Klarna Interesting Key Facts
- In 2005, Klarna was founded by Sebastian Siemiatkowski, Niklas Adalberth, and Victor Jacobsson.
- Klarna was started through the help of an angel investor, Jane Walerud.
- The company was named Kreditor Europe AB when it was first founded.
- In 2009, Kreditor was rebranded as Klarna.
- In the UK, Klarna was heavily criticized in the post payment sector as a company that encourages people to get themselves into large debts
- In February 2021, the UK government started to regulate the post payment sector through UK’s Financial Conduct Authority.
- In 2013, Niklas Adalberth stated that one of the company’s revenues comes from the reminders that they send to their consumers as well as legal fees for debt collection. He believed that the best customers for the company were people who didn’t pay their debts directly.
- In Sweden, a large number of consumers complained about being charged with reminder fees in 2014. The company was also accused of threatening the consumers should they refuse to settle the debts.
- In February 2020, Der Spiegel, a German news website, reported that Klarna’s consumer information are exposed and unsafe because of the autofill feature in the website. People can just extract their consumers’ information such as phone numbers, home addresses, postal addresses, date of birth, and so on.
- In Germany, Klarna cannot demand a flat rate of €1.20 for reminder fees through email. This was ruled by the Discrict Court of Bremerhaven in 2022.
- Identity theft and fraud were committed by using Klarna. A number of their consumers were victims of such crimes.
- In March 2022, Klarna was fined by the Swedish Authority for Privacy Protection with KR7.5 million or $762.90 million for its inadequacies in handling their consumers’ private data.
Source: Sifted, Whiteboard, BBC 1, BBC 2, The Guardian, Spiegel Netzwelt, CNBC, IMY, Klarna
Klarna: Company Overview (About)
Klarna is a Buy Now Pay Later company that provides online financial services for online purchases in their platform where partner merchants showcase their products.
Sources: Linkedin
What is Sebastian Siemiatkowski’s net worth?
Sebastian Siemiatkowski has a networth of $3.2 billion in 2022 according to Forbes, it is a slight increase of $1 billion from his net worth in 2021.
Source: Forbes
What is Klarna’s Revenue (USD)?
Data below shows us Klarna’s revenue in USD currency that is calculated with the last exchange rate of each specific fiscal year.
Sources: Klarna
What is Klarna’s Revenue (SEK)?
Data below shows us Klarna’s revenue in SEK currency. They had a revenue of SEK13.75 billion in 2021, an increase of 37.50% in year-over-year growth.
Sources: Klarna
Klarna Profit (USD)
Klarna had a profit of -$826.92 million in 2022 with a decrease of 453.61% in year-over-year growth.
Source: Klarna
Klarna Profit (SEK)
In 2021, Klarn's profit was of -SEK 7.09 billion.
Source: Klarna
Klarna Funding History
In over 29 funding rounds, Klarna has raised a total of $4.5 billion. Their latest was named Venture - Series Unknown that raised $800 million.
Source: Crunchbase
Klarna Investments
Klarna’s most recent investment was on October 25, 2021
Source: Crunchbase
Valuation: How much is Klarna worth?
Klarna has a valuation of $6.7 billion from their most recent funding last July 2022. The company’s worth falls 85% off from the mountain’s peak of $45.6 billion in 2021. Michael Mortiz stated that this fall is due to “investors suddenly voting in the opposite manner to the way they voted for the past few years”.
Source: TechCrunch 1, TechCrunch 2, Sifted
Who invested in Klarna?
Klarna has a total of 70 investors, 18 of which are lead investors. Sequoia Capital and Canada Pension Plant Investment are the most recent investors. Let’s take a quick look on their most recent investors as of December 2022.
Source: Crunchbase
What is Klarna’s market share in the global BNPL industry?
In November 2021, CNBC reported that Klarna has a market share of 18% in the BNPL industry in the U.S. alone based on total revenue, trailing behind Affirm and Afterpay.
