As competition mounts in the buy now, pay later space, Klarna has been aggressive in diversifying its business. The company is looking to grow its advertising business, is dipping its toe into the travel space, and is making inroads in livestream shopping.
When Klarna first entered the U.S. market in 2015, most people were unfamiliar with the buy now, pay later model. Now, more than 45 million people are expected to use these types of services in 2021, according to eMarketer. At the same time, Klarna's competitive set has grown, forcing the company to rethink its marketing strategy.
Sandstrom discusses what's next for the brand, how Klarna is looking to work with influencers for its marketing and the company's Super Bowl plans.