Klarna Adds Login that Gives Consumers Control Over Which Data Points They Share

Payments platform Klarna has expanded its “Sign in with Klarna” service to 23 countries, including the U.S. and UK, following a test period with two Sweden-based companies, the restaurant app Maitres and the Tradera marketplace. The service enables consumers to choose which data they share with the merchant, such as purchase histories that would enable more personalized product recommendations based on interests as well as sizes, style and color preferences for clothing.

When a customer registers for the “Sign in with Klarna” service, they choose what data they want to share and also can sign up for any membership or bonus programs offered by the retailer. Merchants gain access to personal data with the consent of the consumer, and Klarna takes full charge of verifying the consumer’s data.

After a few months of testing the solution, it became the second most popular login method on Tradera, garnering 20% of all social logins. “We immediately get a complete profile with just a couple of clicks from the consumer whereas similar services from Apple, Facebook and Google create a profile that the customer needs to complete since it lacks information such as address and phone number,” said Stefan Öberg, CEO at Tradera in a statement.

The service is now available in the U.S., the UK, Ireland, Canada, Mexico, Australia, New Zealand, Sweden, Norway, Finland, Denmark, Germany, Austria, Belgium, the Netherlands, France, Italy, Spain, Portugal, Greece, Poland, the Czech Republic and Romania.

“With our new login service, we add another dimension to improving the customer journey for consumers and our offering toward merchants,” said Raji Behal, Head of Western and Southern Europe at Klarna in a statement. “The product has enormous growth potential, and we believe that it will become as familiar a feature in global online retail as our payment solutions in the near future.”