Affirm Holdings said it has broadened its partnership with Google to integrate its buy now, pay later payment option into Google Search - including AI Mode - and the Gemini app, accessible through Google Pay. The announcement preceded a modest rise in Affirm shares, which advanced roughly 2% following the news.
Under the expanded arrangement, Google Pay users will be able to choose Affirm as a payment method at checkout. Once Affirm is selected, shoppers will undergo a real-time eligibility check. If approved, consumers will select a payment plan and then complete the purchase within Google Pay.
The company said the rollout will begin in the coming weeks, bringing Affirm’s installment payment services into Google’s AI-driven shopping experiences. Each transaction will be evaluated on its own merits, Affirm said, and the applicable terms will be shown up front. Those disclosures will include the total cost, the payment schedule, and the end date tied to the plan chosen.
Affirm has also developed an early iteration of BNPL extensions for the Universal Commerce Protocol, an open standard designed for agentic commerce. The firm is hosting this early version on its website to solicit feedback from interested parties.
The partnership is framed as an effort to make flexible payment options available as AI becomes more embedded in online product discovery and purchase flows. Google Pay users are expected to be able to access Affirm’s installment plans across Google’s ecosystem - including wallets, browsers, and AI-powered shopping tools.
Summary
Affirm and Google expanded their existing partnership so Affirm’s BNPL option will be available in Google Search, AI Mode and the Gemini app via Google Pay. The rollout is due to start in the coming weeks, with real-time eligibility checks and up-front disclosure of plan terms. Affirm is also trialing an early BNPL extension for the Universal Commerce Protocol on its site to gather feedback.
Key points
- Affirm’s stock rose about 2% after the company announced expanded integration with Google Pay across Search, AI Mode and the Gemini app.
- The integration requires a real-time eligibility check; approved shoppers can select a payment plan and see the full cost, payment schedule and end date prior to purchase.
- Affirm is hosting an early BNPL extension for the Universal Commerce Protocol on its website to collect feedback as it prepares the rollout.
Risks and uncertainties
- Timing and adoption of the rollout are limited to the company statement that it will begin in the coming weeks - actual implementation and user uptake are not detailed.
- Because each transaction is evaluated individually, some shoppers may be declined at point of sale, which could affect conversion rates and merchant experience.
- The BNPL extension for the Universal Commerce Protocol is an early version being hosted to gather feedback, indicating the feature is still in a testing or development phase.