Swedish fintech company Klarna, which provides e-commerce payment solutions platform for merchants and shoppers, has acquired virtual social shopping platform HERO for an undisclosed price.

Based in the US and the UK, HERO is said to offer inspiration, advice, and immediately shoppable content to consumers, which are directly produced from the physical stores of retailers.

Klarna said that it will introduce HERO services to its 250,000 retail partners, enabling their in-store teams for becoming content creators instantly.

HERO will help Klarna’s retail partners with reviews, real-time advice, and content that is richer, more engaging, and informative around products for bringing the best of in-store shopping to consumers’ online experience.

Available from the website of merchants, the HERO virtual social shopping platform connects online shoppers with in-store product experts for offering inspiration and advice through video chat, messaging, and social-style content.

HERO turns online shopping into an interactive experience by providing all the benefits of in-store service, while enabling consumers to shop from wherever, and however, they want.

Sebastian Siemiatkowski – CEO of Klarna said: “Immersive shopping experiences are now expected by consumers when shopping online and forward-thinking brands want to provide consumers with a rich, interactive way to shop for their products. With HERO we share an ambition to elevate the shopping experience through the convergence of online and in-store shopping experiences, supporting retailers to inform and engage consumers in new ways.

“We see a huge opportunity to leverage HERO’s existing platform and expertise to allow in-store retail professionals to become global brand ambassadors. This will unlock  growth for retailers by creating a new hybrid shopping experience that enables consumers to make informed purchasing decisions as part of an engaging and personalized shopping journey.”

The virtual social shopping platform was established in 2015 to provide a more personal and easy way to shop by introducing the concept of in-person customer service to e-commerce.

HERO’s clients include Levi, Chloé, rag & bone, and Harvey Nichols. It also has common retail partners with Klarna in the form of JD Sports and Nike.

The company’s more than 100 employees will join Klarna.

Adam Levene – Founder at HERO said: “Klarna is a company we’ve long admired. They have built an iconic brand and proposition, and a unique culture that makes it the perfect home for our team.

“By joining forces we are able to bring our technology to even more merchants and consumers across the world, making online shopping more social, interactive and ultimately more human.”

  Adam Levene, e-commerce, HERO, Klarna, Sebastian Siemiatkowski, Sweden