Afterpay springs into livestream shopping

A global buy now pay later (BNPL) solution is integrating a live shopping technology platform.

In mid-April, Afterpay will launch its first-ever live shopping experience, featuring sustainable brands and aimed at millennial and Gen Z shoppers. Afterpay will partner with sustainability-focused social commerce company MagicLinks to offer a live shopping experience directly on its website. Customers will be able to watch influencers, shop live for eco-friendly brands, and pay in four interest-free installments via the Afterpay digital payment service.

Afterpay's live shopping integration will launch for its 13 million consumers in mid-April, with plans to offer additional live shopping events in the coming months.

Klarna, a global payment app which also offers BNPL services, launched its own Gen Z-focused livestream shopping event in partnership with Cosmopolitan in August 2020, following up with a second event in March 2021.

"We are thrilled to offer our customers the option to shop from fashion-forward brands in a responsible and sustainable way, while also giving back to these incredibly important organizations,” said Melissa Davis, head of North America at Afterpay. “Gen Z and millennials are conscious shoppers who make mindful choices when they shop and we are proud to put the spotlight on organizations that are helping to tackle the complex issues facing our planet."

In another sustainability-related effort, Afterpay is now offering its "top-up" program, which allows customers to add a $1 donation at checkout to benefit Magpies & Peacock, a non-profit design house focused on eliminating fashion industry waste, and Surfrider, a non-profit environmental organization focused on protecting clean water and healthy beaches. For every donation made, Afterpay will match consumers' donations.