Klarna has redesigned its app, giving greater flexibility, control and personalisation.

It now aims to cover the entire shopping journey, from inspiration and discovery through to the transaction and follow-up payments. Content is personalised based upon consumers’ interests, favourite stores and previous shopping behaviour.

New features include wish lists; price drop notifications; personalised deals; and exclusively curated content.

Users no longer have to leave the app to shop, with retailer's websites accessed through an iframe, with the option to pay for products either by Klarna (if a retailer has partnered with the company) or by credit or debit card.

Sebastian Siemiatkowski, chief executive and co-founder of Klarna, commented: “In the past few months, we’ve seen a shift in shopping behaviour with millions fully embracing digital purchasing for the first time as physical stores were closed.

"Despite the shifting retail landscape, consumers are still looking for inspiration, convenience and value and it’s become obvious that shopping online now goes far beyond just a transaction," he continued.

"The new Klarna app elevates the entire shopping experience, from start to finish by bringing together all the best aspects of shopping in one place, giving Klarna users a unique and personalised experience at their fingertips.”

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