Affirm Holdings, Inc. (AFRM) stock is experiencing a significant surge, soaring by 5.01% during Thursday's trading session. This impressive rally comes on the heels of an important announcement regarding the company's international expansion efforts.

The catalyst for this upward movement is Affirm's declaration that it is extending its partnership with Williams-Sonoma, Inc. into the Canadian market. This expansion allows approved Canadian shoppers to utilize Affirm's payment network to split their purchases into monthly payments at stores selling Williams-Sonoma products. This move builds upon the existing collaboration between the two companies in the United States, signifying a strategic step towards Affirm's growth in the North American market.

Investors are reacting positively to this news, as it represents a significant opportunity for Affirm to increase its user base and transaction volume. The expansion into Canada not only diversifies Affirm's geographical presence but also strengthens its relationship with a major retail partner. As the buy-now-pay-later sector continues to gain traction globally, Affirm's proactive approach to international expansion is likely being viewed as a strong indicator of the company's growth potential and competitive positioning in the fintech space.