Affirm Holdings, Inc. (NASDAQ: AFRM) saw its stock price surge by 5.01% in pre-market trading on Thursday, following the announcement of its partnership expansion with Williams-Sonoma, Inc. into the Canadian market. This move has evidently bolstered investor confidence in the buy-now-pay-later (BNPL) company's growth prospects.

The expanded partnership allows approved Canadian shoppers to split their purchases into monthly payments using Affirm's payment network at stores selling Williams-Sonoma products. This development marks a significant step in Affirm's international expansion strategy and potentially opens up new revenue streams for the company.

Analysts view this expansion as a positive sign for Affirm's business model and its ability to secure and grow partnerships with major retailers. The move into the Canadian market with a well-established partner like Williams-Sonoma could pave the way for further international growth and help Affirm capture a larger share of the growing global BNPL market.