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H&M x Klarna

H&M & Klarna.

See how H&M fashioned a unique in-app experience with Klarna.

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 using H&M’s app powered by Klarna.

The challenge.

H&M wanted to provide its loyal customers with a fast, seamless, and responsive native app so they could shop smooothly online, in-store, and everywhere in between using their smartphones. It was also important that the app enabled H&M to experiment easily with new services, was simple to integrate for rapid roll-out to support H&M’s international growth plans, and above all, was secure.


It’s been amazing working with Klarna... It’s a true partnership based on openness and transparency. We have daily discussions between our teams, which throw up new and exciting ways to improve customer satisfaction. It’s been a really fun journey so far, and we look forward to see where it leads next.

H&M logo

- Mikael Strand, Pay Later Services Architect at H&M

The solution.

H&M already had Klarna as a payments provider and knew that using our In-app mobile checkout would ensure shoppers experienced a truly smoooth mobile UX. Fitting seamlessly into H&M’s new native application, Klarna In-app lets members of H&M’s loyalty program shop now and pay later across all channels, using the branded H&M app. Invoices get handled within the app, where customers can decide how and when they want to pay. A beautiful interface, customer detail pre-filling, a range of flexible ways to pay, and a rich post-purchase experience ensure it’s a convenient and compelling proposition for shoppers. And, as with all Klarna solutions, it’s easy to integrate, scale-up, and roll out internationally.


With Klarna, we were able to develop a new feature that balanced our need to verify a customer’s identity in-store without adding unnecessary friction in the checkout. Replacing barcodes with QR codes, helped us introduce more security, without adding extra steps for our customers. Klarna adapted its solution to fit our specific needs and together we found the right path forward.

- Mikael Strand, Pay later Services Architect at H&M

The results.

Across the world, H&M is expanding online, through stores, and beyond. Klarna’s In-app solution is now live with H&M in 10 countries, giving shoppers a smooother checkout experience.

Shopping smoooth

H&M's shoppers choose us at mobile checkout more than half time.

The conversion conversation

Since partnering with us, H&M has seen an 11% AOV uplift in conversion.

Klarna solutions.

Partnering with Klarna has enabled H&M to develop a unique payment solution that offers its customers a state-of-the-art shopping experience. Check out the mix of Klarna solutions available to you.

Pay in 4

Pay in 4

Give your customers the flexibility to shop now and spread the cost over time.

Pay now

Pay Now

Get straight to the point. Paying now with Klarna is fast, simple, and secure.



Make it easy for your customers to shop in-app and get access to our flexible payment methods.



Offer shoppers the freedom to choose how and when to pay in your physical stores.

On-Site Messaging

On-site messaging

Klarna’s free On-Site Messaging keeps shoppers updated on payment options as they browse, helping increase conversion and AOV.


Our ambition was to provide a consistent shopping experience across all channels. Instantly recognizing loyalty program members, whether browsing on our website or mobile app...we set a quite high ceiling for our mobile app and have exceeded it together.

- Mikael Strand, Pay later Services Architect at H&M

Your shoppers dress for success. Why don't you? Get Klarna.

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