AFRM Extends Partnership With Williams-Sonoma to Bring BNPL to Canada

A leading player in the buy now pay later (BNPL) space, Affirm Holdings, Inc. AFRM recently extended its partnership with Williams-Sonoma, Inc. to Canada. This strategic expansion allows Canadian customers to access Affirm’s services across Williams-Sonoma’s top-notch home furnishing brands, including West Elm, Pottery Barn, Mark & Graham and Williams Sonoma.

Customers can take advantage of this by choosing Affirm at checkout. They need to go through a real-time eligibility check, and approved customers can select their preferred payment plan, with transparent terms and no hidden charges. In recent trends, it is observed that young generations are moving toward flexible payment options, and AFRM came forward when they were needed the most.

It will not only strengthen Affirm’s retail portfolio but also align with its strategy to expand in high-priced, lifestyle-focused markets. Williams-Sonoma, known for its premium products with high-end clientele, is a perfect match for Affirm’s business model, which relies on trust and transparency.

Additionally, AFRM’s partnerships with global giants like Amazon, Apple, Samsung and others provide a strong foundation for this expansion. As BNPL gains increasing popularity, Affirm’s collaboration with a reliable U.S. partner could be a key driver for its long-term international expansion strategy. It joins Affirm’s growing network of retail partners of 358,000.

In the fiscal third quarter of 2025, AFRM’s merchant network revenues rose 34.3% year over year to $214 million due to its growing gross merchandise value (GMV). The company projects GMV to be in the range of $35.7-$36 billion in fiscal 2025.

AFRM Stock Price Performance

In the past year, AFRM shares have surged 77.8%, outperforming the industry’s growth of 34.1%.

AFRM’s Zacks Rank & Key Picks

AFRM currently carries a Zacks Rank #3 (Hold).

Some better-ranked stocks in the computer and technology space are Oddity Tech Ltd. ODD, StoneCo Ltd STNE and Paylocity Holding Corp PCTY, each sporting a Zacks Rank #1 (Strong Buy) at present. You can see the complete list of today’s Zacks #1 Rank stocks here.

The Zacks Consensus Estimate for Oddity Tech’s current-year earnings of $2.02 per share has witnessed three upward revisions in the past 30 days against none in the opposite direction. Oddity beat earnings estimates in three of the trailing four quarters and missed once, with the average surprise being 32.8%. The consensus estimate for current-year revenues is pegged at $796.4 million, implying 23.1% year-over-year growth.

The Zacks Consensus Estimate for StoneCo’s current-year earnings of $1.43 per share has witnessed one upward revision in the past 30 days against none in the opposite direction. StoneCo beat earnings estimates in three of the trailing four quarters and missed once, with the average surprise being 6.4%. The consensus estimate for the current year’s revenues is pegged at $2.8 billion, indicating 12.2% year-over-year growth.

The Zacks Consensus Estimate for Paylocity Holding’s current-year earnings of $7.01 per share has witnessed eight upward revisions in the past 30 days against none in the opposite direction. Paylocity Holding beat earnings estimates in each of the trailing four quarters, with the average surprise being 15.4%. The consensus estimate for current-year revenues is pegged at $1.6 billion, calling for 12.9% year-over-year growth.

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This article originally published on Zacks Investment Research (zacks.com).

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