Card-linked installments launch in US as Samsung bets on seamless, white-label payment flexibility
Samsung Electronics America has added a new installment payment option to Samsung Wallet, enabling US consumers to split in-store purchases using their existing credit cards. The feature, powered by Splitit, requires no new account, application, or credit check, and is set to roll out nationwide by the end of 2025.
The launch reflects growing demand for embedded credit solutions that work within consumers’ existing financial arrangements. Available in 21 US states from July 25, the new feature gives Samsung Wallet users the ability to tap to pay in-store and divide their purchases into monthly or bi-weekly instalments via pre-authorised Visa or Mastercard credit cards.
“Wallet is all about flexibility and convenience,” said Drew Blackard, SVP of Mobile Product Management at Samsung Electronics America. “With the addition of installment payments, we’re making the payment experience even more versatile.”
Unlike many buy now, pay later (BNPL) products, the new option does not generate a new line of credit. The service uses the available balance on a customer’s credit card, with payment plans managed directly within the Samsung Wallet interface.
Splitit’s card-linked BNPL model draws contrast with Klarna
The rollout brings renewed attention to differences in BNPL infrastructure. While Klarna and Affirm have built their models around short-term lending and proprietary credit checks, Splitit operates by layering installments on top of pre-approved credit card limits.
This model allows consumers to avoid new debt or credit checks, while continuing to earn card rewards. Retailers, meanwhile, retain full control of the checkout experience, as the process remains fully white-labelled within the merchant or wallet environment.
According to Splitit, this approach leads to higher approval rates and fewer checkout drop-offs, particularly among credit card users in higher-spending categories.
By contrast, Klarna’s product suite includes Pay in 4, Pay in 30, and financing options that involve credit checks and, in the case of longer-term financing, interest charges of up to 29.9% APR. Klarna also retains customer data and presents a third-party interface during the checkout process.
Implications are numerous
Consumer credit functionality is being integrated more deeply into mobile wallets, particularly in-store. Rather than directing customers to third-party BNPL providers, Samsung’s model keeps the payment experience within the device ecosystem while still relying on established card networks.
The card-linked BNPL model may also present fewer regulatory complexities. Since no new credit is being issued, Samsung and Splitit avoid some of the lending scrutiny currently facing fintech lenders in the US and Europe.
For merchants, the appeal lies in offering instalments for higher-value purchases without needing to re-route users through a separate financing journey. Splitit claims that its average order values exceed $1,200 and that its system supports omnichannel use cases, including in-person, over-the-phone, and online payments.
