Affirm and Wayfair announce expansion of buy now pay later tie up to UK and Canada

Affirm is ramping up its partnership with Wayfair, bringing the FinTech firm’s financial products to shoppers in the UK and Canada.

This builds on their recently expanded partnership, which brought Affirm to Wayfair’s online and in-store checkouts across the US last October.

"Home is deeply personal, and we want every part of the shopping experience, including how customers pay, to reflect that," says Curtis Crawford, Head of FinTech and Loyalty at Wayfair.

"Since first partnering with Affirm nearly a decade ago, we've seen how much our customers value having flexible, transparent payment options. Expanding Affirm to the UK and Canada means more shoppers can invest in their homes in a way that works for them, with no hidden fees or surprises."

“When people are shopping for their homes, they want to focus on finding the right piece for their space - and not worry about fine print or surprise fees that come with it," says Wayne Pommen, Chief Revenue Officer at Affirm.

"We're proud to expand on our years of successful partnership with Wayfair, delivering the same peace of mind to even more consumers in the UK and Canada.”

2026 RTIH Innovation Awards

Payments will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.