Leading global payments and shopping service Klarna, has introduced a new feature that allows customers to create, share and follow shoppable wish lists on the Klarna app. Followable wish lists mark the next step in Klarna’s evolution to reimagine the shopping experience.

Users can follow and share wish lists curated by brands, influencers, Klarna shopping experts and others, to discover new products and find shopping inspiration from within the Klarna app.

The wish list feature allows users to save and add products from any online store, as well as set up price-drop alerts for products and share their lists with family and friends.

“Shopping is undergoing a dramatic change as consumers are increasingly shopping online and from home, but still looking for community and validation,” Klarna chief marketing officer, David Sandstrom said.

“For Gen Z, in particular, online social connections are just as important as real-life relationships, so being able to facilitate these types of interactions can be powerful and can bring even more inspiration and value to the shopping experience.”

Local fashion, beauty and homewares experts will soon curate their favourite products on the Klarna app that Australian shoppers will be able to follow and share. In the US, leading brands including ASOS, Adidas and Sephora have already posted shoppable wish lists with Klarna.

“With the launch of this feature, we’re making shopping inherently more social and giving retailers yet another way to connect and engage with these shoppers, who are known to look to family, friends and online sources for product recommendations,” head of Klarna Australia, Fran Eriera added.

“For our retailer community, wish lists are creating an additional touch point where we can enable a deeper understanding of what consumers actually want from brands.”

For retailers, shoppable, shareable wish lists not only help build social and community engagement into the consumer experience, but also serve as a rich source of data that helps companies understand what shoppers want.

Information such as top wish-listed items and items that are frequently wish listed during certain times of year can help retailers make merchandising and assortment decisions that more closely align with what customers are shopping for. Klarna’s retail partners can also use the feature to create wish lists related to certain events, such as weddings, holidays and graduations.

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