Consumer behavior and shopping habits are constantly in flux, but if a brand is able to anticipate where and how consumers are shopping and searching, suddenly the brand can find itself more than a step ahead. Brands with a pulse on the consumer — ones that are present whenever and wherever a consumer is looking to purchase — are the ones that become competitive and stay competitive in the market. That’s the advantage of native search advertising.

Native search, which goes beyond the confines of the legacy search engine to connect consumers with relevant brands, products, and offers, serves ads native to the apps, sites, and platforms consumers actively use. This includes alternative browsers, buy now, pay later (BNPL) tools and other shopping apps, as well as editorial and review sites.

As a media channel in a brand’s performance marketing mix, native search creates more engaging experiences for consumers and provides them with more relevant results that better meet their expectations in real time. Native search on BNPL apps in particular has quickly and drastically changed how consumers discover new products and brands, and ultimately how they complete their shopping journey.

The Shift in Consumer Discovery Behavior

BNPL apps allow users to make purchases and pay for them in installments over time, rather than paying the full amount upfront. Prominent players in the space include Klarna, Afterpay, Affirm, and Zip. As one of the fastest growing channels, BNPLs are expected to total 900 million users annually and hit a market valuation equal to $3.7 trillion over the next 5 years.

The 2025 State of Search report by leading Native Search advertising company, adMarketplace, highlights this shift, revealing that more than half of Americans (51%) have used BNPL apps before. This trend is particularly pronounced among younger generations, with higher adoption rates among Gen Z (73%) and Millennials (64%) — demographics more enthusiastic towards emerging technologies and more familiar with online shopping platforms and financing apps.

The Role of BNPL in Product Discovery and Purchasing

BNPL apps are not just a payment method; they are becoming a significant channel for product discovery. The flexible payment options offered by BNPL apps influence purchasing decisions, often leading consumers to make spontaneous purchases or upgrade to more premium items.

As the largest Native Search advertising monetization partner for BNPLs worldwide, adMarketplace enables advertisers to access millions of BNPL shoppers directly in these apps. With exclusive search media unavailable on legacy search engines or through affiliate networks, we help brands showcase themselves across every step of the BNPL shopping journey. This empowers advertisers to compete and shape consumer intent toward their products.

adMarketplace generated over $417 million in advertiser revenue on BNPLs alone in 2024, using exclusive, native placements that create a prime opportunity for advertisers to connect with high-intent consumers outside of traditional search methods and channels to grow their market share and drive more clicks and conversions.

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Benefits of BNPL for Consumers

As telegraphed above, 30% of BNPL users say they enjoy the apps because they make it easier to find new brands or products, while 29% appreciate the fast checkout process according to the 2025 State of Search report.

BNPL apps offer consumers more accommodating payment options, making it easier for them to manage their finances. Unlike traditional credit options, BNPL apps typically do not require credit checks or charge compounding interest. This increases the buying power for a wide swath of consumers, encouraging higher average order values and increased spending on more premium products.

Brands Are Already Experiencing the BNPL Boost

Prominent brands have successfully integrated BNPL apps into their performance marketing strategies, reaping significant benefits. For instance, UK fashion retailer New Look saw stronger performance and higher average order value by diversifying their search budget with adMarketplace. The media placements across Firefox and the BNPL app Laybuy generated a 27% higher average order value (AOV) than Google non-brand, and saw ad clicks increase by as much as 63% in some instances.

Incorporating BNPL apps into your marketing mix is not just a trend—it’s a necessity to stay competitive in today’s advertising landscape. The BNPL industry is poised for continued growth, thanks to drivers like Native Search. As 60% of consumers now begin their search outside of legacy search engines, brands that embrace BNPL as part of a diversified search strategy will stay ahead. Partnering with adMarketplace enables advertisers to capitalize on this growing trend, ensuring they reach high-intent consumers in the moments that matter.

To learn more about how you can tap into native search ads on BNPL apps, download the full 2025 State of Search report for free or visit adMarketplace’s Solutions page to get started.

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