10 BNPL Metrics for eCommerce Growth in 2025

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For online shoppers, Buy Now, Pay Later (BNPL) has emerged as a flexible, sought-after option in the e-commerce landscape. For retailers, offering a BNPL option can contribute to stronger sales and revenue. But retailers can’t simply add BNPL and assume that it’s working well. It’s important to monitor data carefully in 2025 to ensure continued business success.

Read on to discover 10 key BNPL metrics to monitor for e-commerce growth.

1. Check the Conversion Rate

When your conversion rate is higher in your e-commerce business, that means a BNPL initiative is working. Sometimes shoppers may not want to seal the deal with a purchase. But if they see BNPL, they could be more inclined to click to checkout. In Google Analytics 4 (GA4), you can use purchase tracking to see how many customers are finishing a transaction.

2. Assess Average Order Value (AOV)

With an AOV split payment option, a customer can divvy up a single purchase into several payments. This budget-friendly approach means they won’t be saddled with a lump sum payment. And, as a result, that customer may be more inclined to buy more.

You can check for a higher AOV, which indicates success, on a GA4 ecommerce report. And you’ll want to compare Sezzle vs Affirm. These two BNPL apps are among the most popular, and they use different fee structures that will impact AOV.

3. Watch the Approval Rate

You’ll want to keep an eye on your approvals by checking your BNPL provider dashboard. If it’s low, that could deter customers from moving forward. Sometimes counteroffers can be an effective way to secure customers, even if they don’t quite fit the original BNPL requirements.

4. Look at Cart Abandonment

You don’t want customers to turn away from your shop, even when they’re able to see that BNPL is an option. You can check GA4 funnel exploration reports to glean insights into this matter. You may have to reframe how BNPL appears for customers to entice them to keep shopping and, ultimately, boost your brand.

5. Examine Your Repeat Purchase Rate

Repeat customers are part of the goal when you unveil BNPL. That’s why it’s so critical to track how many BNPL users come back using GA4 cohort analysis. In short, you’ll be able to see if your product or service is worth their loyalty.

6. Investigate the Chargeback Rate

You want to make sure your customers are happy. But if you have a high chargeback rate, that could mean you have delivery problems, authorization issues, or defective products. Plan on checking payment provider dashboards to keep tabs on your rate.

7. Know the Refund Rate

Returns don’t help your bottom line. When your return rate ticks higher, that could mean you need to improve website descriptions or fulfillment processes. Check your GA4 refund events and BNPL dashboards to find out this information.

8. Look into the Time to Settlement

When you’re running an e-commerce business, you can’t afford disruptions to cash flow. Your BNPL providers should be making instant payments. You can verify this with your internal financial systems.

9. Monitor the Net Promoter Score (NPS)

When customers have a positive BNPL experience, they’ll be more likely to recommend your store to someone else. NPS is the metric that will show that response, so you’ll want to review all customer service software, including surveys given to customers, for insights.

10. Evaluate Checkout Latency

While BNPL can be a positive tool, it may be hurting checkout load times. And when there’s a delay, shoppers may look elsewhere. Review your engineering performance monitors and GA4 site speed reports to see if checkout times are too slow.

Making the Most of BNPL

BNPL can help your company grow by making payments more feasible for customers. Stay on top of these ten critical metrics to see if BNPL is having a positive impact on your bottom line. When you’re seeing more conversions and satisfied customers, you’ll be able to grow your business.