Klarna: Number of Customers (2020–2026)
Buy now, pay later (BNPL) has become an increasingly popular online payment method in recent years. This is evidenced by the growing number of buy now, pay later users in the United States, which is forecast to rise by 13.6% in 2024, to 93.3 million.
Klarna currently ranks among the leading BNPL companies in the world, with an estimated valuation of $7 billion. With the US as the company’s largest market, it’s important to have an idea of how many Klarna customers there are, to evaluate whether it’s worth implementing BNPL as a payment option.
Here’s a look at the number of Klarna customers in the US and its growth in recent years.
Number of Klarna customers in the US: 2020–2024
According to the latest figures, the number of Klarna customers in the US is set to hit 43.9 million in 2024, a 9% annual increase. Despite the impressive growth, it actually marks a slowdown from the previous years. Analysts say this is due to rising competition from newer BNPL companies.
The Swedish company entered the US in 2015, and its adoption has been swift, with impressive surges in recent years. In 2020, there were 14.1 million Klarna customers in the US, 115% more than the previous year. This grew 70.9% in 2021, to 24 million, before rising another 44.9% the following year, to 34.8 million. In 2023, the number of Klarna customers hit 40.3 million, even as annual growth slowed by one-third, to 15.6%.
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From 2020 to 2024, Klarna is set to triple its number of US users, with annual growth rates averaging 35%.
Number of Klarna customers in the US: 2025–2026
Looking ahead, Klarna is expected to continue increasing its number of US customers, which is in line with the growing BNPL US market size.
Growth is, however, expected to slow. In 2025, the number of Klarna customers is forecast to rise by 7.5%, to 47.2 million. By 2026, experts predict there will be 49.3 million Klarna users—a 4.5% annual increase and the smallest increase expected between 2020 and 2026.
From 2020 to 2026, the number of Klarna customers is forecast to increase by a total of 35.2 million, rising at an average rate of 38.2% per year.