The news: Splitit launched Splitit Go, a mobile solution for in-store, credit card-linked installment payments, per a press release.

Merchants can offer Splitit Go installment options on a smartphone, tablet, or laptop at checkout. Consumers can select their buy now, pay later (BNPL) plans via QR code, text, or email and complete the purchase on their credit card of choice.

Why this matters: Splitit is trying to crack in-store retail, which is where the bulk of US adults do their shopping. We forecast US physical retail sales volume will hit $6.427 trillion in 2026.

For BNPL providers, a push into in-store sales and higher-value product categories can help drive growth, offsetting slower overall BNPL payment value growth as the industry matures. 

Zooming out: While consumer demand for in-store BNPL options is high—look no further than the swift adoption of Klarna and Affirm Cards—Splitit Go has a less likely chance of capturing BNPL payment volume at the POS. 

• Splitit Go’s usability is clunky. Merchants have to download an app on their device to show to a shopper, who then has to scan a QR code to accept an offer on their smartphone to process the installment on their credit card. Other BNPL competitors offer more seamless tap-and-go options with a BNPL-enabled debit card or digital wallet.
• Most Splitit users’ credit cards already have a built-in installment option they can select after the transaction. These programs are already consumers’ top rated BNPL plans, per JD Power, making defecting to Splitit an unlikely choice.

Implications for BNPL providers: Seamlessness and convenience are key to capturing consumers’ BNPL spending. 

Offering incentives to younger consumers who don’t yet have traditional credit cards could drive fintech adoption, especially among Gen Zers, who we forecast will make up the second-biggest group of BNPL users, at 31.5 million in 2026.