Global News
Jun 10, 20202 min read

H&M: “We see Klarna as a key differentiator”

by Fredrik Thambert

“We see Klarna In-app as a key differentiator in both existing and new-entry markets, especially for mobile-first Millennials and Gen Z customers,” says Mikael Strand, Pay later Services Architect at H&M.

With nine well-established brands and millions of customers worldwide, H&M is one of the world’s leading fashion retailers and a champion of smart, simple and engaging shopping experiences. As its physical and digital channels become increasingly integrated, loyal fans can now enjoy a whole new way of paying for their fashion finds, wherever they are, using H&M’s mobile app powered by Klarna.

Klarna’s In-app solution is now live with H&M in 10 countries – US, UK, Switzerland, Sweden, Netherlands, Austria, Denmark, Finland, Norway and Germany – with more markets scheduled in 2020.

The results so far are very promising. In some countries, almost half of all H&M’s mobile sales come from iOS users. In the US, around 50% of mobile shoppers are now choosing to pay with Klarna In-app. For iOS users alone, H&M has seen an 11% uplift in conversion globally.

“It’s clear that loyal customers love being able to access pay later with a quick tap of their mobile – no fuss or friction,” says Mikael Strand, Pay later Services Architect at H&M. “We see Klarna In-app as a key differentiator in both existing and new-entry markets, especially for mobile-first Millennials and Gen Z customers.”

Partnering with Klarna has enabled the brand to develop an ‘H&M-unique’ payment solution that offers its fans a truly modern shopping experience. No matter where and how they choose to shop – without compromising security or interfering with checkout flows.

“It’s been amazing working with Klarna. We set quite a high ceiling for our mobile app and we have exceeded it together. It’s a true partnership based on openness and transparency. It’s been a really fun journey so far, and we look forward to see where it leads next,” Mikael Strand says.

Want more details on the Klarna x H&M partnership? Get the full story here. Check out Klarna’s In-app solution here.