Klarna's New Feature 'Sign In with Klarna' Puts Data in Users' Hands

Wednesday, 14/02/2024 | 11:50 GMT by Tareq Sikder

In 23 countries, Klarna's service addresses challenges from Apple and Google's cookie changes.

The service succeeded in Sweden, initially tested with platforms like Maitres and Tradera.

Klarna, an AI-driven global payment provider and shopping assistant, has unveiled its latest offering: "Sign in with Klarna," aimed at granting users control over their data. This service expedites the online purchase process for consumers and, upon their consent to data sharing, unlocks personalized offers from participating merchants.

Navigating Cookie Challenges: Klarna's Response to Tech Giants

Currently operational in 23 countries including the USA, UK, Canada, Australia, and several European nations, "Sign in with Klarna" addresses challenges arising from tech giants like Apple and Google's discontinuation of third-party cookies.

This move has complicated the process for payment services to automatically fill in customer details during online checkouts.

Raji Behal, the Head of Western and Southern Europe at Klarna, Source: LinkedIn

By integrating with various platforms and services, Klarna's offering simplifies the registration process and presents a challenge to industry behemoths such as Apple, Facebook, and Google in the global verification arena. Projections indicate substantial growth in the sector, with the industry expected to nearly double in size by 2027.

Stefan Öberg, the CEO at Tradera, emphasized the service's efficiency: "We immediately get a complete profile with just a couple of clicks from the consumer, whereas similar services from Apple, Facebook, and Google create a profile that the customer needs to complete since it lacks information such as address and phone number."

The service has already enjoyed success in Sweden, where it was initially piloted with platforms like Maitres and Tradera. Within a short span, it emerged as the second most preferred login method on Tradera.

Merchant Interest: Rusta, Casall, and NA-KD among Early Adopters

Moreover, merchants have expressed interest in adopting the service, with Rusta, Casall, and NA-KD among the early adopters across various European markets. "Sign in with Klarna" not only enhances consumer control over their data but also promises a personalized shopping experience by enabling them to selectively share information with merchants.

Raji Behal, the Head of Western and Southern Europe at Klarna, highlighted the significance of the new offering: "With our new login service, we add another dimension to improving the customer journey for consumers and our offering towards merchants."