Walmart Enters the Buy Now, Pay Later Arena with Major Fintech Move

The introduction of installment loans through its fintech arm signifies Walmart's intent to tap into the lucrative financial industry, offering consumers new ways to finance their purchases directly t...
Walmart Enters the Buy Now, Pay Later Arena with Major Fintech Move
Written by Staff
  • Walmart has announced a strategic pivot into the Buy Now, Pay Later (BNPL) sector, positioning itself as a direct competitor to fintech firms like Affirm. This move is part of Walmart’s broader strategy to diversify its revenue streams beyond traditional retail by venturing into high-margin financial services. By leveraging its massive customer base and expansive retail infrastructure, Walmart aims to carve out a significant presence in the fast-growing BNPL market.

    The announcement marks a significant shift for the retailer, which has traditionally focused on its vast physical and e-commerce platforms. With the majority-owned fintech subsidiary, One, now offering installment loans, Walmart is expanding its financial offerings and setting the stage to disrupt the existing BNPL landscape dominated by players like Affirm and Afterpay.

    A report on CNBC discusses Walmart’s entrance into the Buy Now, Pay Later Arena:

    Strategic Expansion Beyond Retail

    “Walmart is not just a retail giant anymore; it’s moving into high-margin businesses,”’s Melissa Repko explained during a discussion. The retailer is adopting a strategy similar to Amazon’s by focusing on its core retail operations and exploring more profitable sectors such as advertising and financial services. The introduction of installment loans through its fintech arm signifies Walmart’s intent to tap into the lucrative financial industry, offering consumers new ways to finance their purchases directly through Walmart, which could enhance customer loyalty and increase sales.

    This shift towards financial services underscores Walmart’s intention to maximize profits and reduce reliance on low-margin retail sales. By creating its BNPL service, Walmart aims to retain more control over its financial ecosystem, potentially offering more competitive rates and terms than external providers. This could improve profit margins and attract a new demographic of consumers looking for flexible payment solutions.

    Impact on Existing Partnerships

    The new initiative by Walmart’s fintech One is raising concerns among its current partners. “With Walmart building out its technology to support BNPL loans, partners like Affirm might soon find their relationship with the retailer in jeopardy,” added CNBC’s Hugh Son. As Walmart moves to integrate these services in-house, it might reduce its reliance on third-party financial technology providers, which could reshape current business alliances and affect the competitive dynamics within the BNPL space.

    Particularly troubling for existing partners like Affirm is Walmart’s potential to fully replace its services with its solutions. If Walmart’s in-house BNPL offerings gain traction, it could significantly reduce its partnerships with specialized fintech firms, which rely heavily on the volume generated by such large retail clients. This strategic shift could force these companies to rethink their business models as Walmart aims to consolidate more of its financial operations internally.

    Future of Walmart’s Fintech Ventures

    Speculation is growing about the potential future expansions of Walmart’s fintech capabilities. Analysts are curious whether One will evolve to offer branded credit cards, further enhancing Walmart’s financial service offerings. “It’s too soon to tell,” remarked a CNBC analyst during the interview, highlighting the cautious approach Walmart is taking in unveiling its complete fintech strategy. However, the potential for One to encompass features such as credit issuance is significant, considering Walmart’s vast retail network and customer base.

    Integrating these financial services within Walmart’s ecosystem could be a game-changer for the retailer and its customers. By offering a seamless financial experience under the Walmart umbrella, One could enhance customer retention and increase average spend per visit. This strategic move aligns with Walmart’s long-term vision to remain a dominant player in the retail sector and establish a significant foothold in the financial services industry.

    Walmart’s History and Strategy in Financial Services

    Walmart’s foray into financial services is not new; the company has been attempting to penetrate this sector since the 1990s. Despite facing regulatory hurdles and opposition from banking lobbyists, Walmart has persisted in its efforts to integrate financial services into its offerings. This persistence reflects the retailer’s understanding of the financial sector’s potential profitability and its desire to diversify its revenue streams beyond the low-margin retail industry.

    Historically, Walmart’s attempts to establish a banking division have been thwarted by regulatory challenges. However, the landscape appears to be changing as Walmart employs innovative strategies to circumvent these barriers. By partnering with Ribbit Capital, a renowned fintech VC firm known for its investments in Affirm and Robinhood, Walmart is well-positioned to overcome previous obstacles. This partnership underlines Walmart’s commitment to enter the financial services market and innovate within it.

    Get the WebProNews newsletter delivered to your inbox

    Get the free daily newsletter read by decision makers

    Advertise with Us

    Ready to get started?

    Get our media kit