Klarna launches global rollout of creator and retailer growth tools

Klarna is expanding its suite of tools for retailers and creators as it continues to build on its brand beyond ‘buy now, pay later’.

According to the company, the “growth tools” — Creator Stores and Ads Manager — will help both retailers and creators engage with their audiences more effectively, while also enhancing customer experience.

Following a successful launch in the US, Klarna is introducing Ads Manager in the UK and Sweden, providing customers with a more personalised shopping experience if they choose to share their information with Klarna.

Creator Spaces is on the opposite journey, launching in the US following success in Europe, giving more than half a million creators the ability to launch their own storefronts on the Klarna website.

“Building on our suite of marketing and ad solutions for retailers, Klarna’s Creator Shops and Ads Manager continue to transform the company beyond BNPL into a growth partner and retail media network within the industry,” Klarna chief marketing officer David Sandstrom said.

“Our combined network of over one million retail partners and creators globally now have even more powerful ways to reach Klarna’s 150 million high-intent shoppers, while consumers can enjoy a more relevant and personalised shopping experience.”

Both features were first announced in April in its twice-annual product update, in a big push to establish itself as more than a BNPL.

Ads Manager is now available in the UK and Sweden and will roll out to all global markets over the next few months.

According to the company, its “laser focus” on shopping sets it apart from platforms like Google and Facebook, making the ad feature more effective in targeting customers at the point of purchase.

Retailers in the US running ads of Klarna have reportedly seen click-through-rates up to 25 times higher than the industry average.

“Klarna Ads Manager gives us the ability to deploy targeted ad campaigns quickly and effortlessly to reach Klarna shoppers,” Caden Lane acquisition director Caleb Orion said.

“We are always looking for new ways to meet customers where they are, and this audience has been valuable to engage with, delivering strong click-through rates. The platform's user-friendly interface allows us to track campaigns easily, enabling us to drive valuable results for our business.”

With the expansion of its marketing and ads solution, Klarna is looking to position itself as an all-around shopping service — a “global shopping assistant for consumers” and a “growth partner for retail partners”.