BNPL as business model innovation

BNPL is a type of short-term credit financing that allows consumers to make purchases and pay for them over a period of time, usually without interest. Generating this service has led to the formation of an innovative model not only for the service provider, but also, in the case of the introduction of this payment option, for the e-merchant. The paper analyzes the peculiarities of business models of specialized service providers on the example of leading foreign platforms and innovative changes in the business models of e-merchants. Introducing the BNPL payment option by e-merchants requires changing the main components of their business model, adjusting or developing new value propositions, restructuring revenue and cost streams, attracting new resources and partners. The state, prospects and peculiarities of implementation of such innovative models by e-merchants and financial institutions in Ukraine are studied, factors of success of this transformation in case of individual merchants and marketplaces are identified.