Observed Signal · Sep 27, 2023 · Product Launch · Source: Trending Topics · Impact: 3/5 · Sentiment: Positive
Klarna expands payments app into shopping and advertising ecosystem
In an interview with Trending Topics, Klarna's Switzerland Country Lead Christian Kehr detailed the company's expansion from buy-now-pay-later payments into digital advertising and shopping media. Klarna, which counts 150 million global users, is positioning its app and new 'Klarna Search' price-comparison service as an alternative to Google Shopping. Merchants pay on a CPA or CPC basis when Klarna-generated traffic leads to transactions, making media services the fastest-growing revenue segment. The service has launched in Germany, Sweden and the US, with Austria planned for Q1/Q2 2024. Kehr also discussed Klarna's use of OpenAI and ChatGPT across more than 80 internal projects, its participation in Amazon's affiliate network, and the company's continued focus on its banking and BNPL core business.
Klarna's expansion into advertising and price comparison creates a new commerce-media channel with access to transaction data, intensifying competition for Google Shopping and expanding retail media opportunities.
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Key Takeaways & Evidence Grounding
- Klarna's media services are its fastest-growing business, with merchants paying on a CPA or CPC basis.
- Klarna Search, a price-comparison portal, is live in Germany, Sweden and the United States.
- Klarna plans to launch its price-comparison search in Austria in Q1 or Q2 2024.
- Klarna reports 150 million global customers, with users spending more than seven minutes per app visit.
- Klarna is running more than 80 internal projects using OpenAI/ChatGPT technology.
Connected Companies & Entities
15 Entities mapped“Klarna is becoming an increasingly important player in digital advertising, directing traffic from its 150 million-user app to online retail...”
“Merchants place their product listing ads on Google via Klarna, and Klarna Search is positioned as a competitor to Google Shopping....”
“Klarna and Tradera launched a solution allowing customers to list products from the Klarna app on Tradera....”
“Amazon has a huge affiliate network in which Klarna acts as a publisher and earns a commission for traffic to Amazon....”
“Klarna has been live with Airbnb for a few weeks and it is working extremely well....”
“Example of a merchant where Klarna users might buy an iPhone....”
“Klarna works closely with Refurbed and has future ideas together....”
“Instacart generates 40 percent of its revenue through ad placements....”
“Klarna has launched more than 80 projects connected to OpenAI/ChatGPT....”
“Klarna compares itself with large ecosystems such as Amazon, Google and Meta....”
“Klarna directs traffic to merchants like Nike, Adidas and Billa rather than completing purchases in its own app....”
“OpenAI in combination with Microsoft is a major competitor to Google....”
“Klarna directs traffic to merchants like Nike, Adidas and Billa rather than completing purchases in its own app....”
Ontology Mapping & Concepts
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