South African fintech startup PayJustNow has gone live on Takealot ahead of Black Friday on November 28. The integration lets Takealot shoppers split purchases into installments, aligning flexible payments with a peak retail moment. Both companies frame the move as consumer friendly at a time of tighter household budgets.
Pioneering BNPL in South Africa
Founded in 2019, PayJustNow was built by Craig Newborn, Greg van der Riet, and Mark McChlery to localize buy now, pay later for South African realities. The team adapted a model popular in Australia to address high credit costs and limited access to traditional finance at home. From the start, the proposition centered on three equal, interest free payments that avoid revolving credit fees.
Scale and Merchant Footprint
The company reports three million registered South Africans and more than 3,000 directly integrated merchants. Its footprint extends across 12,000 points of presence nationwide, spanning large chains and smaller retailers. That reach indicates BNPL’s mainstreaming across income brackets and shopping formats in the country.
Backing and Ecosystem Positioning
PayJustNow is backed by Weaver Fintech and sits within its broader ecosystem of digital financial services, embedded finance, and payments. The relationship adds capital support, distribution leverage, and operational infrastructure as the startup scales. It also positions PayJustNow as a homegrown player competing with global BNPL brands targeting African markets.
Takealot Integration and Product Options
Through the new partnership, Takealot customers can choose PayJustNow’s core three part, interest free plan at checkout. Shoppers who need longer horizons can opt for extended, interest bearing options such as Pay in 12 that spread payments across a year. The dual track menu is designed to match different cash flow needs while keeping the experience simple.
Consumer Demand and Messaging
“Consumers want choice, not just in the products they buy, but in how they find and pay for them,” said Greg van der Riet, PayJustNow’s chief commercial officer. He described the Takealot launch as offering payment flexibility for millions of shoppers on the country’s largest online marketplace. The company argues the feature aligns with customers who are cost conscious but still plan to participate in seasonal sales.
Black Friday Timing and Conversion Goals
Rolling out before Black Friday and Cyber Monday is intended to lift conversion by lowering upfront cost friction. For Takealot, which commands a leading share of South African e commerce, BNPL can expand baskets and reduce cart abandonment. For PayJustNow, the placement increases brand visibility at scale during the highest traffic period of the year.
Macroeconomic Backdrop
South African households are navigating rising living costs as inflation and food prices pressure disposable income. In that context, installment options can help smooth expenses without resorting to high interest credit. Advocates say responsible BNPL models, coupled with clear terms, can support affordability while keeping risk in view.
Competitive Dynamics and Local Fit
Analysts see PayJustNow’s early entry and local tailoring as advantages in a competitive BNPL field. The company built underwriting and merchant integration for domestic data and retail practices rather than lifting a foreign template unaltered. That orientation could matter as global providers eye the market and as regulators assess consumer credit outcomes.
Strategic Outlook
If adoption on Takealot proves strong, similar e commerce integrations may follow to deepen digital retail coverage. The merchant base across 12,000 locations also creates a runway to connect online and in store experiences under one payment brand. Continued backing from Weaver Fintech suggests resources to expand responsibly while meeting compliance expectations.
The Takealot launch gives PayJustNow a high profile entry point into South Africa’s largest online storefront before the year’s biggest shopping surge. With three interest free installments and an optional 12 month plan, the service targets both immediacy and flexibility. The test now shifts to execution, conversion lift, and consumer outcomes as the holiday cycle begins.