Has Buy Now Pay Later finally crossed the chasm?
Chris says yes, and Primark's latest move proves it. Seven years ago at Shop.org in LA in 2018, BNPL was still a fringe idea. Fast forward to 2025, and you can now buy four-dollar shirts at Primark using installment payments. As Chris puts it, "When you can buy four-dollar shirts on installments, there is no stopping it."
This moment completes the classic innovation adoption curve. BNPL has officially moved from early adopters to the mass market. The seven-year timeline also shows how long true technology adoption takes in retail, even when it looks fast on the surface.
Chris expects BNPL to spread rapidly across major US retailers, potentially surpassing last year's holiday usage despite economic pressure. The conversation is no longer about whether to offer BNPL. The real question is how quickly retailers can add it before they fall behind.
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