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Klarna is one of the major payment systems of the next generation. The company has launched a platform that has become a full-fledged alternative to banks for both retail customers and business owners.


Klarna was founded in 2005 in Sweden. The company is used by more than 85 million private customers and 200 thousand major online stores: H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike, AliExpress and others.

Klarna was initially created as a platform for online shopping on credit. The Klarna system is integrated into an online store, finances customers' purchases (often with a zero interest rate), and receives payment from the seller's gross profit. Now Klarna has turned into a full-fledged digital wallet providing a wide range of services that include transfers, loans, brokerage services and savings management.

Why Klarna Is on Our List

According to eMarketer data, the global online sales market reached $3.4T in 2019. The market is expected to grow to $5.8T by 2023. All stages of the commercial process are moving to the Internet – millennials and Generation Z are making more and more online purchases. However, e-commerce still accounts for only 14% of total retail sales.

With the growing adoption of online sales, customers are increasingly choosing innovative payment solutions instead of traditional credit payment methods. “Buy now, pay later” is the fastest-growing online payment preference globally. According to recent research from Checkout.com, 23% of consumers in Europe are now using BNPL, and the market is predicted to be worth $4T by 2030.

Klarna is growing at an average annual rate of 40% and its gross margin is at a high level of 70%. The main driver is the growth of revenue and margins in new regions (USA, UK and others). In June 2021 Klarna said that it was considering an initial public offering in the U.S. in the next year or two.

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