In today's competitive market, personalization is no longer a luxury - it's a necessity. Studies show that consumers spend, on average, 38% more when their experience is tailored to their preferences. Sign in with Klarna is designed to do just that, transforming a simple sign-in process into a gateway for a seamless, personalized shopping journey.

With Sign in with Klarna, users can create an account in seconds, but the benefits extend far beyond convenience. One of the standout features is our new “Interests” datapoint which provides access to rich consumer interest data. This data empowers you to craft personalized experiences for both new and returning users, driving engagement and significantly boosting business value.

Personalizing First-Time Login Experience:
When a new user logs in for the first time, you might face challenges in providing personalized recommendations due to the limited time available for processing personalization data. To address this, we recommend leveraging the data we send you to preselect filters and categories on your landing page. This approach ensures that after login, the consumer is immediately greeted with a personalized landing page tailored to their interests.

Personalizing Returning User Experience:
For returning users, we suggest using the data to enrich your recommendation engine and enhance their personal profile, as you’ll have more time to process and integrate this information into your systems. If you do not have a recommendation engine in place, you can still apply the same strategy as with new users by automatically applying filters or preselecting categories based on the data you will receive from us.

Make sure to request the personalization:interests scope.

const siwkButton = klarna.Identity.button({
  scope: "profile:name profile:email personalization:interests",
  redirectUri: "http://localhost:3000/callback",
});

You can read the interests from the signin event response under user_account_profile.

siwkButton.on("signin", async (signinResponse) => {
  "user_account_profile": {
    "interests": [
      {
        "interest": "CLOTHING",
        "level": "1",
      },
      {
        "interest": "JEANS",
        "level": "2",

The new scope, personalization:interests, returns a list of current interests associated with a consumer, derived from their interactions, behaviors, and purchases. Additionally, users can actively select their interests in the “My Klarna” section of the Klarna App. This combination of user-inputted and algorithmically derived interests enhances the overall accuracy.

Please note that the number of interests returned can vary. If Klarna has no history on a particular consumer, the list may contain zero interests. Conversely, it can include an unlimited number of interests, depending on the consumer's activity.

The list is built based on 2 layers and when consuming it, it should be possible to integrate both with more granular and less granular interests upon choice.