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ShopeePay is challenging common perceptions of Buy Now, Pay Later (BNPL) services by highlighting the real-life stories of Malaysian users.
Its ‘Fikir Sekarang, Bayar Kemudian’ (Think Now, Pay Later) campaign combines financial education with firsthand user experiences to explore the actual motivations behind BNPL spending.
The initiative comes amid a rise in digital financing, with 6.5 million active BNPL accounts in the country.
The campaign draws on a survey of around 40,000 SPayLater users, which paints a different picture from typical assumptions.
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.
The results sparked widespread discussion on social media. A post by BFM on X attracted over 600,000 views, with users responding by sharing personal accounts of how BNPL helped them during financial emergencies or with essential purchases.
Some also described using it strategically to save money through bulk buying and vouchers.
One widely shared post described how SPayLater helped manage cash flow for a high-value purchase, prompting others to exchange financial tips and perspectives.
To further the conversation, ShopeePay produced a series of videos and articles featuring actual users.
The stories include replacing damaged appliances, buying car batteries to continue working, and covering urgent medical costs.
The content offers an unfiltered look at how BNPL is used in daily life.
The company also released short educational videos addressing frequently asked questions, covering topics like budgeting and the differences between BNPL and credit cards.
The content has reached over 6.5 million views and continues to drive community engagement around financial literacy.
Malaysia had passed the Consumer Credit Bill 2025 last month, paving the way for enhanced regulation of non-bank credit providers including BNPL operators, in line with broader efforts to encourage responsible digital lending in Malaysia.
Featured image: Edited by Fintech News Malaysia, based on image by nikki_meel via Freepik