Klarna Tsis Yog Yuav Tam Sim No, Them Tom Qab (BNPL) Lub Tuam Txhab

KEV SIB THAM LOS NTAWM FINTECH SNARK TANK

Klarna - feem ntau hu ua kev yuav tam sim no, them nyiaj tom qab (BNPL) lub tuam txhab - tshaj tawm txog 71% xyoo dhau ib xyoo nce ntawm cov khoom muag tag nrho (GMV) hauv Asmeskas xyoo 2022, ua rau US Klarna lub lag luam loj tshaj plaws los ntawm cov nyiaj tau los.

Lub tuam txhab Sweden-based tam sim no muaj ntau dua 8 lab cov neeg siv app txhua hli hauv Asmeskas, 33% dhia ntawm nws lub Ob Hlis 2022 tag nrho.

Cov xov xwm los ntawm Klarna elicited tawm tsam cov lus teb. Ntawm ib sab yog qhov kev pab cuam fawning los ntawm TechCrunch. Ib tsab xov xwm hu ua Klarna yeej tshaj US tau tshaj tawm qhov kev xam phaj tshwj xeeb nrog Klarna CEO, hais txog nws "kev npau suav thaum yau" ntawm "ua rau" hauv Asmeskas.

Ntawm qhov kev xav ntau dua yog Lub Sijhawm Nyiaj Txiag, uas tau xaiv los qhia qhov tseeb tias lub tuam txhab tau tshaj tawm txog $ 1 nphom poob hauv 2022, nce (down?) los ntawm nws $ 680 lab poob hauv 2021, thiab Finextra, uas commented:

"Klarna kawg tau txais txiaj ntsig tag nrho hauv xyoo 2018. Txij thaum ntawd los, txoj cai kev loj hlob ntawm tus nqi pheej yig tau ua rau muaj kev poob qis hauv lub ntsej muag ntawm macro-economic headwinds. Lub tuam txhab tau raug yuam kom ua tiav ib xyoos ntawm kev tsim kho mob uas tau pom nws tus nqi txo qis thiab tshem tawm 10% ntawm cov neeg ua haujlwm. "

Nws yog Lub Sijhawm Tsis Zoo Los Ua Tam Sim No, Them Tom Qab Tus Muab Kev Pab

Nws tsis yog ntev dhau los uas cov neeg soj ntsuam tau hais txog yuav tam sim no, them nyiaj tom qab raws li kev pabcuam uas yuav tua cov npav rho nyiaj (qhov tseeb, muaj ib tsab xov xwm ntawm Forbes lub npe. Hauv Daim Npav Nyiaj Txiag Nyiaj Txiag Los tua Daim Npav Nyiaj hais txog BNPL tuam txhab Affirm).

Ntau tus neeg soj ntsuam kev lag luam 'kev xav tau hloov 180 degrees. Hauv LinkedIn post, Todd Baker, Senior Fellow ntawm Richman Center ntawm Columbia University tau sau tias:

"Nws yuav siv sij hawm ib pliag los txiav txim seb puas yog cov tuam txhab ua lag luam BNPL tuaj yeem vam meej nrog cov paj laum siab dua, kev sib tw loj dua, thiab kev poob ntau dua. Kuv thawj koom ruam tsis muaj. Rau cov khw muag khoom, nws yog ib txoj kab zoo ntawm kev them nyiaj BNPL cov neeg muab kev pabcuam los ntes kev muag khoom uas yuav tsis poob thiab cob qhia cov neeg siv khoom siv niaj hnub siv BNPL, uas kim heev rau lawv. Qee lub sij hawm, cov neeg siv uas tsis yog BNPL yuav sawv rau qhov tseeb tias lawv tau them nyiaj ncaj qha rau qhov no los ntawm cov nqi siab dua rau cov khoom, ib yam li cov neeg yuav nyiaj ntsuab tsis pub nyiaj ncaj qha rau cov neeg yuav daim npav rho nyiaj. Tab sis ntawm no qhov txawv yog 8% tsis yog 2%. "

Qhov kev xav tsis zoo rau BNPL tau ua rau muaj kev hu xov tooj rau cov kev cai nruj dua thiab - nrog rau tag nrho cov lag luam fintech - ib qho kev poob qis hauv BNPL tuam txhab kev lag luam.

