Portfolio: Klarna Launches Creator Platform Following the Acquisition of Apprl

Klarna, the Swedish buy-now, pay-later platform, this week launched its Creator Platform that is based on the influencer marketing startup Apprl which it bought last year.

“In one single place, the platform seamlessly matches retailers with the right influencers and tracks performance metrics in real time, enabling retailers to better engage their target audiences and achieve higher returns on influencer partnerships,” said Klarna.

With the launch of the Creator Platform, Klarna joins the $16 billion influencer marketing economy and opens up a crucial new channel for its 450,000 retail partners worldwide. Built on the back of the acquisition of Apprl, the Creator Platform launched in the United States in October and is now available in all of Klarna’s 45 regions.

“We’re happy to see that Apprl is delivering on its promise following its acquisition by Klarna,” said Jonas Dromberg, founder and principal at Revalence Ventures. “No matter the external environment, the shopping experience will continue to shift as innovation in the space continues to accelerate.”

Creators are now at the heart of online shopping, helping consumers discover brands and products in more engaging and authentic ways than ever before. Fourty-one percent of British shoppers who buy from social media already shop directly from influencer pages. Among Gen Z shoppers this is even higher at 55 percent.

“Klarna helps retailers take the guesswork out of influencer collaborations by identifying which talents fit their brand and which channels drive the best results,” said Martin Landen, head of social shopping at Klarna and former founder of Apprl.