Klarna Payment Share in German Online Shopping — 2024 H1 to 2026 H1

Analysis

Klarna's share of email-receipt transactions among German online shoppers tripled from 4.5% in H1 2024 to 14.0% in H2 2025 before easing to 11.7% in the first four months of 2026 — making it the standout shift in German digital payment methods over this 18-month window. PayPal held a steady ~20% share throughout, and card payments remained near 21–22%, meaning Klarna's rise came almost entirely at the expense of the broader 'other' bucket (direct debit, invoice, store credit), which still accounts for roughly half of all transactions.

The Zalando–Klarna deal that changed German fashion payments

The acceleration maps directly onto a wave of merchant activations. In January 2025, Klarna launched its 'Pay in 3' instalment option at Zalando in Germany — one of Europe's largest fashion platforms — building on earlier rollouts in France, Italy, and Spain. SHEIN and H&M were already Klarna partners. On the grocery side, Lidl, Lieferando, and Too Good To Go integrated Klarna during the same window. Germany is Klarna's largest merchant market globally, with over half of all Klarna-enabled websites worldwide based there. The slight pullback to 11.7% in early 2026 coincides with tighter EU consumer-credit rules (CCD II) requiring more rigorous affordability checks — a headwind that is likely to slow, not reverse, the BNPL trend. See how the share shift breaks down by retail category in Klarna share by category 2024–2026.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.