Paidy

What Paidy does

Paidy is a Tokyo-based Buy Now Pay Later (BNPL) platform serving Japanese consumers and merchants. Founded in 2008, the company enables card-free online and in-store purchases using only an email address and phone number for registration, with payment due by the 27th of the following month. Paidy reports 6 million+ active consumers transacting at 700,000+ merchant locations, with flagship partners including Amazon Japan, Qoo10, Bic Camera, DMM.com, and Shein Japan. The company has been a wholly-owned subsidiary of PayPal since the 2021 acquisition valued at $2.7 billion.

Paidy operates a two-sided platform with three technology layers: the consumer-facing Paidy mobile app (15 million downloads), the merchant-integrated Paidy Checkout application, and the Paidy REST API with token-based payment credential management. The product suite spans the core 'あと Paidy' (post-pay) service, NPay installment plans (3/6/12-month terms), an Apple-exclusive Paidy Plan, Paidy Plus premium membership, and Super Post-pay extended credit. Distribution combines direct-to-consumer app marketing with TVCM advertising, merchant-side API/SDK integration, and channel partnerships such as the January 2026 integration with Xsolla's Pay Station for gaming merchants.

Paidy generates revenue primarily through merchant transaction fees on BNPL payment processing, with consumer late fees and installment-plan fees providing secondary streams. The go-to-market is hybrid: product-led growth on the consumer side (app store-driven registration) and an API-first B2B2C motion on the merchant side, supplemented by channel partnerships in vertical-specific markets. Paidy's positioning targets the structural under-penetration of credit cards in Japan, particularly among younger consumers, and the company is actively expanding into B2B BNPL (Japan's $4.09B segment growing at 32.4%) and gaming verticals as incremental growth vectors.

Name

Paidy

Legal name

株式会社Paidy

Website

https://paidy.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Buy Now Pay Later

NAICS

Sales Financing (522220), Sales Financing (52222)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)

akta.pro secondary industries

BNPL for Digital Goods & Subscriptions (FSAKACAL), BNPL for High-Ticket / Longer-Term Installments (FSAKACAN), Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG)

Keywords

• Buy Now Pay Later
• Mobile payment platform
• BNPL checkout
• Consumer credit services
• Merchant payment API

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Consumer Late Fees: Consumers who do not pay by the 27th of the following month may incur late fees. Payment can be made via convenience store, bank transfer, or automatic bank withdrawal.
2. Merchant Transaction Fees: E-commerce merchants pay transaction fees for each BNPL payment processed through the Paidy platform. Key players including Paidy develop B2B BNPL products for merchant settlements.
3. Installment Payments (NPay): Paidy offers 3, 6, and 12-month installment options (Npayo) where consumers can spread payments over time, with bank transfer and convenience store payments being free.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Paidy is a Buy Now Pay Later (BNPL) software platform that enables Japanese consumers to make purchases online and in-app at over 700,000 merchant locations using only an email address and phone number, without a credit card. The company generates revenue by charging merchants transaction fees on BNPL payments and earning late fees from consumers, while offering installment payment options (3, 6, or 12 months) for larger purchases.

Product overview

Paidy is a Buy Now Pay Later (BNPL) platform offering multiple payment products. The core offering is Paidy Post-pay (あと払いペイディ), enabling card-free purchases at 700,000+ merchants using only email and phone authentication. The platform consists of Paidy Checkout for merchant integration, the Paidy API for payment management operations (capture, refund, cancel), and Paidy Tokens for recurring payments. Add-on modules include NPay installment payments (3/6/12 months), the Apple-specific Paidy Post-pay Plan, Paidy Plus premium membership, and Super Post-pay for extended credit. Merchants integrate via Paidy Checkout or API, while consumers access the service through the mobile app or partner store checkout flows.

