25%
Online orders via Tabby
Brands For Less bags 20% higher AOV with Tabby
How Brands For Less made flexible payments a quarter of its online checkout and lifted average order value.
20%
Higher AOV
10%
Increase in checkout conversion
CompanyBrands For Less brings global fashion, footwear, and homeware brands to shoppers at up to 80% off, through its signature ‘treasure hunt’ experience. Founded in 1996, the BFL Group is one of the region's leading off-price retailers, operating across the GCC.
HeadquartersUnited Arab Emirates
IndustryOff-price retail
SolutionsPay Later, Online checkout, In-store checkout
ChannelsOnline, In-store
Early to the curve
Brands For Less sells global fashion, footwear and homeware brands at a fraction of the usual price, and it’s also a brand that moves early.
When Buy Now, Pay Later was still new and largely untested in the region, Brands For Less was already offering it. The bet was straightforward. Give online customers more flexibility, take price hesitation off bigger baskets and keep checkout frictionless.
“
At Brands For Less, we want to make branded fashion and lifestyle accessible to everyone, and Tabby lets customers shop with more flexibility and confidence.
Sunil Babu MuthuHead of Ecommerce Business, Brands For Less
Bigger baskets, fewer drop-offs
The early bet paid off. Today, 1 in 4 online payments at Brands For Less run through Tabby, a striking share for a discount retailer and a clear sign of how customers want to pay.
Shoppers who pay with Tabby spend 20% more per order than those using other methods. Checkout conversion is up 10%, with the biggest gains on higher-value baskets, where the option to split the cost counts for most.
“
Flexible payments have become essential to the modern online shopping journey. Our partnership with Tabby has helped us improve customer convenience, reach new audiences, and grow our e-commerce business, while supporting our goals around acquisition, conversion, and repeat purchases.
Sunil Babu MuthuHead of Ecommerce Business, Brands For Less
A checkout sellers and shoppers can rely on
For Brands For Less, the gains are clearest at its busiest moments. During major promotions and seasonal campaigns, when carts are fullest, more customers reach for Tabby, and more of those bigger baskets make it through checkout. Adoption runs deepest in fashion, footwear and home, led by digitally savvy shoppers who already buy online with confidence.
Built into every basket
With flexible payments now central to the online journey, Brands For Less is leaning into Tabby as a growth lever, building it deeper into checkout, promotions and loyalty so paying over time shows up wherever customers decide what to add to the cart.
