CONTEXT Where consumer credit existed for more than 20 years, payment facilities (Buy Now Pay Later...) all gained traction since Covid-19. Today, more and more companies are entering the payment facilities market, resulting in massive fundraising. We are at the meeting point between a Real Customer Need (smoothing out expenses in a context of economic uncertainty) and start-ups that have fully invested in this sector. This market has been shaped by pure-players, who are accelerating and gaining market share in unprecedented ways, without the hindrance of physical stores. These pure-players reinvented payment facilities via simple and fluid paths, which are completely lacking in the offline world. ...