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ShopeePay humanises BNPL with real stories and responsible spending push

ShopeePay humanises BNPL with real stories and responsible spending push

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ShopeePay is putting a human face to its buy-now-pay-later (BNPL) services with its latest campaign, ‘Fikir sekarang, bayar kemudian’ ('Think now, pay later'), pairing financial education with authentic stories from real users.

The campaign stems from a large-scale BNPL behaviour study conducted by ShopeePay, which surveyed around 40,000 SPayLater users. The findings challenged common perceptions: most respondents used SPayLater for emergencies, a significant portion had previously relied on informal lending such as pawn shops or unlicensed loans, and over half had no access to credit outside BNPL.

These insights quickly sparked conversations across traditional and social media, and users shared personal accounts of how BNPL helped their families during emergencies, afforded high-cost essentials, and even enabled savings through bulk-buying and voucher use.

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ShopeePay has brought these narratives to life through a social media video series and in-depth articles featuring SPayLater users’ real-life experiences. Launched earlier this week, the series opens with a compilation of stories ranging from replacing a lightning-struck refrigerator to purchasing urgent medical supplies, with clips that evoke laughter, tug at heartstrings, or simply reflect the realities of everyday life.


Complementing these videos, ShopeePay created bite-sized content answering common questions, from budgeting tips and BNPL versus credit card comparisons to responsible use for essentials such as insurance. This interactive approach has turned financial education into a community conversation, with the series surpassing 6.5 million plays and hundreds of users sharing their own experiences.


According to the brand, BNPL customers are often reduced to statistics, their spending habits scrutinised while the human stories behind these transactions remain unseen.

With 6.5 million active BNPL accounts in Malaysia, ShopeePay’s initiative arrives as digital financing becomes a vital credit alternative, particularly for underserved consumers, emphasising responsible spending while ensuring digital convenience does not come at the cost of financial literacy.

The initiative follows Shopee’s broader push to blur the line between entertainment and eCommerce. In collaboration with Indonesian streaming platform Vidio, Shopee has launched Vidio Shopping, an interactive shopping feature that lets viewers shop for products directly via Shopee while watching content.

Billed as the first of its kind in Indonesia, the feature introduces Vidio Affiliate Shopping Ads, embedding clickable product banners and cart icons within select shows. Currently, the integration is live on Premier League broadcasts, the Asmara Gen Z series, and several Vidio Originals, redirecting viewers to Shopee’s app for checkout without leaving the stream.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

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