IMPACT OF BUY NOW PAY LATER AND ONLINE DISCOUNTS ON CONSUMER BUYING BEHAVIOR IN E-COMMERCE OF FASHION BRANDS

The purpose of this paper was to identify the impact that BNPL services and discounts have on the purchase behaviour of customers in fashion e-commerce separately and in conjunction. Based on the reviewed literature, it is clear that both approaches help consumers to buy more, but the combined effects on impulsive buying and buyer’s remorse require further analysis. Real-world examples from brands such as Myntra, H&M, and ASOS – Which actively integrate BNPL provides like Klarna, Afterpay, and Lazypay alongside recurring flash sales – confirm that this combined strategy is already widely adopted across the fashion e-commerce Industry, reinforcing the relevance of the conceptual framework proposed in this paper. Promotions and flexible payment methods reduce both psychological and financial obstacles to make a purchase; however, such convenience comes with significant threats, such as credit debts and reduced satisfaction levels. Thus, fashion e-commerce companies should find an optimal way to combine their BNPL and discounts promotion strategy with increased financial literacy among consumers.

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