Adtraction Blog

Partner Spotlight: Klarna

With more than 150 million users, Klarna offers a variety of marketing opportunities for advertisers to reach a unique and engaged audience. Learn more about them in the below Partner Spotlight.

Can you briefly introduce Klarna and yourself?

Hi, I am Björn, Affiliate Partnership Manager at Klarna. I joined Klarna in July 2021 and since then have been responsible for getting brands affiliated to gain access to our global shopping ecosystem.

Klarna was founded in 2005 in Stockholm, Sweden to make it easier for people to shop online. Klarna is a premier destination for shopping and inspiration and is considered a top performing content-driven publisher in the world’s largest affiliate networks. We connect merchants with our 150 Million Klarna users through a variety of marketing solutions and media opportunities designed to reach our unique, highly engaged audience.

Tell us how and why Klarna was founded?

Since 2005 Klarna has been on a mission to revolutionize the retail banking industry. With over 150 million global active users and 2 million transactions per day, Klarna is meeting the changing demands of consumers by saving them time and money while helping them be informed and in control, and in doing so is evolving from purely a BNPL company to a shopping utility and destination for customers.

What markets is Klarna currently working in?

25 markets, core-markets: US, UK, Australia, New Zealand, Canada, Germany, Netherlands, Switzerland, Belgium, Sweden, Austria, Norway, Finland, Denmark, Spain, Italy, France, Poland, Ireland and Portugal

Can you tell us more about Klarna's strategy for partner marketing?

Our mission is to be the world's smoothest way to shop, by helping our shoppers save time, save money, and be inspired. We've invested in innovative technologies to provide customers with easier ways to find what they're looking for (search, personalized feed) and when they don't know, we help inspire them (shoppable video, collections) - all supported by first-party data that helps us offer a more relevant shopper experience. In becoming a better shopping utility for consumers, we will continue to be a powerful marketing partner for merchants.

Klarna uses multiple promotional methods. Can you tell us a bit more about how Klarna can work with advertisers?

We offer a variety of solutions for advertisers to reach Klarna shoppers across the entire customer journey from inspiration and consideration, to checkout and loyalty. This includes recommended content such as deals, curated shopping lists, and banner ads, as well as results search, and promotions through our rewards club. Depending on the type of partnership and commission structure, we promote advertisers through a variety of channels, including the newly relaunched Klarna App,, and our CRM channels (email, push notifications).

What key factors are considered in determining which partner programs to join? What do you look for in an advertiser program?

We are looking to partner with advertisers who share the same customer-centric approach that we do, and want to provide an optimal experience for shoppers. When we keep the customer at the heart of what we do, together we can drive good conversion rates that help support low returns, and greater sales and revenue – a win-win-win for all parties.

How can advertisers get started with Klarna?

We’re open to reviewing all opportunities but a key focus is shopping and retail. Hence, we are not limited to working with those who have our buy now, pay later technology implemented - we can partner with any and all brands on an affiliate basis. Our advertising segments include: clothing & shoes, leisure sport & hobby, health & beauty, home & garden, electronics, intangible products, other, food & beverage, children's products, entertainment, jewelry & accessories, and automotive products.

What is your experience working with Adtraction, and what features do you enjoy?

I have worked with Adtraction for almost two years now. They have a fantastic team that is always looking for new opportunities to help their partners grow. What I specifically like is their very intuitive and reliable platform as well as their sophisticated reports. Adtraction is also at the forefront of new tech and innovation, making this the perfect partnership.

Does Klarna have any upcoming promotions, launches, or exciting news to share?

We will launch a totally new Klarna App with even more personalization and amazing product recommendations. Also we are working very closely together with OpenAI to bring smoooth shopping to ChatGPT!

Are you an advertiser interested in learning more about opportunities to work with Klarna? Reach out to Adtraction here.

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