In the world of online shopping, we have all been there, heart eyes for a shiny new phone, a sleek pair of sneakers, or that perfect jora from our favourite brand. The cart is full, but the wallet says, “beta, aglay mahinay.”
Enter Buy Now, Pay Later (BNPL), Pakistan’s new best friend. Or as we like to call it, the BaadMay lifestyle, inspired by platforms like the BaadMay app. From mobile phones to makeup, Gen Z and millennials across Pakistan are embracing a new kind of shopping freedom, one that says, “Have it now, pay with ease via BaadMay.”
But this is not just a trend; it is a financial movement. Let us dig in to see how BNPL is reshaping our shopping habits, one instalment at a time.
Why BNPL Hits Different in Pakistan?
Credit cards? Rare. Monthly cash crunches? Common. Aspirations? Through the roof.
BNPL in Pakistan fits like naan with nihari. It caters perfectly to our realities: limited access to formal credit (there are only about 2 million credit cards nationwide), an increasingly digital lifestyle, and a population that loves “choti choti khushiyan” without long-term stress.
The Middle-Class Reality: High Dreams, Tight Budgets
For Pakistan’s middle class, life often runs on a delicate balance between “zaroorat” and “khwahish.” Salaries cover essentials, school fees, utility bills, rent, fuel, but there is little left for upgrades, treats, or emergency expenses.
BNPL platforms, like BaadMay, come in as silent enablers. Want to replace a broken fridge in the June heat? Need a laptop for your kid’s online classes? Planning a wedding on a budget? Apps like BaadMay let you spread the cost across manageable bites, without taking a heavy hit to your monthly cash flow.
It is not about splurging. It is about survival with dignity, convenience, and a touch of joy. For many families, it is the difference between saying “not this year” and “yes, we can”.
In a country where inflation dances to its tune and prices rise faster than salaries, BaadMay gives middle-class Pakistanis breathing room, and that is priceless.
Abhi – When Pay Cheques Arrive Early
Abhi is like that helpful cousin who gives you pocket money before your parents do. Launched in 2021, this Karachi-based fintech started with Earned Wage Access (EWA), letting salaried employees access their pay before payday.
But wait, Abhi did not stop there. It expanded into micro-financing and utility bill payment models that mirror BNPL. You can even buy “Abhi” and pay later via salary deductions. No credit card? No problem. Just a job and a CNIC.
By partnering with companies in logistics, retail, and FMCGs, Abhi has become the quiet backbone of employee spending power, especially useful when it is only the 10th of the month and you have gone over your monthly budget with two weddings and three birthdays.
Kistpay – Kiston Ki Duniya
Kistpay is the poster child of BNPL in Pakistan. Their speciality? Letting you buy smartphones, on “qists.” Perfect for students, freelancers, or anyone whose phone mysteriously fell in the gutter again.
Kistpay’s magic lies in affordability and access. You can get phones from brands like Samsung and Infinix and pay over 3, 6, or even 12 months with zero stress and often zero markup.
Even better? Their influencer campaigns are on fire. From tech reviewers breaking down instalment plans to lifestyle vloggers flaunting their new phone, who dis? energy, Kistpay knows how to ride the Insta wave. Their slogan, “aaj lo, aaram se dou” has practically become the Gen Z mantra.
And it is not just phones. Word on the street is, they are expanding into tablets, wearables, and who knows, maybe one day, you will buy a bike “qiston may” and ride it to Auntie’s Eid dawat.
The Influencer Takeover: From Cart to Heart
In a culture where approval from Phupho and followers matters equally, BNPL brands are leaning heavily into influencer marketing, and it is working.
Think reels of fashionistas unboxing their dream outfits with captions like “#BNPL #BudgetFriendly.” Or finance bros explaining “kya hota hai BNPL?” in 30 seconds flat, complete with jazzy background music and coffee in hand.
These campaigns do not just inform, they relate. BNPL is becoming a lifestyle, not just a payment method. And influencers are playing the perfect rishtedaar, always encouraging, never judgmental.
But Wait, Let’s Talk Caution
Of course, not everything can be paid via BaadMay. Responsibility is key.
Without clear regulations, BNPL could lead to hidden charges or overdue penalties. And while apps like BaadMay make it sound fun, it is important to know when “later” is too late. The State Bank of Pakistan has begun keeping tabs on digital credit models and rightly so. Financial literacy campaigns must go hand-in-hand with tech innovation.
Even brands need to practise ethical lending. Transparent terms, no “chupi” fees, and consumer protections should be non-negotiable.
What’s Next?
The BNPL boom is just beginning. According to Research and Markets, Pakistan’s BNPL sector is set to grow steadily, especially in mobile, fashion, and home appliance segments.
More partnerships are likely on the horizon between BNPL platforms and e-commerce marketplaces like Daraz or even food delivery apps (imagine paying for biryani in 3 easy instalments). The concept could also stretch into healthcare, travel, and education financing.
And yes, expect more fire influencer campaigns, maybe even a rap battle: “Tere paas cash hai? Mere paas Kistpay hai!”
The Final Word
BNPL in Pakistan is more than a trend, it is a cultural shift. It is putting power back in the hands (and phones) of consumers. Whether you are a student, a bride, a freelancer, or just someone with expensive taste and limited funds, BaadMay says, you do you.
So go ahead. Dream big. Shop smart. Just remember, whether it is a phone or a PS5, what you buy today could be tomorrow’s instalment plan.
Happy shopping - ‘Aaj lo, BaadMay dou’.
