Klarna Launches Shoppable Wish Lists with Sephora, Adidas

Klarna users can now shop and share Wish lists from their favorite brands.

Need to Know 

  • BNPL (buy now, pay later) app Klarna has launched shoppable Wish lists, partnering with brand such as Sephora and adidas.
  • The new feature allows users to shop and share Wish lists of their favorite retailers and influencers, as well as create their own.
  • Wish lists also offer retailers access to new data that informs them which products are most saved and shared.
  • The launch is the latest innovation from Klarna, who also recently launched its own rewards program.


In an effort to make shopping more social, global payments platform Klarna has launched a shoppable “Wish list” feature to its app. 

Not only can users follow the Wish lists of popular brands and influencers, but they can also save and add products they like from any store and share their list with friends and family. 

Klarna is one of the world’s leading “buy now, pay later” platforms, allowing users to shop online and make free or low-interest payments over time. Through partnerships with leading brands like Sephora and adidas, users can access exclusive discounts and the app uses machine learning technology to make personalized recommendations. 

Now, Klarna fans can follow their favorite brands and influencers and shop or share their Wish lists, or create their own. This feature offers customers a unique shopping experience and facilitates more opportunities for a social connection online. 

Plus, by having users build and share Wish lists, retailers now have access to a new source of data that will allow them to understand what consumers want. Retailers will be able to track top-rated items and items that are frequently Wish-listed. Retail partners can also create themed Wish lists related to certain events, such as weddings, holidays, and graduations. 

“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 Klarna U.S. “For our retailer community, Wish lists are creating an additional touch point where we can enable a deeper understanding of what consumers actually want from brands.”

The Wish list feature will launch in the coming weeks, with brands like TOMS and ASOS joining adidas as some of the first retailers to share their followable lists. 

Another key retailer in the Wish list launch is Sephora, a recent partner of Klarna’s that has helped them to “ensure that clients are able to shop for the beauty brands and essentials they love with a new level of financial flexibility.”

Always innovating in the world of payment solutions, the tech firm has also recently launched its own rewards program, Vibe, a first for BNPL apps. 

Klarna is currently active in over 17 countries and has provided payment solutions for 85 million consumers across 200,000 merchants.