Case Study: H&M achieves an 11% conversion uplift and up to 50% mobile-pay adoption with Klarna In-app

H&M fashions unique In-app experience with Klarna

H&M, a global fashion retailer with nine brands and millions of customers, needed a fast, seamless native mobile app that could recognize loyalty members, offer a full spectrum of payment options (including buy now, pay later), and be secure, easy to integrate and scalable for international rollout. To meet these requirements H&M partnered with Klarna and chose Klarna In-app to power payments and the mobile checkout experience.

Klarna implemented Klarna In-app within H&M’s native app, adding QR-based in-store identity verification, pre-filled checkout, flexible pay-later options and rich post-purchase management. The solution is live in 10 countries and has driven strong adoption—between 40–50% of mobile shoppers choose Klarna In-app in many markets (reported overall take rate around 50%)—and delivered an 11% uplift in conversion, while enabling faster experimentation, secure checkouts and easier international roll-out.

H&M

Mikael Strand

Pay later Services Architect