2 PAYMENT METHOD PROFILES: BNPL
Case Studies
Case Study: Klarna Originally called Kreditor, Klarna was founded in 2005 in Stockholm, Sweden, later changing its name to Klarna in 2010. Klarna has grown from serving the Swedish community to over 26 countries around the globe. Klarna has grown an active consumer base of 93 million worldwide and an annual gross merchandise value (GMV) of $105 billion. 666 Merchants in various sectors including apparel and accessories, travel, health and beauty, electronics have partnered with Klarna to allow consumers more flexibility when making payments. 667 87% of consumers used Klarna in 2024 for orders less than $500. While Klarna has seen a rapid global expansion, Nordic countries, Sweden and Finland, continue to prove themselves as loyal Klarna users. In a Statista survey conducted from January to December 2024, 48% of the Swedish respondents used Klarna for an online payment, compared to 4% of American and 12% of Britons. 668
Klarna's Network Growth (2005-2024) Number of Transactions
$105bn
2024 Significant AI efficiencies implemented across the company
$53bn
2023 First bank to integrate with Open AI
$6bn
Annual GMV:
2020-2022 Global expansion (12 new markets)
$1bn
2019 U.S. launch
2010 Pay in full launched Klarna live in six markets
2014 UK launch
2005 Klarna is founded
2017 Banking licence
2005
2010
2015
2020
2024
Profitable
U.S. Entry
Graph 2.38 669 Klarna's Distribution of Consumers per Average Order Value (2024)
46%
41%
9%
3%
0%
USD
0-100
100-500
500-1k Average Order Value
1-5k
5k+
Graph 2.39 670
140
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