(Image Source: Retail Dive)
After Klarna’s acquisition of Hero, the payment platform continues its path to expand retail marketing services by purchasing Apprl, a platform that connects content creators and retailers.
With this move, Klarna’s clients will be able to work with creators on shoppable content and measure its efficacy. The social commerce trend is on the rise and tech giants are all investing in this new wave, especially when the pandemic prevents people from shopping offline. Social platforms such as Pinterest, Instagram, Facebook are prioritizing helping creators monetize their channels while brands and retailers are hungry for influencers who can help them sell products.
A study from NPD showed that 51% of surveyed people make purchasing decisions due to the content they saw on Facebook or Instagram. According to a survey from Advertiser Perceptions, 20% budget of the digital ad are going to branded content and influencer marketing, a larger sum than for any other category:
“As social shopping becomes a core element of the retail experience, we believe Klarna’s position at the center of the shopping ecosystem is instrumental in connecting retailers to both consumers and content creators who resonate with their brand audiences,” said Sebastian Siemiatkowski, CEO of Klarna.