I illustrate through the lens of a theoretical model, potential reasons triggering an increase in credit supplied by the non traditional financial sector, i.e vendors, at the extensive margin. I find that a reduction in the average risk of default and an increase in the market size of credit customers raise vendor financing incentives. This model rationalizes the observation that the improvement of economic conditions of the low-income and financially constrained households potentially led to increased credit supply by vendors in several countries of Latin America.