I think you know nothing about customer growth and its impact on...

I think you know nothing about customer growth and its impact on revenue. There are 3-4 types of customers.

1. Try once and leave
2. Try once and use again, but not a third time
3. Try once, use again twice more and maybe continue using again every now and then
4. Try once and continue using regularly.

The first two scenarios are the ones that will most likely use the category leaders like AfterPay, Affirm, Klarna, PayPal.

The beautiful truth is that a customer can use each BNPL provider at once. That means the big players are likely to do the heavy lifting and expensive task of first user adoption.

Zip can easily pick up the type 3 & 4 customers as they become familiar with the BNPL service. Most likely at a lower CPA for Zip.