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Klarna Launches Buy Now, Pay Later Shopper Loyalty Program

Vibe Rewards Program

Klarna, the leading global payments provider and shopping service, announced that it is launching a customer loyalty program called Vibe this summer, becoming the first buy now, pay later service provider to offer a rewards program.

The no-fee program will be rolled out to the US market in June before being extended to Klarna’s other key markets of Germany, Australia, Sweden and the UK within the next year. The move is the next phase in Klarna’s efforts to evolve the shopping experience to deliver inspiration, convenience and even more value. “We’re extremely proud to be the first company in the buy now, pay later space to offer a personalized rewards program,” said Sebastian Siemiatkowski, CEO of Klarna.

Vibe Rewards Club Offers Members Personalized Benefits

“We’re laser-focused on providing our nearly 8 million US consumers with the most convenient, seamless, and enjoyable shopping experience possible, from end to end, and the Vibe program builds on our efforts and success. Vibe members have the freedom to shop everywhere and will enjoy access to unique, tailored benefits from hand-picked partners in addition to exclusive offers, deals, and other rewards.”

Sebastian Siemiatkowski, CEO of Klarna.

Vibe Loyalty Program Benefits

The new Vibe loyalty program applies to all purchases US Vibe members make directly through the Klarna app no matter the store and also when using Klarna at over 200,000 partner retail stores globally.

  • Program members earn one “Vibe” (point) for every $1 they spend.
  • Vibe points can be redeemed for rewards such as gift cards from customer favorites like Starbucks, Sephora, Foot Locker, and Uber.
  • Vibe members will have access to exclusive online and offline sales and shopping experiences.
  • Vibe members can even earn an extra layer of rewards (double dip) if they are already part of an existing loyalty program through the retailer that they are purchasing items from.
Types of Loyalty Programs

Loyalty programs have been a draw for customers for decades, but as the first mover globally in the buy now, pay later space to offer such a program, Klarna is uniquely delivering curated rewards benefits to customers without the fees and high-interest rates often attached to credit cards and their accompanying loyalty programs.


According to payments provider TSYS, rewards programs continued to be the most attractive feature for credit card holders. The 2018 TSYS U.S. Consumer Payment Study said 79 percent of card holders named rewards as the most attractive feature of their preferred card in 2018, up from 68 percent in 2017 and 59 percent in 2016.


To encourage and reward responsible spending habits, members will earn Vibes once their payments are completed and paid on time. Klarna developed the global Vibe program with direct input from customers, who said they often find traditional credit card loyalty memberships confusing and difficult to navigate and that they wanted more freedom within a rewards program.

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Sallie Burnett