Affirm (NASDAQ: AFRM) has announced the expansion of its partnership with Wayfair (NYSE: W), bringing its buy now, pay later (BNPL) services to shoppers in the United Kingdom and Canada.
Approved customers in the UK and Canada can now split their Wayfair purchases, receiving a real-time approval decision and selecting a payment plan tailored to their needs. Affirm’s model ensures transparency, with no late fees, hidden fees, or compounding interest, meaning customers only pay the amount they initially agree to.
This expansion follows the companies’ recently extended partnership in October, which integrated Affirm into Wayfair’s online and in-store checkouts across the United States.
Curtis Crawford, head of fintech and loyalty at Wayfair, stated, “Home is deeply personal, and we want every part of the shopping experience — including how customers pay — to reflect that. Since first partnering with Affirm nearly a decade ago, we’ve seen how much our customers value having flexible, transparent payment options. Expanding Affirm to the UK and Canada means more shoppers can invest in their homes in a way that works for them, with no hidden fees or surprises.”
Wayne Pommen, Chief Revenue Officer at Affirm, added, “When people are shopping for their homes, they want to focus on finding the right piece for their space — and not worry about fine print or surprise fees that come with it. We’re proud to expand on our years of successful partnership with Wayfair, delivering the same peace of mind to even more consumers in the UK and Canada.”
Affirm’s mission is to provide financial products built on trust and transparency. Its payment network aims to empower consumers to manage their spending responsibly while offering businesses tools for growth, differentiating itself from traditional credit options by not charging late or hidden fees.
In Canada, payment options through Affirm Canada Holdings Ltd. are subject to an eligibility check and depend on the purchase amount, varying by merchant and province/territory. Rates range from 0-31.99% APR, and a down payment may be required. In the UK, Affirm is considered a form of credit, subject to a credit check and terms that apply to UK residents aged 18 and over with a bank account or debit card. Credit is subject to a minimum spend, and missed payments can impact financial status, with a 22% Representative APR. Affirm UK Limited is authorized and regulated by the Financial Conduct Authority (firm reference number 756087).
