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Klarna - Competitor Profile

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    Company Profile

  • 21 Pages
  • July 2023
  • GlobalData
  • ID: 5231690
Klarna is a Swedish online payment services provider (PSP) that offers a range of buy now pay later (BNPL) solutions. Established in 2005, the company now serves over 150 million customers and is accepted by over 500,000 merchants across 45 countries. Klarna acquired SOFORT in 2014, turning it into one of the largest PSPs in the European ecommerce space. According to the publisher's 2023 Financial Services Consumer Survey, Klarna accounts for 12% of all ecommerce sales in Sweden, 8% in Norway, and 7% in Finland.

Klarna offers both immediate and pay-later options for ecommerce purchases, allowing customers to make payments after receiving the purchased items. It also offers an extended credit financing option through which users can make payments in monthly installments across up to 36 months. Klarna acts as a mediator between merchants and buyers and assumes the fraud and credit risk involved in transactions. To offer enhanced convenience, Klarna also offers an interest-free installment payment option, enabling customers to pay in three or four equal installments using a debit or credit card.

In June 2017, Klarna received a full banking license from Sweden's financial supervisory authority, allowing it to offer banking products and services. In February 2021, Klarna launched banking services in Germany. Klarna has been consistently expanding its geographic presence. It launched in Greece, the Czech Republic, and Canada in 2022, having previously expanded into Portugal in November 2021. Meanwhile, as part of its inorganic growth strategy, Klarna continues to acquire new companies, which helps it enhance its product offerings for both consumers and merchants. In June 2021 alone, it made three acquisitions: HERO, APPRL, and Stocard. In April 2022, it completed the acquisition of PriceRunner, a Sweden-based price comparison platform.

The report provides information and insights into Klarna including:

  • Detailed insight into its business
  • Comprehensive coverage of its products and services
  • Comparative assessment with key alternative payment solutions
  • Information on its revenue model and performance highlights
  • The company's important events and milestones


  • In February 2005, Klarna was founded under the name Kreditor in Sweden
  • In August 2017, Klarna launched P2P payment app Wavy in 31 European markets
  • In April 2019, Karna launched its global authentication platform, enabling merchants and banks to provide personalized authentication options to their customers
  • In October 2021, Klarna partnered with global ecommerce solutions provider Wix, enabling Wix's ecommerce merchants across 17 countries to accept payments via Klarna
  • In May 2023,Klarna partnered with Airbnb, enabling Airbnb customers in the US and Canada to make payments via Klarna

Reasons to Buy

  • Gain insights into Klarna business operations and key events
  • Gain insights into its product portfolio, revenue model and performance highlights
  • Assess the competitive dynamics in the alternative payments industry by comparing its performance against competitors.

Table of Contents

  • Overview
  • Benchmarking
  • Performance Highlights
  • Revenue Model
  • Products and Services
  • Significant Events
  • Key Acquisitions
  • Supporting Merchants
  • Appendix

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Klarna
  • Afterpay