PayPal's buy now pay later is taking on startups and banks alike - Business Insider

. And analysts expect that scale to be beneficial for PayPal in the competitive buy now, pay later space.

Incumbents' buy now, pay later-type products differ from the fintechs in that they are typically offered after the purchase, and the installment plans are then worked into credit-card statements. "It used to be that going with another buy now, pay later was an alternative to using conventional PayPal, linked to some other card or account. Now it's all within the ecosystem, so the leap to make the installment financing choice is much shorter in our view," he added.

"The difficulty with assessing whether there will be increased use or not is that in some cases, retailers have decided to engage other buy now, pay later platforms in exclusive agreements," Golding said. "That may or may not prove to be a barrier to PayPal broadly deploying this across the entire online marketplace ecosystem. That has yet to be seen."

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