More baskets, more volume with Klarna and Apple Pay
By surfacing Klarna and Apple Pay earlier in the shopping journey, a major US retailer saw significant uplifts in both basket size and volume — proving that the right message, in the right place, drives real incremental growth.
Our partnership with Apple Pay opens up Klarna's flexible payment options to a whole new audience of shoppers — people who may never have encountered Klarna before but who are already choosing Apple Pay every day. This campaign showed how that combination drives real results: more customers, bigger baskets, and a checkout experience that works for everyone.— David Sykes, Chief Commercial Officer, Klarna
27% Higher AOV with Klarna and Apple Pay
The challenge
Shoppers didn't know they could use Klarna's flexible payment options through Apple Pay. By checkout, the opportunity to influence what and how much they bought had already passed. The retailer needed to educate shoppers earlier in the journey so they could factor flexible payments into their purchase decisions from the start.
The solution
The US retailer ran a time-bound campaign designed to make sure shoppers knew that Klarna’s flexible payment plans were available inside the Apple Pay experience before they ever reached checkout. Through on-site banners, email, push, and social, every touch point reinforced the same message: you can split your purchase into flexible payments through the Apple Pay flow you already use.
The shopper journey
On-site banners and messaging educate shoppers that Klarna’s flexible payment plans were available through Apple Pay Shopper selects Apple Pay at checkout and then "Other Cards & Pay Later Options" Once they select their preferred Klarna payment plan, they complete their purchase securely with face ID.
Why it worked
Awareness before checkout changed behavior. Shoppers who knew flexible payments were available upfront felt confident to spend more, increasing basket size and completing purchases they may have otherwise abandoned.
Visibility at every touch point: Repeated exposure across channels built familiarity and confidence before purchase.
Smart incentive design: The incentive didn't just drive traffic, it encouraged larger baskets, directly contributing to the 27% AOV lift.
Trusted, seamless flow: Klarna sat inside Apple Pay, a checkout path shoppers already trusted. The barrier was never access, it was awareness.
+27%
Higher AOV vs. sitewide average
+214%
Year-over-yeare volume growth
+311%
Month-over-month volume growth
22M
On-site impressions
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Results based on internal analysis comparing pre-campaign Klarna on Apple Pay checkout selection (no upfunnel messaging) to campaign performance (with upfunnel messaging), benchmarked against prior month and YoY. Results may vary. Paying over time on Apple Pay: Loans not offered by Apple. Subject to eligibility requirements and approval. Apple provides technical services for Paying Over Time on Apple Pay. Apple is not providing financial services, and all lending and payment services are provided to you by the relevant card issuer and lending provider. Not available in all markets, and may not be available for all types of purchases, such as subscriptions and recurring transactions. Available in-store on iPhone, and online and in-app on iPhone or iPad. Software requirements apply. Additional terms may apply. For more eligibility and feature details, visit https://support.apple.com/120477. Use Klarna with a service fee between $1.29–$5.99, issued by WebBank. For example: a $248 purchase with a $62 down payment and a $4.99 service fee results in a 35.68% APR, followed by three additional biweekly payments of $62 (total repayment: $252.99). Subject to credit approval; minimum 25% down payment required. A higher initial payment may be required for some consumers. For monthly financing, issued by WebBank, rate ranges from 0.00%-35.99% APR based on creditworthiness, term length, and subject to credit approval, resulting in, for example, 3 equal monthly payments of $333.33 at 0.00% APR to $353.52 at 35.99% APR per $1,000 borrowed. Minimum purchase amount and down payment may be required. Estimation of monthly payment excludes potential tax and shipping costs. Please see the payment terms. Other California resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190. Apple Pay is not available in all markets. View Apple Pay countries and regions. Features are subject to change. Some features, applications, and services may not be available in all regions or all languages and may require specific hardware and software. For more information, see Feature Availability. Apple Pay is a service provided by Apple Payments Services LLC, a subsidiary of Apple Inc. Neither Apple Inc. nor Apple Payments Services LLC is a bank. Any card used in Apple Pay is offered by the card issuer.