity

  • Uncertainty about the best implementation model


The key question:

How can BNPL be rolled out in a scalable, efficient, and customer-friendly way?


What Allyiz Did

Allyiz designed a comprehensive BNPL strategy focused on growth, flexibility, and operational efficiency.


The approach included:

  1. Mapping market regulations and consumer behavior across key geographies.

  2. Benchmarking leading BNPL solutions to define the minimum viable value proposition per market.

  3. Assessing multiple implementation models:

  4. fully internal;

  5. hybrid;

  6. external partner-based.

  7. Recommending an external partnership model for faster time-to-market and lower operational complexity.

  8. Creating a detailed checklist covering:

  9. regulatory requirements;

  10. UX expectations;

  11. return and reimbursement flows;

  12. KPI alignment;

  13. back-office readiness.

  14. Designing a roadmap to gradually leverage the retailer’s banking arm in select markets in the medium term.


Allyiz experts focused on viewing BNPL not as a direct revenue stream, but as a strategic lever for sales growth and customer loyalty.


The Result

The strategy delivered clarity, confidence, and measurable advantages:

  • Accelerated rollout timelines.

  • Access to best-in-class third-party expertise.

  • Flexibility to transition toward more in-house capabilities through the retailer’s bank.

  • Clear guidance on choosing partners, structuring operations, and designing user journeys.


Most importantly, the retailer gained a scalable BNPL framework tailored to each market, improving customer experience while maintaining agility across Europe.


Conclusion

BNPL is more than a payment feature. It is a growth engine when designed correctly.


Through structured analysis, strong market insight, and clear decision frameworks, Allyiz helped a leading retailer confidently adopt BNPL while minimizing risk and operational burden.


Retailers exploring BNPL can benefit from the same strategic approach: start with customer value, align operations, and choose the right model for each market.

What industries benefit most from BNPL?

BNPL works particularly well for retail, fashion, electronics, home goods, and e-commerce — anywhere customers appreciate flexible payments.

Does BNPL increase risk for retailers?

When structured correctly and supported by reliable partners, BNPL shifts most credit risk to the provider, while retailers benefit from higher sales and conversion.

How long does it take to implement BNPL?

Timelines vary by market and IT complexity. With the right partner model and roadmap, implementation can be significantly accelerated.

Why choose Allyiz for BNPL strategy?

Allyiz experts combine payments expertise, operational insight, and market knowledge to design BNPL strategies that drive growth while staying compliant and scalable.


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