For many households and businesses in emerging markets, financial planning often prioritises short-term needs over long-term objectives. It’s about managing the weekly, sometimes even daily expenses. 

Incomes in these markets are often irregular. Farmers must wait for harvest season before they get paid. Small traders earn only when there are customers at the market, gig workers juggle multiple jobs with unpredictable schedules. Seasonal workers might have income for a few months of the year. In countries like Ghana, 89% of workers are informally employed, while in Kenya, roughly 81% of employment outside agriculture is informal. 

Expenses, however, are steady. School fees, rent, utilities, food, healthcare, and business costs all require regular attention. This results in a continuous mismatch between income and expenditure times. For families and entrepreneurs without access to affordable credit, this leads to cycles of uncertainty and vulnerability. 

This is where Buy Now, Pay Later (BNPL) services can have a significant impact. 

BNPL: Beyond shopping sprees

In emerging markets, however, the situation appears quite different. 

Here, BNPL is about resilience. It enables families to spread out the cost of school uniforms and textbooks over time, rather than paying in a single lump sum. It allows households to top up electricity or water even when cash flow is tight, keeping the lights on and the taps running. It covers medical bills or medical emergencies at critical moments when waiting is not an option. 

With e-commerce on the rise across Africa, BNPL is also emerging as both a convenience product for consumers and an alternative payment option for merchants. For users like shoppers, it means greater flexibility and easier budgeting. For businesses, such as online retailers, it opens up new ways to attract customers and increase sales. 

BNPL can be a vital source of working capital, especially for entrepreneurs and small businesses. A shop owner may need to restock shelves before the holiday rush but doesn’t have enough cash on hand. With BNPL, he or she can purchase inventory upfront and repay once sales come in. Or a farmer may need fertiliser at the start of planting season. Without it, the entire harvest is at risk. With BNPL, he secures the inputs when they matter most. 

In both cases, BNPL services turn a financial gap into an opportunity to sustain and grow. 

The ripple effects of BNPL access

The benefits of BNPL extend far beyond the immediate transaction. A single instalment plan can trigger ripple effects that transform lives and livelihoods. 

• For families: Covering education costs in smaller payments helps keep children in school and eases immediate cashflow constraints. Over time, this contributes to higher literacy, better employment prospects, and stronger economic mobility. 

• For entrepreneurs: Access to working capital means shops stay stocked, stalls remain open, and farmers can plant on time. These businesses thrive, creating income for households and contributing to the local economy. 

• For communities: When microenterprises thrive, they create jobs and resilience. BNPL plans, from players like mobile operators, help by keeping people connected through airtime, data, and digital services—fuelling the trade and communication these businesses rely on. 

BNPL helps transform short-term financial access into long-term stability and growth. A flexible instalment plan today can mean a more secure and prosperous tomorrow. 

Building BNPL responsibly

BNPL’s potential is powerful. But like any financial tool, it carries risks if not designed responsibly. Without safeguards, borrowers can take on more than they can afford, leading to over-indebtedness and long-term financial stress. 

Responsible BNPL requires three things: 

1. Accurate credit assessment – In emerging markets, many potential borrowers lack traditional credit histories. This is where alternative data becomes crucial. Mobile and wallet usage, utility payments, and transaction patterns can be analysed to determine someone’s willingness and ability (affordability) to repay. 

2. Transparent repayment terms – Borrowers must understand exactly what they owe, when payments are due, and how much it will cost. Clear communication builds trust and prevents confusion. 

3. Affordability checks – Beyond approving a loan, lenders must ensure repayment schedules are realistic given income flows. Flexibility needs to empower, not burden. 

When these conditions are met, BNPL becomes more than a temporary fix. It becomes a sustainable financial tool that supports both households and businesses. 

Ezra’s role in shaping the future

Ezra has helped its partners develop BNPL solutions guided by these principles. Our aim is not to facilitate consumer luxury spending, but to support communities and entrepreneurs who require financial flexibility to unlock opportunities. 

For example, a mother in rural Kenya can use BNPL services to spread the cost of school uniforms and textbooks, assessed not by a traditional credit history but through mobile and utility payment patterns. In the same way, a market stall owner in Ghana, whose daily income makes her invisible to banks, can restock inventory through BNPL, with eligibility determined by her consistent wallet top-ups and repayment behaviour. Both stories show how Ezra’s alternative data scoring transforms exclusion into opportunity, helping families stay on track and small businesses keep local economies moving. 

By combining advanced credit scoring with strong partnerships across telcos, mobile wallets, and financial institutions, Ezra delivers a multitude of BNPL programmes and options that reach millions of people in emerging markets. Our use of alternative data ensures that even those without formal credit histories can be fairly assessed. The result: inclusive access with repayment rates that remain among the strongest in the industry.

A pathway to prosperity

BNPL is often seen as a product of convenience. In emerging markets, it offers far more: resilience, stability, and growth. It helps families bridge the gap between income and expenses, supports entrepreneurs in seizing opportunities, and strengthens the foundations of local economies. 

When designed responsibly, BNPL creates stability where uncertainty once dominated. And stability is the bedrock of prosperity. For millions across emerging markets, BNPL represents not only a way to manage daily struggles but also a pathway to build a better future. 

If you’d like to explore how Ezra can help you design responsible BNPL solutions that empower families, entrepreneurs, and communities, contact us today.