Klarna, the AI-powered global payments network and shopping assistant, has partnered with Blackhawk Network (BHN), a leading global branded payments provider, to expand its Gift Card Store into Germany, Italy, and The Netherlands.
This expansion builds on the platform’s successful launches in the US in 2023 and the UK in July 2024, according to FF News.
The partnership aims to enhance consumer choice by providing access to a broad selection of national and global brand gift cards.
Customers will be able to purchase these cards via Klarna’s Buy Now, Pay Later (BNPL) products or through its instant debit option, Pay in Full.
Klarna, known for its flexible payment solutions, enables consumers to shop online with interest-free instalments, deferred payments, or pay immediately.
The company also offers shopping assistance powered by AI, providing users with a personalised and seamless experience.
Blackhawk Network specialises in branded payments, helping businesses drive engagement and loyalty through prepaid cards, gift cards, and digital payment solutions. The firm connects brands and retailers with consumers through its extensive global network.
Through this partnership, Klarna app users in Germany will gain access to a range of popular retailer gift cards, including Eventim, Galeria Karstadt, H&M, LEGO, NIKE, AirBnB, and Primark. Similar offerings are expected in Italy and The Netherlands as the expansion continues.
Nicole Defren, head of Northern and Central Europe at Klarna, said, “The expansion of Klarna’s Gift Card Store into Europe marks an exciting milestone in our journey to redefine the shopping experience. Gift cards not only simplify gift-giving for consumers but also offer retailers a valuable tool to drive engagement and loyalty. With this launch, we’re providing consumers with unparalleled choice and flexibility while empowering businesses to connect with shoppers in innovative ways.”
Leif-Eric Marx, managing director DACH & CEE at BHN, said, “We predict that the gift now, pay later emerging trend is set to grow in Europe. BHN’s 2024 Global Gifting research shows 18% of consumers in Germany that purchased a gift card, did so through Klarna. By combining our global network of brands and retailers in branded payments with Klarna’s innovative payment solutions, this exciting partnership provides consumers a convenient and flexible way to purchase gift cards in 2025 and beyond.”
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