Eye on E-Commerce: Adidas Adds Buy with Prime Option; Affirm Expands Shopify Deal

Consumers shopping for the latest in Adidas shoes and sportswear have a new payment option online and in-app with Amazon.com Inc.’s Buy with Prime option. In related e-commerce news, pay-over-time provider Affirm says its exclusive buy now, pay later service for Shop Pay on the Shopify platform will be available in Canada this Spring and soon in the United Kingdom.

Amazon says the Buy with Prime option will be available this Spring on adidas.com and in the Adidas app, enabling shoppers to see Prime-eligible items and add them to their shopping carts. On checkout, they’ll see an option to log into their Amazon account and verify their Prime membership. On confirmation, they pay using one of the payment options offered by Adidas. Then, Amazon will fulfill all Prime-eligible orders. Shoppers can view, manage, and track their Buy with Prime orders from their Amazon accounts or by the confirmation email from Adidas.

Amazon launched Buy with Prime in 2022 with an eye to helping direct-to-consumer merchants acquire new customers and improve their online conversion rates. Among other merchants using Buy with Prime are Steve Madden, Belkin, Elizabeth Arden, and MrBeast. Amazon says “thousands” of merchants use the service.

In other e-commerce news, Affirm, which became the exclusive BNPL provider for Shopify Inc.’s Shop Pay service in 2021 in the United States, is expanding that arrangement into Canada.

Announced Thursday, the expansion marks its first foray outside of the United States, with plans to extend it into the United Kingdom, though no timeframe was provided. In 2021, more than 10,000 Shopify merchants were eligible to offer Shop Pay Installments. Over coming months, Shopify’s Canadian merchants will be able to offer Shop Pay Installments at checkout. In a shareholder letter earlier this month, Affirm said it expects to begin U.K. testing soon.

The number of active Affirm users reached 21 million in the company’s most recent quarter, up 22.8% from 17 million a year prior.