Google Pay has partnered with digital financial services company Zip to offer users buy-now-pay-later (BNPL) options.

The service will be available to U.S users of the payment service provider in January next year, offering customers enhanced flexibility in their payment choices at checkout, as the company revealed BNPL adoption is “on the rise”.

The move comes as recent research from Zip showcased that 47% of BNPL users find this payment method particularly appealing due to its purchase-splitting feature.

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Google Senior Director, Drew Olson said: “We are always looking for ways to give people a more helpful checkout experience when shopping on Google.

“By teaming up with BNPL providers like Zip, we are able to give Google Pay users another payment option when checking out, while providing merchants with another tool to drive their growth.”

Zip Co-founder and U.S CEO, Larry Diamond added: “Consumers are increasingly seeking flexibility at checkout, while merchants are looking for innovative ways to boost sales and enhance customer loyalty.

“With Zip available in the Google Pay checkout experience, we are bridging a gap and providing a flexible credit product for the many consumers overlooked by traditional credit products.

“By offering Zip payment solutions through Google Pay, we’re empowering consumers with more choices while providing merchants with a powerful tool to increase conversion rates and build lasting customer relationships. It’s a win-win scenario where convenience meets commerce, fostering a more dynamic and responsive shopping experience.”