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A Data-Driven Look at How Its Product Features Measure Up to Demand

About This Report
How do Klarna’s BNPL product features measure up to customer demand? We show how new features can balance these demands against the competing interests of shareholders and regulators.
Table of Contents

Executive Summary

Klarna—the largest global buy now, pay later (BNPL) company—is currently the face of the sector’s challenges, which include profitability concerns, rising delinquencies, and mounting regulatory scrutiny. Merchants, competitors, and investors are asking whether this BNPL leader can pivot to sustainable growth.

We examine how Klarna stacks up and how its services could evolve. To answer this, our analysts ranked Klarna’s US BNPL offering against a checklist of 49 features. These features were selected based on their ability to differentiate BNPL providers. We conducted a proprietary survey of 1,192 BNPL shoppers in July 2022 to identify consumer demand for each feature. The data reveals a detailed picture of the most in-demand features that Klarna boasts—and those it lacks.

Read on for the story behind Insider Intelligence’s data, including:

  • Klarna’s innovative features: Exclusive consumer demand data for 49 innovative BNPL features, and a checklist of those offered by Klarna.
  • Top five capabilities and feature gaps: Analysis of the five most in-demand features inside (and outside) Klarna’s arsenal.

Key Question: What are the most in-demand features that Klarna offers—or lacks?

KEY STAT: Increased competition from newer entrants will cause Klarna’s year-over-year (YoY) user growth in the US to cool between 2022 and 2023 to almost one-third of 2022’s rate.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Klarna, Revealed: Strengths and Weaknesses by Category
  3. Klarna’s Top Five Features—and Our Take
  1. Top Five Features MIA—and Our Take
  2. The Bottom Line
  3. Methodology
  1. Read Next
  2. Sources
  3. Media Gallery


David Morris


Daniel Decea
Researcher, Financial Services
Jaime Toplin
Senior Analyst
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