Klarna launches social shopping in UK via new app

By

Sandra Halliday

Published
Sep 7, 2020

Buy now, pay later (BNPL) specialist Klarna unveiled its redesigned app on Monday with the move marking a deep dive into social shopping in Britain.

The Swedish giant said the app would elevate the shopping experience for millions of users across the UK “with a greater range of flexibility, control and personalisation while shopping online”.

It’s been designed to meet the shifting expectations of consumers as they adapt from a world in which shopping was largely done in-store to a much more online world. “The app will cover the entire shopping journey, from inspiration and discovery through to the transaction — all in one place,” it said.

New features will include: wish lists that can contain items from any retailer in the UK and can either be kept for private use, or shared with friends and family; price drop notifications via pre-set alerts; online deals; and exclusively curated fashion, beauty and lifestyle content.

Following discovery of a particular item, shopping takes place within the Klarna app on a retailer’s website through an iframe with the option to pay for products either by Klarna (if a retailer has partnered with the firm) or by traditional methods such as credit or debit card.

The aim is for it to feel seamless and to ensure consumers feel in control.

Sebastian Siemiatkowski, CEO and co-founder of Klarna said: “In the past few months, we’ve seen a shift in shopping behaviour with millions fully embracing digital purchasing for the first time as physical stores were closed. 

"Despite the shifting retail landscape, consumers are still looking for inspiration, convenience and value and it’s become obvious that shopping online now goes far beyond just a transaction. The new app elevates the entire shopping experience, from start to finish by bringing together all the best aspects of shopping in one place.”