Differentiator

Problem solved

Functional benefit

Brands

• Paidy NPay (分割あと払い): Installment payment option allowing purchases in 3, 6, or 12 monthly installments.
• Paidy Plus (ペイディあと払いプラン)

Products and services

• Paidy Post-pay (あと払いペイディ) A Buy Now Pay Later (BNPL) service allowing Japanese consumers to make purchases at over 700,000 stores using only email and phone number, with payment due by the 27th of the following month. No credit card required.
• Paidy Checkout A payment application that runs on merchant checkout pages, guiding consumers through the payment process securely. Supports major PC browsers and mobile devices.
• Paidy API A merchant-facing REST API for managing payment operations including creating payments, capture, refund, cancel, and retrieving payment status. Uses JSON format over HTTPS with TLS 1.2+ encryption.
• Paidy Tokens Token-based payment system allowing merchants to create and manage recurring payments. Supports token creation, temporary suspension, resumption, deletion, and retrieval operations.
• NPay (分割あと払い / Installment Payment) Installment payment option allowing consumers to split purchases into 3, 6, or 12 monthly payments with clear terms.
• Paidy Post-pay Plan for Apple (ペイディあと払いプランApple専用) Apple-specific version of the Paidy post-pay service integrated with Apple purchases on apple.com/jp.
• Super Post-pay (超あと払い) Extended credit service allowing larger purchase limits and longer payment terms.

Quantifiable outcome

• 55.9% CAGR in Japan BNPL market (2021-2024)
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core, flagship and major.

• XsollacoreTechnology or Integration · 24 January 2026Xsolla, a global video game commerce company, integrated Paidy into its Pay Station platform for the Japanese market. This integration enables game developers and publishers to offer Japanese players a seamless, card-free checkout experience without requiring credit card information. The partnership addresses strong consumer demand for flexible payment options in Japan's gaming market.
• Amazon JapanflagshipChannel Partner/ Reseller/ DistributorAmazon Japan accepts Paidy as a payment option across its platform, allowing consumers to use the BNPL service for purchases. This is one of Paidy's flagship merchant partnerships, providing significant consumer traffic and transaction volume.
• Qoo10majorChannel Partner/ Reseller/ DistributorQoo10, a major Japanese e-commerce marketplace, accepts Paidy as a payment method. This partnership provides Paidy access to a large e-commerce consumer base in Japan.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Affirm: Affirm is a US-listed BNPL provider offering pay-later and pay-in-installments at merchant checkout. Comparable in merchant API integration model and consumer underwrite-on-purchase approach.
• Klarna: Klarna is a global BNPL leader offering pay-in-installments at online checkout with similar merchant-integrated architecture to Paidy. Comparable in product structure, GTM, and consumer value proposition.
• Atome: Atome is an Asia-focused BNPL platform operating across Southeast Asia and Japan with merchant-integrated installments. Comparable due to regional focus and pay-later model targeting similar demographics.
• PayPay: PayPay is Japan's largest QR code and mobile payment platform (SoftBank/Z Holdings) that has expanded into BNPL and installment products. It directly competes with Paidy in Japanese consumer payments and merchant acceptance.
• Afterpay (Block): Afterpay, owned by Block, pioneered the pay-in-4 BNPL model at merchant checkout and is one of Paidy's closest global analogs in product design and target demographic (younger consumers).

Emerging players

• Splitit: Splitit offers installment payments via existing credit cards at merchant checkout. Comparable in the merchant-integrated installment space but with a distinct card-based mechanism rather than Paidy underwrite-direct.
• Sezzle: Sezzle is a US BNPL provider offering pay-in-4 installments at online checkout. An emerging player with overlapping merchant-integrated BNPL functionality, though smaller scale than the global leaders.

Broad incumbents

• Rakuten Pay: Rakuten Pay is part of the broader Rakuten ecosystem (e-commerce, fintech, content) offering payments and credit products in Japan. A broad incumbent with overlapping BNPL-adjacent capabilities.
• JCB (Japan Credit Bureau): JCB is Japan's dominant card network offering installment and revolving credit products. A broad incumbent providing credit infrastructure that competes with Paidy for Japanese consumer financing spend.
• Apple Pay Later (Apple): Apple offers installment financing for device purchases and has expanded BNPL features globally. Comparable as a tech-giant entrant in the installment space with strong consumer brand and merchant relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/paidyjp
• LinkedInlinkedin.com/company/paidy

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds12 records

Investors24 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Paidy