Klarna Introduces Shoppable Video Feature

New York—Buy now, pay later platform Klarna has added a shoppable video feature.

Available within the Klarna app, shoppers can watch videos about a product, like unboxings, tutorials, and reviews, and then buy that item directly from the video.

For Klarna’s 2022 U.S. Holiday Shopping Survey, the company reached out to 1,234 consumers between the ages of 18 and 66, including Klarna users and non-users.

Its survey found 65 percent of Gen Z respondents said they prefer video content over static content when shopping online.

Now, retailers can upload videos to Klarna using existing content from their social channels or create shoppable content exclusively for the app. 

For those looking to make new videos, Klarna can connect them with content creators.

“Creators are now at the heart of online shopping, helping consumers to discover brands and products in more authentic ways than ever before. But it can be challenging for creators to make a living and stand out in a crowded market, and for retailers to source the right creators and measure engagement with their target audience,” said Klarna.

Its new Creator platform is designed to connect retailers and creators and facilitate the entire process, from the initial outreach to building partnerships and tracking the sales and commissions.

Retailers can connect with more than 500,000 creators and get real-time updates on the performance.

Sellers can also partner with Klarna to be highlighted in curated content and campaigns.

Brands like e.l.f. Cosmetics and Haus Labs by Lady Gaga are already using the platform and have seen click-through rates higher on average than other social media channels, said Klarna.

“Haus Labs is excited to launch shoppable video content in the Klarna app, empowering our community of artists and creators to express themselves through high-performance makeup and their unique artistry, while engaging with millions of fans around the world,” said Lady Gaga.

There are more than 23 million active monthly users on the Klarna app and 450,000 retail partners. More than 150 million shoppers have used Klarna.

Its holiday survey also found that 59 percent of respondents look for brands with a charitable or give-back mission, and 55 percent said they always choose more sustainable and eco-friendly gift-wrapping options.

That feedback may be what’s behind its other new features.

The app upgraded its CO2 tracker to give eco-conscious shoppers insight into the environmental impact of their purchases, from the sourcing of raw material to recycling, available for more than 50 million items.

It also added a new donation feature in the app—expanding its Give One charitable initiative—allowing shoppers to donate to vetted organizations and track the aggregate volume of donations made to see their collective impact.

“The new products revealed today mark a major milestone in Klarna’s evolution to becoming a place where consumers and retailers can now search, discover, and create. From inspiring product discovery all the way to delivery tracking, digital receipts, and seamless returns, we are powering e-commerce and accelerating trade across the world,” said Klarna CEO and Co-Founder Sebastian Siemiatkowski.

For more information about Klarna and its new features, visit the Klarna website.