How net new customers fueled GameStop's 196% BNPL growth with Zip

196% increase in BNPL transaction volume

2x the average AOV

Size: Enterprise

Industry: Retail

About company: GameStop is a gaming and collectibles retailer founded in 1984.

Gaming isn’t one-size-fits-all, and neither is how players pay. Ahead of the 2024 holidays, GameStop wanted to meet debit-first and budget-conscious customers where they are, in-store and online.¹ 

With omnichannel solutions and a shared-contribution model that made smarter payments possible without breaking margins or the backend, GameStop leaned on Zip BNPL to deliver.

The challenge: Reach net new customers by offering payment flexibility, without extra cost or friction. 

The solution: Zip

The result: A frictionless payment launch that drove strong growth, reached new audiences, and achieved significant results with minimal investment and effort.

Must-haves:

Launch quickly

Avoid major tech overhead or POS integrations

Align with cost-containment and margin-first strategy

Offer cost-effective payment options

Minimize internal disruption

Increase customer reach and satisfaction

Support long-term resilience and profitability

.

In November 2024, near the peak of the holiday season, GameStop rolled out Zip in nearly 2,800 stores. There was no POS integration and no technical roadblocks—just a rapid, streamlined launch supported by associate training and custom co-branded signage.

The impact was immediate. By December 2024, monthly BNPL volume nearly tripled, a 196% increase. By June, activity peaked with the Nintendo Switch 2 launch and a series of Zip-supported in-store experiential events.

Virtual card

Zip widget

In-store marketing assets

No-POS integration

Building on their in-store success, GameStop expanded Zip to their online channel in April 2025, using a virtual card integration—a fast, low-lift approach that preserved engineering resources. But speed was only part of the strategy. The digital launch followed proven best practices:

Zip widgets on product and cart pages to educate shoppers early and often

A clean, consistent user experience from discovery to checkout

In just 10 weeks after launching online (April to mid-June 2025), Zip drove serious momentum:

An increase in BNPL transaction volume

61% of orders came from customers traditionally underestimated by legacy credit tools

Alongside driving volume, Zip helped GameStop reach a net new audience. This group of new shoppers are generally not served by credit cards or other BNPL but  are financially trustworthy with a 98%+ repayment rate and 35% early order repayment rate (in 2024).

And these shoppers weren’t just browsing. They were buying with intent, with 2x the average order value of the sitewide average.

GameStop isn’t hitting pause anytime soon. With strong results and shopper demand on the rise, they’re gearing up to launch Pay-in-8 online.²

For GameStop, Zip was the right choice. From co-branded marketing assets and custom planograms, to in-store events and retail training, Zip worked hand-in-hand with GameStop to ensure success across both channels without creating internal strain.

By choosing a smarter BNPL partner, GameStop proved that Power to the Players doesn’t stop at the shelf.

It ends at checkout. And with Zip, it ends in a win.

Become a Zip Merchant →

_{Disclaimer: Eligibility criteria apply. See payment terms: Zip Loan Terms of Service | Zip. Loans through Zip are originated by WebBank. Zip and GameStop have a co-marketing partnership.}