As of October 2022, Klarna is currently the leading company in the BNPL industry with a market share of 44.5% based on the total number of downloads, an increase of 26.5% in less than a year.
Source: CNBC, Payments Dive
How does Klarna work?
Klarna is a buy now pay later processing company. Consumers or shoppers can purchase products in their website that are being sold by merchants, usually these products are offered for a discount to entice the consumers more. The wonder idea of this company is that consumers can buy products now and then pay the amount of the order value in a much later date with zero interest. The US website offers three products:
- Pay in 30 Days
- Pay in 4 Installments
- Financing
Meanwhile, their UK website offers only two products:
- Pay in 30 Days
- Pay in 3 Installments
Source: Klarna
How does Klarna make money?
Klarna has three plans, Pay in 30 Days, Pay in 4 Installments, and Financing in the US. For their Pay in 30 Days, and Pay in 4 Installments, the company makes their money by charging retailer’s fee. Every time a consumer shop, retailers pay a fee to Klarna. For US clients, the flat fee is fixed on $0.30 and a variable percentage fee between 3.29% to 5.99%. For UK clients, the retailer fee is 30p and 3.4% of the order value.
It should also be noted that in the UK, Klarna has only two plans presented in their website: Pay in 30 days and Pay in 3 Installments.
Meanwhile, the Financing option is ideally for larger purchases such as furniture and technology. This option helps consumers spread the cost of their purchase from 6 to 36 months through transparent credit card options in partnership with WebBank.
Source: Klarna
What happens if your payment is late on Klarna?
If a consumer fails to pay on the scheduled date, Klarna will try again to collect the payment. If the second try still fails then the missed payment will be added to the amount of the next payment. For US consumers, they will have to pay late payment fees for “Pay for 4 Installments”.
Klarna does not charge interest for both Pay in 30 days products and instalment products. However, their Financing product is akin to credit card loans wherein consumers receive financing from WebBanking to help spread the cost of the purchase.
Source: Klarna
What are the late fees for “Pay for 4 Installments”?
If consumers couldn’t pay on time, they incur late fees according to the value of their purchases. Consumers that has purchases below $25.00 will not incur late fees. Below is a more structure look on Klarna’s late fees for “Pay for 4 Installments”.
Source: Klarna
What is Klarna’s GMV (gross merchandise volume)?
Klarna had a gross merchandise volume of $80 billion in 2021, a 50.94% increase in YoY growth.
Source: Klarna
How many merchants does Klarna have?
As of 2022, Klarna is in partnership with 450,000 merchants in their website. A marketplace that has large merchant base such as this will give consumers the most varied options they can choose from. A lot of these merchants offer discounts on their products for as high as 60%.
Source: Klarna
How many people work at Klarna?
As of 2022, Klarna has 6,000 employees, an addition of over 1,300 employees since 2021.
How many people use Klarna?
In 2022, there are 150 million consumers using Klarna, that’s ten times in just 6 years.
Klarna Users Gender Distribution
More females are visits Klarna according to the data below. This is only an estimation based the web traffic coming in and out of Klarna.
Source: Similarweb
Klarna Users Age Distribution
Klarna is very popular on people aged 25 to 34 with 26.86% of the traffic coming from this age bracket. This data is only an estimation based on the web traffic coming in and out of Klarna.
Source: Similarweb
Where is Klarna available (in which countries)?
As of 2022, Klarna is available in these countries:
- Sweden
- Norway
- Finland
- Denmark
- Germany
- Austria
- The Netherlands
- Belgium
- Switzerland
- Great Britain
- the USA
- France
- Italy
- Poland
- Spain
- Portugal
- Hungary
- Czech Republic
- Slovakia
- Australia
Source: Klarna
How many shopping categories does Klarna have?
