South African fintech startup PayJustNow has partnered with Takealot, the country’s largest online retailer, to roll out its Buy-Now-Pay-Later (BNPL) service ahead of Black Friday on November 28.
The collaboration will allow shoppers to split purchases into three equal, interest-free payments, or choose extended installment options, giving consumers greater flexibility amid mounting economic pressures.
“Consumers want choice, not just in the products they buy, but in how they find and pay for them,” said Greg van der Riet, Chief Commercial Officer at PayJustNow.
“This new payment option gives millions of South Africans access to the country’s biggest online retailer, with the flexibility to pay in a way that suits their cash flow.”
Pioneering South Africa’s BNPL Market
Launched in 2019, PayJustNow was founded by Craig Newborn, Greg van der Riet, and Mark McChlery, who identified a gap in South Africa’s payment landscape.
Drawing inspiration from Australia’s booming BNPL sector, the founders sought to localize the concept for South African consumers,
many of whom face high-interest credit and limited access to traditional financial services.
Through its model, customers can pay for goods in three interest-free installments, a structure that makes purchases more manageable without the burden of credit card fees.
The company has since grown rapidly, with over three million registered users and more than 3,000 merchant partners across 12,000 retail points of presence in South Africa. These include both major retail brands and small businesses, reflecting BNPL’s widening appeal across income groups.
Industry analysts see PayJustNow’s early entry as a key factor in its success. By addressing local challenges such as low credit penetration and rising consumer debt, the startup has positioned itself as a homegrown alternative to foreign fintechs seeking to enter Africa’s BNPL market.
Takealot Partnership to Drive Digital Retail Growth
The new integration with Takealot, South Africa’s leading e-commerce platform, marks a major leap in PayJustNow’s digital retail expansion.
The partnership will allow millions of Takealot users to pay for products using PayJustNow’s three-installment, interest-free model, or select the “Pay in 12” option, a longer-term, interest-bearing payment plan that spreads the cost over 12 months.
For Takealot, which dominates the e-commerce market with an estimated 40 percent share, the partnership is expected to enhance conversion rates by giving customers more purchasing power during key retail events such as Black Friday and Cyber Monday.
For PayJustNow, the collaboration extends its reach into one of the most competitive online retail ecosystems in Africa.
Empowering Consumers Amid Rising Living Costs
The partnership arrives at a critical time, as South African households grapple with rising inflation, higher food prices, and slowing wage growth.
Backed by Weaver Fintech, a major player in digital financial services, PayJustNow aims to provide consumers with budget-friendly alternatives that maintain purchasing power without resorting to high-interest credit facilities.
“Consumers are increasingly prioritizing control and transparency in how they spend,” van der Riet noted, emphasizing that the model promotes responsible spending rather than debt dependency.
By offering zero-interest options and clear repayment terms, PayJustNow positions itself as a financial enabler for households navigating economic uncertainty.
Analysts also highlight the model’s potential to improve credit confidence among underbanked South Africans.
By introducing structured, short-term payment cycles, BNPL can serve as a stepping stone for consumers traditionally excluded from formal financial systems, creating pathways for inclusion while stimulating retail activity.
The Bigger Picture: BNPL’s Growing Footprint in Africa
PayJustNow’s rise mirrors a broader trend across Africa, where fintech innovation is transforming access to credit and digital payments.
With millions of users and a rapidly expanding network, the company’s success underscores how localized fintech solutions can thrive in markets traditionally underserved by conventional banking.
Across the continent, BNPL services are increasingly viewed as a bridge between affordability and access, particularly among younger, tech-savvy consumers.
In South Africa, where smartphone penetration stands above 90 percent, digital finance platforms are reshaping how people budget, spend, and shop.
As global BNPL providers eye African markets, PayJustNow’s model provides a blueprint for sustainable growth anchored in local understanding, responsible lending, and customer trust.
Its partnership with Takealot not only redefines online shopping convenience but also speaks of a new phase of digital financial inclusion across the region.
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