Mejuri Boosts Basket Size 50% with Cash App Afterpay Integration
For jewellery brand Mejuri, offering Afterpay didn’t just enhance customer experience, it drove a revenue uplift.
When Mejuri migrated to a new e-commerce platform in 2024, the jewelry brand saw an opportunity to elevate more than just its digital infrastructure.
Looking to elevate the customer experience, Mejuri focused on expanding payment options.
“Our job is to meet customers where they are when they’re shopping,” says Rohit Nathany, Chief Digital Officer at Mejuri, which creates high-quality fine quality and has more than 50 stores worldwide.
“We knew Buy Now, Pay Later was becoming a major part of the commerce landscape.”
“We knew Buy Now, Pay Later was becoming a major part of the commerce landscape.”
Rohit Nathany
With millions of customers worldwide and a strong customer base in both the US and Australia – two of Mejuri’s key markets – Cash App Afterpay emerged as the perfect fit. “It was a natural choice,” he says. “Customers want it.”
Less than a year after launch, Afterpay has already helped drive millions of dollars in global revenue for Mejuri, while also increasing average basket size.
A raft of commercial benefits
“Across all markets, average order value with Afterpay is higher. We also know the repurchase rate is higher,” says Nathany. “We know it adds a lot of value.”
On average, he says that when customers pay with Afterpay, basket sizes increase by 50 percent.
Engaging new audiences
Beyond the uplift in sales, one of the most compelling advantages of Afterpay is its ability to engage new audiences.
More than 70 percent of Afterpay customers are Gen Z or Millennial¹ – giving brands like Mejuri a direct line to the next-generation shoppers.
“When I learned there’s this separate customer audience that we can attract with Afterpay, that’s when it got really interesting,” says Nathany. “I hadn’t thought about it that way.”
Studies show that younger shoppers are increasingly shifting away from credit cards and gravitating towards payment methods such as Afterpay, with 63 percent of Gen Z consumers abandoning their credit card in favour of other payment methods.²
A seamless integration and partnership
Despite the scale and complexity of Mejuri’s global business, integrating Afterpay was seamless.
“From an integration perspective, it was [essentially] pressing a button,” says Nathany, who adds that Mejuri’s e-commerce platform is built on Shopify, and Afterpay’s native integration made set-up quick and simple.
A superior in-store customer experience
As a direct-to-consumer brand with dozens of physical stores, in-store usability was essential.
“Afterpay has a stronger retail store user experience than other solutions on the market,” says Nathany.
This is thanks to the Afterpay Card, a digital card that’s stored in digital wallets, which allows shoppers to easily tap and pay as they would with any other payment method.
“That is such an advantage from a consumer perspective.”
More payment options, more customers
Just as most retailers offer their customers a variety of credit card options at checkout, Mejuri provides multiple BNPL payment methods. This approach, says Nathany, allows the brand to reach customers where they are – offering their preferred way to pay and ultimately driving more sales.
For brands, choosing the right mix of BNPL providers can be a strategic decision – especially when expanding globally. Afterpay, for example, has a particularly strong customer base in North America and Australia, making it a natural choice for brands looking to grow in those markets.
“What happened, after we launched with Afterpay, was that the Buy Now Pay Later revenue just got split between the two [BNPL payment methods]. Over time, Buy Now, Pay Later revenue has grown as well.”
The bottom line
Overall, Nathany says that offering Afterpay made business sense.
Would he recommend it to other brands?
“I would say, ‘Just do it’. At the end of the day, it’s about what customers care about. Afterpay is one of the popular payment methods. It just doesn’t make sense not to do it.”
“I would say, ‘Just do it’. At the end of the day, it’s about what customers care about. Afterpay is one of the popular payment methods. It just doesn’t make sense not to do it.”
Rohit Nathany
1 Source Afterpay, Internal Customer Demographics as of Q1 2025; Behaviors metrics U.S. averages from full year 2024
For jewellery brand Mejuri, offering Afterpay didn’t just enhance customer experience, it drove a revenue uplift.
When Mejuri migrated to a new e-commerce platform in 2024, the jewelry brand saw an opportunity to elevate more than just its digital infrastructure.
Looking to elevate the customer experience, Mejuri focused on expanding payment options.
“Our job is to meet customers where they are when they’re shopping,” says Rohit Nathany, Chief Digital Officer at Mejuri, which creates high-quality fine quality and has more than 50 stores worldwide.
“We knew Buy Now, Pay Later was becoming a major part of the commerce landscape.”
“We knew Buy Now, Pay Later was becoming a major part of the commerce landscape.”
Rohit Nathany
With millions of customers worldwide and a strong customer base in both the US and Australia – two of Mejuri’s key markets – Cash App Afterpay emerged as the perfect fit. “It was a natural choice,” he says. “Customers want it.”
Less than a year after launch, Afterpay has already helped drive millions of dollars in global revenue for Mejuri, while also increasing average basket size.
A raft of commercial benefits
“Across all markets, average order value with Afterpay is higher. We also know the repurchase rate is higher,” says Nathany. “We know it adds a lot of value.”
On average, he says that when customers pay with Afterpay, basket sizes increase by 50 percent.
Engaging new audiences
Beyond the uplift in sales, one of the most compelling advantages of Afterpay is its ability to engage new audiences.
More than 70 percent of Afterpay customers are Gen Z or Millennial¹ – giving brands like Mejuri a direct line to the next-generation shoppers.
“When I learned there’s this separate customer audience that we can attract with Afterpay, that’s when it got really interesting,” says Nathany. “I hadn’t thought about it that way.”
Studies show that younger shoppers are increasingly shifting away from credit cards and gravitating towards payment methods such as Afterpay, with 63 percent of Gen Z consumers abandoning their credit card in favour of other payment methods.²
A seamless integration and partnership
Despite the scale and complexity of Mejuri’s global business, integrating Afterpay was seamless.
“From an integration perspective, it was [essentially] pressing a button,” says Nathany, who adds that Mejuri’s e-commerce platform is built on Shopify, and Afterpay’s native integration made set-up quick and simple.
A superior in-store customer experience
As a direct-to-consumer brand with dozens of physical stores, in-store usability was essential.
“Afterpay has a stronger retail store user experience than other solutions on the market,” says Nathany.
This is thanks to the Afterpay Card, a digital card that’s stored in digital wallets, which allows shoppers to easily tap and pay as they would with any other payment method.
“That is such an advantage from a consumer perspective.”
More payment options, more customers
Just as most retailers offer their customers a variety of credit card options at checkout, Mejuri provides multiple BNPL payment methods. This approach, says Nathany, allows the brand to reach customers where they are – offering their preferred way to pay and ultimately driving more sales.
For brands, choosing the right mix of BNPL providers can be a strategic decision – especially when expanding globally. Afterpay, for example, has a particularly strong customer base in North America and Australia, making it a natural choice for brands looking to grow in those markets.
“What happened, after we launched with Afterpay, was that the Buy Now Pay Later revenue just got split between the two [BNPL payment methods]. Over time, Buy Now, Pay Later revenue has grown as well.”
The bottom line
Overall, Nathany says that offering Afterpay made business sense.
Would he recommend it to other brands?
“I would say, ‘Just do it’. At the end of the day, it’s about what customers care about. Afterpay is one of the popular payment methods. It just doesn’t make sense not to do it.”
“I would say, ‘Just do it’. At the end of the day, it’s about what customers care about. Afterpay is one of the popular payment methods. It just doesn’t make sense not to do it.”
Rohit Nathany
1 Source Afterpay, Internal Customer Demographics as of Q1 2025; Behaviors metrics U.S. averages from full year 2024