Sezzle Launches a Virtual Card in Canada Powered by Marqeta, Bringing Its BNPL Service to In-Store Checkout for the First Time

Key Takeaways

• Virtual card integrates Sezzle with Apple Pay, Google Wallet.
• Launch partners include SoftMoc, JD Sports Canada, Mastermind Toys.
• 74% of surveyed users prefer in‑store shopping with Sezzle.
• Powered by Marqeta’s issuing platform for instant card provisioning.
• Expands Sezzle’s footprint beyond online‑only BNPL model.

Pulse Analysis

The buy‑now‑pay‑later (BNPL) sector has largely been dominated by online checkout experiences, leaving a gap in the physical‑retail space. Sezzle’s virtual card addresses that gap by leveraging the ubiquity of mobile wallets, allowing shoppers to tap‑to‑pay at point‑of‑sale terminals. This move aligns with a broader industry trend where fintech firms are blurring the lines between e‑commerce and brick‑and‑mortar, aiming to capture the full consumer journey from discovery to purchase.

Technologically, the card is powered by Marqeta, a leading card‑issuing platform known for rapid tokenization and real‑time provisioning. Early adoption by retailers such as SoftMoc, JD Sports Canada, Mastermind Toys and QE Home provides Sezzle with a diversified pilot across footwear, sports apparel, toys and home goods. The company’s internal 2025 survey, indicating that 74% of Canadian users would be more likely to shop in‑store if Sezzle were available, offers quantitative proof of demand and helps justify further merchant onboarding.

Strategically, the virtual card positions Sezzle to compete directly with incumbents like PayPal’s Pay in 4 and emerging in‑store BNPL solutions from Klarna and Afterpay. Access to physical‑store data will enrich Sezzle’s risk models, potentially lowering default rates while expanding its user base. As regulators worldwide scrutinize BNPL practices, Sezzle’s partnership with Marqeta—known for robust compliance frameworks—could provide a defensible path for sustainable growth in the Canadian market.