BNPL in Greece: A €5 Billion Market on the Rise

Greece’s Buy Now, Pay Later (BNPL) market is moving from rapid acceleration to sustained expansion. After recording a compound annual growth rate (CAGR) of 54.3% between 2021 and 2024, the sector is set to grow by a further 33.7% in 2025, pushing transaction volumes to approximately €1.85 billion.

Forecasts suggest this momentum will continue, with the market expected to expand at a CAGR of 24.8% through 2030. By then, BNPL payments in Greece are projected to reach €5.59 billion, up from €1.38 billion in 2024.

What Is Driving BNPL Growth in Greece?

Younger consumers, particularly Millennials and Gen Z, favour short-term, interest-free credit, making BNPL more attractive than traditional credit cards. Their spending habits are influencing how local banks and FinTech firms design digital payment solutions.

At the same time, cultural attitudes in Greece towards borrowing and repayment discipline mean providers must prioritise transparency and trust if they want long-term adoption.

BNPL Regulation in Greece: What Executives Need to Know

The rapid rise of BNPL has triggered concerns about consumer debt, especially among younger users. Regulators across Europe are tightening oversight to ensure responsible lending and greater consumer protection.

In Greece, BNPL currently operates under broader EU rules such as PSD2, AMLD6, and GDPR. However, a major shift is coming. The Second Consumer Credit Directive (CCD2) must be transposed into Greek law by 20 November 2025, with enforcement beginning in late 2026.

For the first time, BNPL services will be explicitly regulated as consumer credit. This means:

• Mandatory affordability checks.

• Clearer disclosure of repayment terms.

• Limits on certain fees and charges.

For providers in Greece, CCD2 is more than compliance; it is an opportunity to build trust and credibility. Early adaptation will determine who leads in an increasingly regulated payments environment.

Impact of BNPL on Banks, Retailers, and FinTech Firms

BNPL is reshaping Greece’s financial ecosystem.

• Banks face competition from agile FinTechs but also opportunities for collaboration. By integrating BNPL, banks can retain younger customers and diversify their payment solutions.

• Retailers benefit from higher sales and improved customer retention, but must balance this against risks such as higher returns and defaults.

• FinTech providers are leading BNPL innovation, embedding flexible models into wider digital platforms and customer journeys.

Greek banks are also accelerating digital transformation, with some launching fully digital neobank platforms. This positions them to integrate BNPL as part of broader financial ecosystems.

Global influence matters too. In 2025, Klarna’s long-awaited US IPO was valued at approximately €12.7 billion, a move that reinforced investor confidence in the long-term relevance of BNPL worldwide.

Is BNPL in Greece Ready for Its Next Phase by 2030?

BNPL’s future in Greece will be shaped by embedded finance, open banking, and the digital euro. These developments will redefine how payments, regulation, and innovation intersect in the next decade.

Join the conversation at the 21st NextGen Payments & RegTech Forum on 22 October 2025 at the Marriott Hotel in Athens. Leaders from organisations including Swift, National Bank of Greece, DirectPay, Matrix Pack Group, Pay UK, Backbase, HSBC, Kaizen Gaming, EveryPay, Paysafe, SOFTSWISS, Aircash, Plum Fintech, Avramar Group, Unzer, COSMOTE Payments, Cooperative Bank of Karditsa, Optima Bank, Novibet, VeraCloud, Payhawk, Viva Payments, and Flotta Consulting will share first-hand insights on how BNPL, digital currencies, and regulation are reshaping the payments industry.

Book now to enjoy a 10% discount before it expires! Contact us at info@qubevents.com to claim the discount!

To register and access the agenda: https://bit.ly/3PooWk0 

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By: Zinah Abdaki, Head of Marketing at QUBE Events