PayPal Bill Me Later now becomes PayPal Credit as a part of its international expansion strategy. This comes at an image revamping time for the ecommerce business. PayPal has been bombarding the New York subways with “People Rule” marketing campaigns and finally updated its 90s-looking website so that it looks like the coolest and most expensive Tumblr skin.

The change from PayPal Bill Me Later to PayPal Credit is a part of the ecommerce company’s efforts to “bring credit more to the center of PayPal,” according to Vice President of Credit Steve Allocca. He states that such change will promote sales and purchases.

“[Credit is] especially important to us as we look to expand into the offline world and omni-channel,” says Allocca. “It’s going to be all the more important for us to have more levers to proactively manage and control our transaction expense.”

PayPal’s new branding and marketing strategy tries to engage the 18 to 40 age group, which has the highest number of smartphone users. With its rambling yet rather charming Youtube advertisements and “People Rule” banners in subways, PayPal seeks to gain foothold in people’s smartphones.

It has also started partnering with small and locally owned businesses and fashion bloggers to make it seem like PayPal is more than just a money transaction company. It is also seeing some benefits from product placements in blogs.

We're helping people and businesses leap forward with the global expansion of our credit programs: https://t.co/UIvzu8Cf0j. #paypalit

— PayPal (@PayPal) July 31, 2014

According to TechCrunch, PayPal Credit will soon debut in the U.K. and Germany.