Affirm expands Wayfair buy now, pay later to UK, Canada

Affirm has expanded its partnership with online home retailer Wayfair, adding the UK and Canada to the markets where shoppers can use the buy now, pay later provider at checkout.

The deal gives approved customers in both countries the option to split purchases into instalments when buying furniture and home décor on Wayfair. The companies have worked together in the US for several years and recently extended the service across Wayfair's online and in-store checkouts.

Checkout options

During checkout, customers receive a real-time decision and can choose from available payment plans. Affirm says it does not charge late or hidden fees, does not use compounding interest, and that customers pay the amount agreed at the point of purchase.

Wayfair says the added payment method gives shoppers more choice on higher-value items such as sofas and dining tables, where some customers may prefer to spread costs over time.

"Home is deeply personal, and we want every part of the shopping experience - including how customers pay - to reflect that," said Curtis Crawford, Head of Fintech and Loyalty, Wayfair. "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."

UK and Canada

The expansion adds two regulated markets where buy now, pay later services face increasing scrutiny from policymakers and consumer groups. Providers often promote instalment products as alternatives to revolving credit cards. Regulators have also warned about affordability risks when consumers take on multiple commitments across different merchants.

Affirm's UK operation offers credit products to residents aged 18 and over and describes its service as a form of credit, with applications subject to credit checks. It also says missed payments could affect a customer's financial status.

In Canada, rates range from 0% to 31.99% APR, subject to provincial regulations. Eligibility checks apply, and availability can vary by merchant, purchase amount, and location. A down payment or an initial payment at checkout may be required for some transactions.

Competitive landscape

The move puts Affirm in more direct competition with other instalment providers in the UK and Canada, many of which distribute through partnerships with large retailers. For merchants, these arrangements add another payment option without building proprietary lending infrastructure. They can also shape the checkout experience, influencing conversion rates and average order values.

For Affirm, Wayfair provides access to a category with higher ticket sizes than fashion or beauty, where purchases are often tied to major life events such as moving or renovations.

Wider partnership

The expansion follows Affirm's broader push to deepen retailer relationships by integrating into both online and physical point-of-sale flows where partners have stores. Wayfair is primarily online but has also built a physical retail footprint through selected formats and locations.

In the US, the companies recently extended the partnership across online and in-store checkouts. Adding the UK and Canada builds on that work, positioning Affirm as a Wayfair payment option across multiple geographies.

"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," said Wayne Pommen, Chief Revenue Officer, Affirm. "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."