Klarna bolsters social shopping offering

Ellie Duncan
28 Jul 2021

Buy-now-pay-later fintech Klarna has acquired software-as-a-service platform APPRL, adding to its roster of retailer marketing services.

Stockholm-based APPRL allows content creators and retailers to work together, bringing “immersive and informative shoppable content” to global consumers.

Klarna said that the acquisition of APPRL will enhance its marketing services by allowing retailers to connect directly to relevant content creators to create social shopping content and track campaign results through Klarna.

“As social shopping becomes a core element of the retail experience, we believe Klarna’s position at the centre of the shopping ecosystem is instrumental in connecting retailers to both consumers and content creators who resonate with their brand audiences,” said Klarna CEO Sebastian Siemiatkowski.

“By adding APPRL to Klarna’s existing retailer support expertise, we see a huge opportunity to create an enriching and informative shopping experience for consumers everywhere while accelerating retailer growth.”

Klarna pointed to figures which show that, by 2022, 28% of the entire US population is expected to shop across social channels.

Martin Landén, CEO of APPRL, added: “As retailers continue to embrace influencer marketing as their growth engine, with an increasing focus on ROI, data and automation, APPRL has been seeing an exponential increase in demand.

“With APPRL’s platform together with Klarna’s scale, incredible talent and portfolio of marketing services, we will be able to offer retailers an end-to-end influencer and performance marketing solution that they won’t be able to find anywhere else.”

In June, Klarna announced a $639 million fundraising round, which valued it at $45.6 billion.