The source did not provide figures for other brands, as their intention was to provide a snapshot instead of a full market analysis. It does add that the figure for Apple Pay Later was higher than that for Sezzle and Zip.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
The source does not specify the type of survey conducted.
Citation formats
PayPal, Afterpay, Affirm, Apple Pay Later use for BNPL in the U.S. 2023
Apple Pay Later within three months after release, rushed to a penetration of almost ** percent, a figure not far behind Affirm in the United States. This is according to a survey held in May and June 2023 which asked U.S. consumers which buy now, pay later brand they were using. PayPal remained the most-used brand for BNPL, and was closely followed by Afterpay. This market for alternative money installments grew increasingly in the United States, as can be seen in the monthly app installs of certain BNPL providers in the country.
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Various sources (Payments Dive). (July 25, 2023). Share of respondents in the United States who used PayPal, Afterpay, Affirm, or Apple Pay Later for buy now, pay later (BNPL) as of June 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/1409121/bnpl-brand-penetration-usa/
Various sources (Payments Dive). "Share of respondents in the United States who used PayPal, Afterpay, Affirm, or Apple Pay Later for buy now, pay later (BNPL) as of June 2023." Chart. July 25, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/1409121/bnpl-brand-penetration-usa/
Various sources (Payments Dive). (2023). Share of respondents in the United States who used PayPal, Afterpay, Affirm, or Apple Pay Later for buy now, pay later (BNPL) as of June 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/1409121/bnpl-brand-penetration-usa/
Various sources (Payments Dive). "Share of Respondents in The United States Who Used Paypal, Afterpay, Affirm, or Apple Pay Later for Buy Now, Pay Later (Bnpl) as of June 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 25 Jul 2023, /statistics/1409121/bnpl-brand-penetration-usa/
Various sources (Payments Dive), Share of respondents in the United States who used PayPal, Afterpay, Affirm, or Apple Pay Later for buy now, pay later (BNPL) as of June 2023 ÌÇÐÄÆƽâ°æ, /statistics/1409121/bnpl-brand-penetration-usa/ (last visited July 24, 2026)
Share of respondents in the United States who used PayPal, Afterpay, Affirm, or Apple Pay Later for buy now, pay later (BNPL) as of June 2023 [Graph], Various sources (Payments Dive), July 25, 2023. [Online]. Available: /statistics/1409121/bnpl-brand-penetration-usa/
