Klarna launches Create Platform globally
BNPL payments financier Klarna
Launched in the US in October, the platform is now available in all its 45 regions, “cementing Klarna’s position as the growth engine for retailers at the centre of the shopping ecosystem”, the firm said.
Built on the back of the acquisition of APPRL in 2021, the platform matches retailers with the right influencers and tracks performance metrics in real time, “empowering creators to maximise their earning potential and provide more relevant product recommendations to their followers”.
It said the wider launch also expands the company’s strong affiliate marketing business, which claims to generate 600 million leads a year for the company’s retail partners globally.
“Creators are now at the heart of online shopping, helping consumers discover brands and products in more engaging and authentic ways than ever before”, it said.
It also claims that 41% of UK shoppers who buy from social media already shop directly from infuencer pages. Among Gen Z shoppers this is even higher at 55%.
“However, creators still struggle to balance running a scaleable business with creating unique content that stands out in a crowded market. Retailers meanwhile report difficulties in sourcing the right creators and measuring engagement with their target audience. Klarna’s new Creator Platform solves this by connecting retailers and creators and streamlining every step of the process from initial outreach to analysing performance, tracking sales and managing billing,” we’re told.
Instead of signing individual contracts for each new partnership, it said creators gain direct access to the world’s leading brands and can choose from thousands of products to recommend to their social media followers instantly.
Retailers, meanwhile, can search a pool of over 500,000 creators globally and when collaborating track their performance in real time — including traffic, sales, conversion rates and more, all segmented by creator, channel and product.
Martin Landen, founder of APPRL and Head of Social Shopping at Klarna: “Every minute creators spend on cumbersome admin is valuable time lost that could have been spent on creating engaging content. By providing access to affiliate partnerships, brand campaigns and gifting activations with the world’s leading brands, Klarna empowers creators to monetise their influence at scale and turn their attention to producing quality content.”