To maximize conversion and usability, Klarna is integrated into the checkout in a way that enhances visibility and ensures customers can easily identify Klarna and understand their payment options. A well-structured checkout improves customer confidence, reduces abandonment rates, and drives higher conversions. Partners must dynamically retrieve Klarna’s branding, payment descriptors, and personalized messaging via Klarna’s APIs to present accurate, localized, and up-to-date payment options.

Klarna requires Acquiring Partners to dynamically retrieve presentation data to ensure that the correct messaging is always presented, simplifying expansion and supporting global scalability. Klarna’s SDK dynamically returns accurate descriptors based on merchant account settings and transaction specifics, ensuring compliance and optimizing customer conversion rates.

Acquiring Partners are expected to:

1. Add Klarna to their checkout options.
2. Present Klarna in the payment form according to these visual guidelines.
3. Update the payment button (“Continue with Klarna”) when customer selects Klarna.
4. Optimize checkout behaviour using our Product suite interoperability guidelines.
5. Respect technical requirements and dynamically retrieve data.

A well-structured Klarna checkout experience improves customer trust, enhances transparency, and increases conversion rates. To achieve this, Acquiring Partners should ensure Klarna is clearly represented, with messaging dynamically retrieved, and seamlessly integrated into the checkout. Here are four core elements to keep in mind:

Klarna’s branding must be consistent and instantly recognizable across all checkout touchpoints. The Klarna logo is dynamically retrieved and fetched directly from Klarna to maintain a uniform appearance and reinforce Klarna as a trusted payment method.

Klarna provides variations of its logo that match all industry standards and adjust to the Acquiring Partners format.

The header introduces Klarna in the payment form. The value will be dynamically adjusted based on the locale of the customer, adjusting language to match the customers market and language provided in the request.

Customers should see clear, accurate descriptors that dynamically adjust based on their location, transaction details, and available Klarna payment options. Sub headers present Klarna’s customer value in a structured way that allows customers to quickly compare their choices and make informed decisions. Where available the dynamic descriptors will prioritize messaging around pre-qualification, deals or 0% financing campaigns.

The sub header contains two distinct messages:

• Short: To be shown when Klarna is not selected.
• Enriched: To be shown alongside the short message when Klarna is selected.

By using these elements on your checkout, you enable Klarna to turbocharge your conversion rate. Here are some examples of how the dynamic sub headers adapt to different scenarios.

Payment options	Deals	Pre-qualification

Once Klarna is selected by the customer, the payment button should be visually distinct and dynamically retrieved. A well-integrated, recognizable button ensures customers understand what happens next, making them feel confident in proceeding with their purchase.

For higher conversion, Acquiring Partners are encouraged to use Klarna’s branding with the Klarna Payment Button, which reinforces trust and clarity.

As Acquiring Partners can have different layouts and content in the Payment form of their checkout, Klarna provides different options that can cater to different layout needs.

Following Klarna trademark guidelines, in the checkout Klarna offers in alternative to its recommended badge logo, a rectangular and a square logo to suit different payment form layouts:

• Badge: Recommended option that is ideal for displaying the full Klarna logo. Is best used when there are no width restrictions.
• Square: Designed for limited space layouts with a 1:1 aspect ratio.
• Rectangle: Designed for layouts with a 2:3 aspect ratio.

For optimal clarity and brand recognition, Klarna recommends using the badge, as it more effectively communicates the option to pay with Klarna.

Badge logo	Square logo	Rectangle logo

Klarna supports two layout variants for presenting the checkout through the Web SDK. The appropriate layout depends on how your checkout flow is structured, specifically whether it uses a radio button to confirm payment selection or automatically advances without a dedicated CTA button.

Regardless of the layout, Klarna is shown as a single payment method with a dynamically generated subheader. This subheader provides a transparent, concise message tailored to the customer and the specific purchase.

Selector with CTA (Call to action)

Use this layout when customers select their payment method using a radio button in your checkout and confirm their choice with a CTA button. There are 3 variants of presentations which Acquiring Partners can choose from so it aligns with their checkout.

Klarna also provides additional text with a link for customers to pre-qualify or learn more about Klarna’s payment offering. The CTA button must be updated to meet Klarna’s payment presentation requirements.

Selector without CTA (Call to action)

Use this layout when the checkout flow navigates directly to the next step after the customer selects a payment method—without a CTA button.

A short description of Klarna is recommended before selection. The sub header is dynamically generated to reflect purchase details and promote transparency, helping customers make informed decisions with minimal interaction.

Once Klarna is selected the main call-to-action (CTA) button is updated with dynamic copy, "Continue with Klarna”. The Klarna payment button includes dynamic copy and the Klarna badge. It also includes customizations to support dark and light mode and rounded or square button types to best align with the checkouts style.

Before selection	After selection

When customers use Klarna’s boost features, such as On-Site Messaging, Klarna Express Checkout, or Sign in with Klarna, a session is created to maintain checkout continuity. This session connects all interactions with Klarna, retaining payment preferences and reducing friction at the checkout.

The customer purchase journey will highly influence the instruction Klarna provides, for example, when a user is logged in through Sign in with Klarna and shown an intent to use Klarna, Klarna will instruct to pre-select Klarna for improved Conversion rate. This pre-selection needs to be respected whenever the Partner has shared an interoperability_token with the Acquiring Partner, which highlights that they want to optimize for the Klarna integration.

​By providing an Interoperability token at checkout Klarna can reference previous interactions and provide presentation instructions. Klarna will respond with one of the below, indicating what action should be taken by the Partner responsible for rendering the checkout:

• SHOW_KLARNA – Klarna is available as a payment method alongside others.

• PRESELECT_KLARNA – Klarna is preselected based on previous interactions, such as Sign in with Klarna, which recognizes returning customers and skips authentication steps.

• SHOW_ONLY_KLARNA – Klarna is the only payment method shown when the customer has pre-qualified or committed to using Klarna. This applies to multi-step Klarna Express Checkout, where Klarna is the only option in the selector.