There are 18 shopping categories on Klarna with multiple subcategories each. Klarna’s shopping categories are:
- Health & Beauty
- Clothing & Accessories
- Toys & Hobbies
- Home & Appliances
- TV & Audio
- Sports & Outdoor
- Computers & Tablets
- Home Improvement
- Photography
- Video Games
- Phones & Smartwatches
- Kids & Family
- Automotive
- Garden & Patio
- Small Home Appliances
- Home Appliances
- Books, Movies, & Music
- Office Equipment
Source: Klarna
What are the most popular items on Klarna?
Klarna reported that ‘nostalgia’ served as the key shopping theme in 2022. Consumers bought products that reminded them of a more ‘carefree time’. Below is the list of the most popular items in 2022 per subcategory. This data will also shows us the year-over-year growth of per item on the same period from prior year.
The most popular items in terms of subcategories are:
- Vintage Tech
- Hyperfemininity
- Y2K
- Counterculture
- Regencycore
Source: Klarna
Most popular items on Vintage Tech subcategory
For Vintage Tech, Boombox was the most popular item on Klarna.
Source: Klarna
Most popular items on Hyperfemininity subcategory
For Hyperfemininity, the most popular product was products with pink garment.
Source: Klarna
Most popular items on Y2K subcategory
Velor tracksuit was popular for Klarna consumers in 2022. It’s sales grew by +134% from January 2021. Army trousers were also trending on the platform.
Source: Klarna
Most popular items on Counterculture subcategory
Skateboards were popular in 2022 with a growth of +143% in the same period from 2021.
Source: Klarna
Most popular items on Regencycore subcategory
Consumers in Klarna bought more Corsets in 2022 with +117% growth in the same period from 2021. Opera gloves were also popular in 2022.
Source: Klarna
Which countries is Klarna most popular in?
Source: Similarweb
Which countries visit Klarna the most?
Klarna is most popular in Germany with 28.65% of the traffic coming from the country. It is also very interesting to see that United States hold the second spot with 21.55%. Klarna was launched in the U.S.A. in 2015. This data is an estimation based on Klarna’s web traffic.
Source: Similarweb
How much time do people spend on Klarna?
People spend 02:37 visiting Klarna’s website. Additionally, people spend around 8 minutes browsing and shopping on Klarna’s mobile app.
Sources: Similar Web, HypeStat
Klarna Mobile App: Android vs iOS
Klarna mobile app has been downloaded 45 million times in 2022. The data below shows us that Klarna has been downloaded more than 10 million times in Google Play. With this, we can assume that the rest were downloaded through the Apple Store.
These are the key stats and key info on Klarna mobile app on Android as of December 2022:
These are the key stats and key info on Klarna mobile app on iOS as of December 2022:
Sources: Google Play, Apple Store
Klarna Financials
This section provides us an insight to Klarna’s operating income, total assets, and total equity through the years. In 2022, Klarna considered going public but has yet follow through as of the time of this writing.
Source: Forbes
Klarna Operating Income
Klarna has an operating income of -SEK6.58 in 2021, a huge decrease of -303.68% from 2021.
Source: Klarna
Klarna Total Assets
Klarna has a total asset of SEK105.12 billion at the end of 2021 with an increase of 70.10% from 2021. Their asset also increased by SEK102 billion in 10 years.
Source: Klarna
Klarna Total Equity
Klarna has a total equity of SEK18.44 billion in 2021, triple of what they had in 2020.
Source: Klarna
Klarna Website Traffic Analysis Overview
Source: HypeStat
Klarna Website Traffic Sources
Direct sources to klarna.com are responsible for 76.37% of the web traffic.
Source: HypeStat
Klarna Traffic Source: Desktop vs Mobile
86.08% of people who are either interested on Klarna or already consumers of the app, interact with Klarna through their mobile devices.
- 13.92% of the users visit Klarna through desktop devices
- 86.08% of the users visit Klarna through mobile devices
Source: hypestat
