Klarna launches a followable Wish lists feature for its consumers

Klarna’s Wish list feature allows users to save and add products they want from any online store, as well as set up price-drop alerts for products and share their lists with family and friends

Klarna, the global payments and shopping platform, has announced the launch of followable Wish lists for shoppers, a new feature that allows customers to create, share and follow shoppable Wish lists on the Klarna app.

Users can also follow and share Wish lists curated by brands, influencers, Klarna’s shopping experts and others to discover new products and find shopping inspiration from within the Klarna app. Klarna’s Wish list feature allows users to save and add products they want from any online store, as well as set up price-drop alerts for products and share their lists with family and friends.

“Shopping is undergoing a dramatic change as consumers are increasingly shopping online and from home, but still looking for community and validation,” said David Sandström, Chief Marketing Officer at Klarna. “Online social connections are becoming just as important as real-life relationships, so being able to facilitate these types of interactions can be powerful and can bring even more inspiration and value to the shopping experience.”

In the US, Adidas, Sephora, TOMS and ASOS are amongst the leading brands with shoppable Wish lists that consumers can follow and share through the Klarna app. In the coming weeks, Klarna will announce partnerships with popular influencers using the new feature to curate their favourite products via Wish lists their fans can follow and share.

The enhancement is yet another way that Klarna is innovating to offer a unique and inspiring shopping experience for consumers whilst helping retailers connect with their customers and leverage the social and “squad” shopping trends.

“With the launch of this feature, we’re making shopping inherently more social and giving retailers yet another way to connect and engage with shoppers, who are known to look to family, friends and online sources for product recommendations,” said David Sykes Head of US at Klarna. “For our retailer community, Wish lists are creating an additional touchpoint where we can enable a deeper understanding of what consumers actually want from brands.”

For retailers, shoppable, shareable Wish lists not only help build social and community engagement into the consumer experience, but also serve as a rich source of data that helps companies understand what shoppers want.

Information such as top Wish-listed items and items that are frequently Wish-listed during certain times of the year can help retailers make merchandising and assortment decisions that more closely align with what customers are shopping for, ultimately leading to increased conversion.

Klarna’s retail partners can also use the feature to create Wish lists related to certain events, such as weddings, holidays and graduations. Followable Wish lists mark another step Klarna is taking to reimagine the shopping experience as consumers increasingly shop from home and online.

In the US, the company recently launched the “48 Hr. Smoooth Room,” a first-of-its-kind digital pop-up that gave US shoppers the chance to shop in an entirely new, immersive way and enter to win products from brands such as Adidas, Fender and Creagh.

On August 8–9, the company is partnering with Cosmopolitan Magazine to launch “Hauliday by Cosmo x Klarna,” the first-ever virtual shopping festival that will feature exclusive deals from Sephora, H&M, TOMS, ModCloth, rue21 and other brands in Klarna’s network of more than 4,200 US retail partners.