Tsis txhob Hu Klarna Yuav Tam Sim No, Them Tom Qab Lub Tuam Txhab

Puas yog Klarna "yuav tsum yeej Amelikas" lossis tab tom yuav ntaus lub pob zeb ntawm fintech tau-tau? Zaj dab neeg tiag tiag txog Klarna tsis tuaj yeem nthuav tawm los ntawm kev thaij duab ntawm nws cov nyiaj txiag tam sim no lossis saib kev lag luam kev xav nrog kev yuav tam sim no, them nyiaj tom qab.

Klarna tsis yog tsuas yog yuav tam sim no, them tom qab lub tuam txhab. Xav tias nws yog "kev lag luam ua lag luam platform." Kom paub meej, lub tuam txhab muaj BNPL cov khoom. Tab sis nws kuj tau tsim thiab tsim platforms rau:

• Kev lag luam nrhiav. Klarna lub tshuab tshawb nrhiav piv ntau txhiab lub vev xaib los pab cov neeg siv khoom nrhiav tus nqi zoo tshaj plaws rau cov khoom. Nws cov cuab yeej tshawb nrhiav tsis ncaj ncees muab rau cov neeg siv lub peev xwm los lim lawv cov kev tshawb fawb thoob plaws hauv khw muag khoom los ntawm cov xim, qhov loj, nta, cov neeg siv khoom ntsuas, khw muag khoom thiab kev xaiv thauj khoom. Nrog Klarna's in-app browser, thaum cov neeg yuav khoom tab tom tshawb xyuas nplooj ntawv khoom, lub vaj huam sib luag qhia seb lwm tus neeg muag khoom puas muab tus nqi zoo dua, kev xaiv xa khoom sai dua thiab pheej yig dua, lossis ntau qhov sib txawv thiab xim. Thaum kos tawm, lub vaj huam sib luag cia li nrhiav thiab siv daim coupon uas muaj.
• Muag khoom video. Nrog Klarna's shoppable video, cov khw muag khoom sib qhia cov ntsiab lus uas twb muaj lawm thiab cov phiaj xwm uas qhia lawv zaj dab neeg, tsim cov ntsiab lus muag khoom tshwj xeeb rau Klarna uas txhawb nqa thiab hloov pauv, thiab koom tes nrog Klarna kom muaj cov ntsiab lus curated thiab phiaj xwm. Cov khw muag khoom xws li elf Cosmetics thiab Keys Soulcare uas siv Klarna's shoppable video platform pom ntau dua qhov nruab nrab nyem-los ntawm tus nqi ntau dua li lawv tau txais ntawm lwm qhov kev tshaj xov xwm.
• Creators thiab influencers. Klarna's Creator Platform muab lub khw muag khoom ib-nres rau cov khw muag khoom thiab cov neeg tsim khoom los ua haujlwm ua ke los ua kom muaj kev sib koom ua ke, kev sib koom tes, thiab taug qab kev muag khoom thiab nyiaj ua haujlwm. Cov khw muag khoom ntawm lub platform tuaj yeem txuas nrog ntau dua 500,000 tus tsim thiab taug qab lawv qhov kev ua tau zoo hauv lub sijhawm tiag tiag, txhawb nqa lawv kom ua kom zoo dua thiab ntsuas lawv cov dej num thaum txhawb kev muag khoom.

Klarna tab tom tsim lub lag luam platform

Raws li kuv sau nyob rau hauv Yuav Tam sim no, Them Tom Qab: Qhov "Tshiab" Kev Them Nyiaj Zoo Tshaj Plaws Tshaj $ 100 Billion Hauv Kev Muag Khoom:

"Dab tsi txawv - thiab tseem ceeb - Txog Yuav Tam Sim No, Them Tom Qab yog nws qhov chaw hauv cov neeg siv khoom taug kev. Cov kev xaiv them nyiaj feem ntau tuaj thaum kawg ntawm kev taug kev. Niaj hnub no cov kev pabcuam BNPL cuam tshuam rau cov neeg siv khoom xaiv cov khoom thiab cov chaw muab kev pabcuam ua ntej ntawm kev taug kev. "

