[TwoFerMaggie]

But why would the merchants willing to pay the fees in providing a BNPL scheme for their customers?

One would assume that it would increase sales, which makes it worthwhile. It's not caused by increase outreach though: from what I've seen, BNPL is usually an additional payment option when you're already on the product page.

Then the question becomes: who are the extra customers that a BNPL scheme would bring, that wouldn't have made the purchase if such a scheme was not available?

[mattclarkdotnet]

Oh it absolutely does come with increased outreach. The BNPL providers have apps marketing deals to users

[dublinben]

The extra customers are people who can’t afford to buy whatever nonessential product is being hawked, unless it is on a payment plan.

BNPL just encourages overspending by the most precarious consumers, ensuring that they will never get ahead.