E-commerce payments innovator Klarna announced today that its pay later options are now available in-store as well as online.

“Shoppers today want more control over their buying experience,” Klarna U.K. General Manager Luke Griffiths said. “Our mission is to make payments as seamless and stress-free as possible. We’re now bringing more payment flexibility to the in-store environment, so shoppers can move smoothly through the purchase journey, whether they choose to shop online or on the high street.”

The announcement means that Klarna’s alternative payment options will now be available for transactions in retail, brick and mortar stores. The company has three offerings to simplify the transaction experience:

• the option to pay later, up to 30 days after delivery
• three equal installment payments collected monthly
• a six to 36-month consumer financing offering for more expensive items

Consumers can use Klarna via their connected smartphone. First they make their purchase using their smartphone to scan either a QR code at the checkout register or after receiving and clicking on a payment link sent to the customer by email or SMS. Second, the customer adds their information and chooses a Klarna payment option.

The financing decision occurs in real-time, and average completion times run about one minute – ensuring that the in-person shopping experience is as seamless as possible. For the merchant, this means faster checkouts, happier customers, and increased conversions and sales.

Klarna’s news comes just weeks after the company announced it was extending its partnership with Swedish fashion house Acne Studios. “We’ve been impressed with Klarna’s work in Europe – particularly in our home country of Sweden,” Acne Studios CEO Mattias Magnusson said. “(We) are pleased to partner with them in other markets to accelerate our international sales.”

Also in April, Klarna launched its Mindful Money financial management content hub to help Gen Z and Millennials learn more about budgeting and spending. Mindful Money will feature insights and recommendations from personal finance commentators and journalists.

Klarna also launched its global customer authentication platform last month, providing global businesses with an easy and secure authentication process. In March, the company unveiled its open banking platform, enabling access to more than 4,300 European banks via a single access to account API.

Headquartered in Stockholm, Sweden, Klarna demonstrated its flagship solution at FinovateEurope 2012. The company has raised more than $774 million in funding, and includes Sequoia Capital, General Atlantic, and Creandum among its investors. Klarna was founded in 2005.

Klarna is the latest fintech to embrace the open banking revolution. The payments company has announced the launch of its own Open Banking Platform, which will enable access to more than 4,300 banks in 14 different markets across Europe via a single Access to Account (XS2A) API – all in accordance with PSD2 guidelines.

Klarna’s offering will feature both account information services (AIS) for consolidated data on payment accounts, and payment initiation services (PIS) to support PSD2-licensed, account-to-account direct bank transfers. In a statement, the company noted that its XS2A PIS technology transferred more than €10 billion in volume and completed more than 100 million transactions last year alone.

“Our technology allows us to offer an ecosystem of services not only to consumers but also to businesses – whether that’s in retail, financial services, or technology,” Klarna CTO Koen Koppen explained. “We look forward to seeing all (the) new solutions and products that will grow out of this, creating a consumer centric financial services industry in Europe.”

Klarna’s Open Banking Platform also gives developers the tools they need to handle the compliance and user experience of credentials management. At the same time, the platform helps them get new products – from payment initiation and credit solutions to roboadvisory and PFM – to market faster and with less cost.

“We can offer the leading technology, quality, knowledge and market presence to help other players develop even better services and products for their consumers,” Klarna Open Banking Platform Manager George Parks Davie said. “Klarna’s XS2A API opens up a range of opportunities and through developer-friendly infrastructure it also empowers innovators.”

Klarna demonstrated its flagship platform at FinovateSpring 2012. Headquartered in Stockholm, Sweden, the company announced a partnership with Canadian e-commerce and in-store point-of-sale financing specialist PayBright earlier this month. In February, Klarna extended its Pay Later service to Gymshark customers in the U.K. and the Nordics. At the beginning of the year, the company announced collaborations with both rapper Snoop Dogg and watchmaker Daniel Wellington.

Founded in 2005, Klarna has raised more than $681 million in funding. The company includes Sequoia Capital, General Atlantic, Creandum, Visa, and Permira among its investors.

Klarna, a payment provider and bank, has brought rapper Snoop Dogg into the team to… bring “Smoooth” to the next level, reports Henry Vilar of Fintech Futures (Finovate’s sister publication).

Snoop Dogg will become Smoooth Dogg and the face of a major campaign called “Get Smoooth”, as well as Snoop Dogg becoming a minor shareholder in Klarna.

The campaign aims to remove friction from the world of pay later payments. Thus, it has recruited “arguably the smoothest man alive, on his journey to become even smoother.” You couldn’t make this up. “From smooth to smoooth”, the campaign said.

For Snoop Dogg, this is part of his European investment strategy.

“I’ve been looking for an opportunity to expand my tech investment portfolio to Europe and seeing the way Klarna operates and how they challenge the status quo, I think it’s a match made in heaven. I’m very excited about this partnership,” said Snoop Dogg.

Snoop Dogg will acquire the shares from an existing Klarna shareholder. Klarna’s CEO Sebastian Siemiatkowski confirmed the partnership on Twitter.

“Snoop is not only a rap legend, but also a successful businessman, with a genuine interest in tech, retail and e-commerce. He has a great understanding of consumer behaviour and is exceptional when it comes to branding and marketing,” Siemiatkowski continued.

For context, this man once said in a song: “I love you so, how much you’ll never know. ‘Cause you took your dope away from me.”

Following the Get Smoooth campaign, Snoop Dogg and Klarna will announce a range of unique items enabling anyone to “Get Smoooth.”

Founded in 2005 and headquartered in Stockholm, Sweden, Klarna demonstrated its technology at FinovateSpring 2012. Last fall, the company announced a $20 million funding round that brought its total capital to nearly $682 million.