The Stockholm-based financial technology company will introduce Hero to its customer base of 250,000 retailers, enabling their in-store and online sales teams to create digital marketing content and interact online with shoppers. David Sandstrom, Klarna’s chief marketing officer, said in an interview that the company is buying Hero to expand its services across the whole purchase process, from when customers start browsing to when they pay. “I foresee buy-now-pay-later becoming more of an infrastructure play going forward and Klarna as a whole becoming much more of a shopping service,” Mr. Sandstrom said. “We are seeing ourselves much more as a retail tech platform.”

https://www.wsj.com/articles/klarna-buys-online-commerce-startup-hero-11625849576?st=kvwlnifth2g6qb5&reflink=desktopwebshare_twitter