Aug 23, 20214 min read

Klarna celebrates 20 million US customers.

Klarna K logo

by Klarna

This summer Klarna is proud to celebrate a major milestone: 20 million US customers! Impressive on its own, but especially so considering we have doubled our user base since June  2020. The Klarna app now has 4 million monthly active US users, as daily downloads surpass the closest competitor by 20%, according to App Annie.  

Klarna’s more transparent, convenient, and consumer-friendly payment alternatives provide consumers with the control they crave as they shift away from interest- and fee-laden revolving credit lines. We are thrilled to welcome these new shoppers and even more excited to be able to introduce them to our nearly 10,000 US retail partners.

In Klarna’s 2021 Reopening Insights Report, we found 80% of consumers now prefer shopping online, with 74% looking for flexible payment options. This makes Klarna’s all-in-one shopping platform the perfect choice for consumers and retailers alike.

Here are some of the ways Klarna benefits retailers. 

Reach a vast, global audience.

With 90 million global shoppers across 17 markets discovering your products and services, brands can unlock wider audiences and open up new revenue streams through Klarna. We highlight our retail partners through exclusive deals, curated Collections and inspirational content, enabling them to more authentically engage with customers and ultimately drive sales. 

Leverage our growth tools.

Under the Klarna for Business offering, we’ve built an enhanced suite of marketing services to help retailers grow and connect with consumers across all channels. Over the past year, Klarna has significantly built out its retailer support offering, which now includes a Comparison Shopping Service; an AI-driven styling engine and content creation platform; and recent acquisitions of HERO, a world leader in virtual shopping; and most recently APPRL, an influencer marketing platform allowing retailers to connect directly to relevant content creators and track campaign results through Klarna.  

Increase average order value and conversion rates.

By integrating Klarna’s interest-free, flexible payment solutions like Pay in 4, businesses increase consumers’ purchasing power, granting them the freedom to shop for and buy what they need, when they need it. As a result, our brand partners see average order values increase by 20-80% and conversions on average climb by 20%. Merchants are always paid upfront and in full for their products, while shoppers enjoy flexible payment solutions that work best for them. 

In a recent case study, INDOCHINO outlined how enabling Klarna’s Pay in 4 resulted in a 16% AOV increase. Additionally, the brand attracted more new customers, 67% of whom were Gen Z and Millennial. 

In May, after introducing Klarna as an option at checkout, rue21 saw sales increase at an AOV rate 73% greater than other payment methods.

Explore unique marketing strategies.

To stay relevant to consumers, brands need to meet shoppers where they are. Klarna offers brands innovative co-marketing opportunities involving virtual events, livestream shopping, and social media campaigns to stand out.

In March, the second, bi-annual “Hauliday by Cosmo x Klarna,” a virtual shopping holiday in the US, created for Gen Z and millennials, took place. This 48-hour event featured sales across fashion, apparel, footwear, and beauty from brands such as Macy’s, HAUS LABORATORIES, Rebecca Minkoff, Saks OFF 5th, Express, Bluemercury, Foot Locker, and more. 

Complete with a livestream shopping element, Hauliday delivered an interactive and fun shopping experience for digitally-savvy consumers whose purchasing habits are continuously evolving. 


To compete and thrive in today’s competitive marketplace, businesses need a partner like Klarna who can help them meet consumers’ needs, preferences, and expectations. And with 20 million US shoppers now using our services, the opportunity for retailers to reach more shoppers and see more success is bigger than ever before. 


Find out what Klarna’s 20M+ shoppers can do for you.

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