Txhawm rau ua tiav thiab sib txawv, BNPL cov chaw muab kev pabcuam yuav tsum:

• Ua qhov chaw yuav khoom. Tom qab them nyiaj, piv txwv li, tshaj tawm tias nws yuav ua rau nws cov neeg ua lag luam koom nrog tshaj tawm ntawm BNPL lub tuam txhab app los txhawb lawv cov kev tshaj tawm, cov khoom lag luam, thiab kev muab. Hom yuav tuaj yeem xaiv cov khoom uas lawv xav txhawb los ntawm kev txhawb nqa daim ntawv teev npe, thiab them nyiaj tsuas yog thaum tus neeg yuav khoom koom nrog kev tshaj tawm.
• Tshaj tawm lawv cov kev muag khoom kev lees paub. BNPL cov chaw muab kev pabcuam hais tias lawv pab cov tub lag luam ua kev muag khoom uas yuav tsis tau ua lwm yam. Suab paub? Visa thiab MasterCard tau ua tib yam kev thov txog credit cards lawv tau pib. Cov tub lag luam niaj hnub no yuav xav tau cov ntaub ntawv txheeb xyuas tseeb.
• Tshwj xeeb. BNPL cov chaw muab kev pabcuam yuav tsum yog tus tswv ntawm cov neeg siv khoom taug kev. Ob peb (yog tias muaj) yuav tuaj yeem ua qhov ntawd ntau dua li ob peb yam khoom lag luam uas ua rau tshwj xeeb los ntawm cov khoom lag luam. Qhov no twb tau tshwm sim nrog BNPL cov kws tshaj lij xws li LoanStar Technologies hauv kev txhim kho tsev thiab Prima Health Credit hauv cov txheej txheem kho mob xaiv.

Ntau tshaj li lwm cov tuam txhab BNPL (yog tias qhov ntawd yog txoj hauv kev los txheeb xyuas lawv), Klarna tau tsim thiab nthuav tawm lub peev xwm xa tawm ntawm cov xwm txheej no.

Needless hais, $ 1 billion poob hauv ib xyoos tsis tuaj yeem tsis quav ntsej. Tab sis Klarna tab tom tsim lub lag luam platform - tsis yog kev yuav tam sim no, them nyiaj tom qab kev lag luam. Ntxiv nrog rau nws cov tub lag luam thiab cov khw muag khoom cov kev pabcuam, Klarna tab tom nthuav dav nws cov lag luam them nyiaj, ib yam nkaus.

Daim npav Klarna tau mus nyob hauv Asmeskas xyoo 2022 nrog cov npe tos ntawm ib lab tus neeg siv khoom. Daim npav pub rau cov neeg siv khoom kom them nyiaj dhau sijhawm hauv plaub, them nyiaj tsis muaj paj laum siv daim npav lub cev uas tsis muaj nqi them rau ib lub khw lossis kev yuav khoom hauv online.

Qhov no tsuas yog thawj kauj ruam los ua tus muab kev pabcuam credit card tag nrho. Vim li cas Klarna thiaj tuaj yeem ua tiav cov kev nyiam ntawm Capital One thiab American Express? Vim tias nws yog: 1) kev ntes cov neeg siv khoom lag luam thiab kev nyiam; 2) txheeb xyuas cov neeg siv khoom cov ntaub ntawv qiv nyiaj rov qab; 3) tsim kom muaj kev sib raug zoo ntawm cov neeg siv khoom sib raug zoo uas tsis txhob thim cov nuj nqis, cov paj laum siab, thiab cov nqi nplua; thiab 4) txhim kho symbiotic tub lag luam kev sib raug zoo.

Suab me ntsis zoo li Amazon, tsis yog? Nco ntsoov, Amazon tau siv sijhawm ze li ob xyoo caum los tsim nws lub platform thiab tig tau cov txiaj ntsig, thiab pom ntau qhov kev poob loj txhua xyoo.

Qhov ntawd tsis yog hais tias Klarna yog Amazon tom ntej. Tab sis nws tseem ntxov dhau los sau tawm Klarna - lossis yuav tam sim no, them nyiaj tom qab, rau qhov teeb meem ntawd.