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How net new customers fueled GameStop's 196% BNPL growth with Zip
September 11, 2025
Wins at a glance
196% increase in BNPL transaction volume
2x the average AOV
A smarter path to BNPL: fast, flexible, and cost-conscious
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.
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
“Zip’s response reflected a strong understanding of our business and customer profile. Their model kept costs low while making the implementation incredibly easy.” |
Launching in-store at lightspeed
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.
“We launched in-store using a no-integration approach that enabled a fast, frictionless rollout. It was exactly what we needed to move quickly during the busiest season of the year.” |
The impact was immediate. Within months of launch, 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.
Products used
Virtual card
Zip widget
In-store marketing assets
No-POS integration
From stores to screens
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
Scoring new customers
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.
Next level: more choice, more wins
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.
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.
“Internally, we valued the high-touch partnership across both retail and e-commerce.” |
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.
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Disclaimer: Eligibility criteria apply. See payment terms: Zip Loan Terms of Service | Zip. Loans through Zip are originated by WebBank.