Member Exclusive, Payments

Klarna looks to capitalize on US holiday sales with in-store BNPL expansion

  • Klarna has collaborated with FreedomPay and Simon Property Group to offer in-store BNPL solutions ahead of the holiday season.
  • The Swedish firm is looking to improve its offline visibility by expanding its presence in physical retail stores across the US.
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Klarna looks to capitalize on US holiday sales with in-store BNPL expansion

This holiday season, payments firm Klarna is looking to expand its brick-and-mortar reach across the US. The firm recently announced an integration with commerce platform FreedomPay, which will allow it to offer its BNPL solution in-store to FreedomPay’s network of companies including Foot Locker, FedEx, and Jo-Ann Stores.

The service is kicking off in the US, with plans to expand globally over the coming months. It allows shoppers at FreedomPay’s participating retail stores to check out using the Klarna app by performing a one-time registration to generate their unique in-store QR code. A contactless payment can then be made by scanning the code. Shoppers can pay in four interest-free installments, just as they would when shopping online.

Klarna has also launched a multi-year strategic partnership with Simon Property Group, the largest shopping center owner and operator in the US. The collaboration will provide customers at Simon shopping malls and outlets with access to Klarna’s in-store payment solutions. Additionally, Klarna will provide performance-based digital marketing capabilities to physical retailers and collaborate with Simon on marketing campaigns, in-mall activations, and communication programs.

Holiday retail sales in the US are on track to exceed $1 trillion this year. The market share of ecommerce is growing rapidly – it will take up a record 18.9% of total holiday season sales. However, that still means that the vast majority of holiday sales – worth over $800 billion – will take place in-store. With a firm foothold in the ecommerce market, Klarna wants to expand its reach to brick-and-mortar customers by offering them flexible payment options in time for the holidays.


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