THE IMPACT OF BUY NOW, PAY LATER SERVICES ON E-COMMERCE SALES

Abstract

This thesis examines the impact of Buy Now, Pay Later (BNPL) services on e-commerce sales in the context
of the rapid development of digital commerce and embedded financial services. The relevance of the study is determined
by the growing integration of installment payment solutions into online marketplaces and their increasing role in consumer
purchasing decisions. Particular attention is paid to the mechanisms through which BNPL can influence purchase accessibility,
conversion rates, average order value, purchase frequency, customer acquisition, and overall e-commerce sales.
The study applies a descriptive and analytical approach based on academic literature, institutional reports, regulatory
documents, and official statistical information. The analysis also considers the development of BNPL within Uzbekistan’s
expanding digital commerce ecosystem and emphasizes the importance of transparent financing conditions, responsible
credit assessment, consumer protection, and financial sustainability. The findings indicate that, when implemented
responsibly, BNPL can serve as an effective financial and marketing instrument for supporting e-commerce growth and
improving consumer access to products.