Buy Now Pay Later

Klarna Highlights New Payment Features With ‘Shoppable Campaign’


Global payments provider and shopping service Klarna is unleashing a new media campaign aimed at consumers in the United States as it promotes its newly released mobile app.

The campaign, anchored by the tagline “Klarna: Swedish for smooother shopping,” “humorously illustrates how Klarna is redefining shopping to deliver a smoother end-to-end experience,” Klarna said in a press release.

“Our latest brand initiative draws on a number of uniquely Swedish cultural elements and adds in a big dose of humor to highlight how Klarna provides value at every stage of the shopping journey, from inspiration to post-purchase,” David Sandstrom, chief marketing officer at Klarna, said in the release.

Klarna said it is pushing to build on the success of its new mobile app in the U.S., which the company said has more than 1 million active monthly users across the country and 8 million customers. The app includes a number of features including the ability to buy now and pay later over four installments, as well as “exclusive deals and drops, the ability to create and share wish lists with friends and family.”

Klarna said it also counts 4,200 retail partners in the U.S. as well, “including leading names such as H&M, Sephora, The North Face, Timberland and Abercrombie & Fitch.”

“With online shopping at an all-time high, we are excited to continue to build out our capabilities that deliver an elevated shopping experience to consumers in the U.S.,” Sandstrom said.

Klarna said its “360-degree integrated campaign” will feature summer giveaways, as well as “online films, virtual experiences, shoppable content,” and “custom media partnerships.”

The ad campaign comes on the heels of Klarna’s rollout in the U.S. of Vibe, a loyalty rewards program that enables customers to pile up points that can be redeemed later for everything from their favorite latte at Starbucks to cosmetics and skincare products at Sephora.



The PYMNTS Cross-Border Merchant Friction Index analyzes the key friction points experienced by consumers browsing, shopping and paying for purchases on international eCommerce sites. PYMNTS examined the checkout processes of 266 B2B and B2C eCommerce sites across 12 industries and operating from locations across Europe and the United States to provide a comprehensive overview of their checkout offerings.