Shares of Klarna Group plc (KLAR) were ticking higher on Tuesday. The reason? The "buy now, pay later" pioneer just hit a big, round, impressive number: one million merchants globally. That's a lot of checkout buttons.
Think about it this way: Klarna has essentially built a digital mall with a million different stores, all offering its signature flexible payment plans. And business is booming. The company reported a 47% jump in its merchant count over the past year, scooping up 285,000 new partners in 2025. The final quarter alone saw more than 115,000 sign-ups. That's not just growth; that's a land grab.
So, where is all this demand coming from? Look no further than your local gym or salon. The Leisure, Sport & Hobby category is Klarna's rocket ship, exploding with 91% year-over-year growth this past February. It turns out people really like spreading out payments for wellness, fitness, and hobbies. Who knew?
David Sykes, Klarna's Chief Commercial Officer, put it in plain terms: "Home repairs, a new couch, salon appointments, gym memberships – these are facts of life for most people, but the way they pay for them hasn't kept up." His point is that Klarna isn't just for splurging on a new TV; it's becoming a tool for managing predictable, but often lumpy, life expenses. "Reaching 1 million merchants is a reflection of how deeply embedded Klarna is becoming in everyday money management," Sykes added, noting the acceleration "shows no signs of slowing down."
On the other side of those million checkout buttons are over 118 million active users, conducting roughly 3.4 million transactions every single day. That's the scale that turns a neat network effect into a potential money-making machine. The big challenge—and opportunity—for Klarna is converting this massive, growing merchant base into sustainable, profitable revenue growth.
Someone with a vested interest seems confident. Last week, Klarna's Board Chair, Michael Moritz, made a significant purchase of company shares, a move often read as a strong vote of insider confidence.
Now, here's where the story gets a bit more complicated. If you look at the merchant numbers and user base, Klarna looks like a runaway success. If you look at its stock chart over the past year, it tells a different, more painful story. The shares are down about 67.46% over the last 12 months and are languishing much closer to their 52-week lows than their highs.
A quick technical glance shows the struggle. The stock is currently trading 2.9% above its 20-day simple moving average (SMA), which is fine. But it's 28.9% below its 50-day SMA and a sobering 44.3% below its 100-day SMA. That paints a picture of a stock that can't seem to build lasting upward momentum.
The momentum indicators are sending mixed signals. The Relative Strength Index (RSI) sits at 42.07, smack in the neutral zone—not overbought, not oversold. Just… there. Meanwhile, the MACD (Moving Average Convergence Divergence) is telling a slightly more optimistic tale. With a value of -1.6061 and a signal line at -2.2446, the MACD is above its signal line, which technicians interpret as a bullish momentum signal.
So, you have neutral short-term momentum (RSI) but a budding bullish signal in another indicator (MACD). It's a confusing picture that suggests the stock could move higher if the broader market gives it a nudge, but it's not screaming "buy" on its own. Traders are watching key resistance at $21.50 and key support at $12.50.
What do the professionals think? The analyst consensus still carries a Buy rating, with an average price target of $40.27—a hefty premium from current levels. However, that optimism has been tempered recently. In February, several major firms reaffirmed their positive ratings but dialed back their price expectations:
- JP Morgan: Overweight (Lowers Target to $20.00)
- UBS: Buy (Lowers Target to $20.00)
- Wells Fargo: Overweight (Lowers Target to $32.00)
Klarna shares were up 0.54% at $14.99 on Tuesday, according to market data. The company has clearly won the battle for merchant adoption. The next chapter is about proving it can win the war for profitability and investor confidence.
