Its \u2018Fikir Sekarang, Bayar Kemudian\u2019 (Think Now, Pay Later) campaign combines financial education with firsthand user experiences to explore the actual motivations behind BNPL spending.<\/p>\n
The initiative comes amid a rise in digital financing, with 6.5 million active BNPL accounts in the country.<\/p>\n
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The campaign draws on a survey of around 40,000 SPayLater users, which paints a different picture from typical assumptions.<\/p>\n It found that 81% of respondents used the service in emergencies, 63% had previously relied on informal lending such as pawn shops or unlicensed loans, and 55% lacked access to other forms of credit.<\/p>\n The results sparked widespread discussion on social media. A post by BFM on X<\/a> attracted over 600,000 views, with users responding by sharing personal accounts of how BNPL helped them during financial emergencies or with essential purchases.<\/p>\n Some also described using it strategically to save money through bulk buying and vouchers.<\/p>\n One widely shared post described how SPayLater helped manage cash flow for a high-value purchase, prompting others to exchange financial tips and perspectives.<\/p>\n To further the conversation, ShopeePay produced a series of videos and articles featuring actual users.<\/p>\n The stories include replacing damaged appliances, buying car batteries to continue working, and covering urgent medical costs.<\/p>\n The content offers an unfiltered look at how BNPL is used in daily life.<\/p>\n The company also released short educational videos addressing frequently asked questions, covering topics like budgeting and the differences between BNPL and credit cards.<\/p>\n The content has reached over 6.5 million views and continues to drive community engagement around financial literacy.<\/p>\n
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