What: Klarna has expanded its Ads Manager and Creator Shops tools in the UK, Sweden, and the US.

Why it is important: Klarna aims to transform into a growth partner and retail media network, providing more powerful ways for retail partners and creators to reach high-intent shoppers, while consumers enjoy a personalized shopping experience.

The tools aim to help retailers and creators engage with their audiences more effectively and enhance the shopping experience for consumers. Ads Manager allows retailers to reach high-intent shoppers based on Klarna's 150 million strong shopper audience, providing personalized ad targeting and reporting for campaign optimization. Creator Shops, which allows creators to launch their own storefronts, is now available in the US. It provides a consistent shopping experience and allows shoppers to find and shop their favourite creators' product recommendations.

Klarna expands Ads Manager and Creator Shops in UK, Sweden, US