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Square s $29 billion deal to acquire the installment lender Afterpay provides new muscle and a powerful buy now/pay later product not only to Square s sellers, but to its popular consumer-direct business as well.
While there are many lenders in the global BNPL market, Square s biggest rival in this space is PayPal, which has benefited heavily from its merchant reach and brand recognition. Square is best known to merchants, but has had a lot of success adding consumer-facing services to its Cash App, which contributes
The Melbourne, Australia-based Afterpay is one of the few firms to control more than 10% of the U.S. buy now/pay later market. At Square, Afterpay will be the key driver in offering cross-border omnichannel BNPL that can serve both Square s consumer-facing and merchant services businesses. ....

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