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　　Klarna: Getting More Ambitious(节选)

　　Caution: reimagining under way

　　小心：重塑进行中

　　Klarna has not been signing up American retailers as quickly as it had anticipated. But it hopes two global trends will speed its expansion. The more that online shopping moves to phones, the more pressing it is for all online traders to make their checkouts quick and easy to use, but still safe. Customers particularly detest typing in credit card numbers on their phones, especially if asked to do so in public – while riding a busy bus, say. Klarna reckons over 60% of its business today involves mobile shopping, compared with less than 10% two years ago. Some retailers, such as sellers of shoes and clothes, report an especially rapid shift to mobile.

　　The other broad trend is for shopping across national borders. Online markets, such as Wish.com, connect bargain-hungry consumers in rich countries to producers of clothes, watches, toys or jewellery in, for example, China. Klarna works with Wish on European sales, letting customers pay for goods ordered cross-border only after getting them, which can take weeks. That reassures shoppers not ready to trust an anonymous Chinese T-shirt firm to deliver. Many sellers are appalled by the prospect of having to comply with different countries’ financial laws, say on extending credit, so they readily outsource payments.

　　Klarna, in contrast, is a glutton for regulatory punishment. In fact, it is entering the most regulated bit of finance: retail banking. It is licensed as a bank in Sweden, which allows it to collect deposits from all over Europe. Mr Siemiatkowski sees this as a cheap source of financing, but also as a big opportunity. Just like online shoppers, he argues, bank customers are desperate for a safe-but-simple mobile interface like the one Klarna offers in payments. The firm’s 45m users provide it with a big and growing pool of potential banking customers who already have an inkling of the sort of service it can provide. “In the longer term we need to reimagine what banks really are,” he says, sounding like a typical fintech boss at last.

　　Klarna招揽美国零售商的速度不如预期，但公司寄望全球的两大趋势帮助其加速扩张。越多的网络购物转向手机，所有网络商家就越迫切地要把支付程序变得快捷易用，而且还要保证安全。顾客尤其讨厌在手机上输入信用卡号，特别是在公众场合(比如在拥挤的公交车里)被要求这么做。Klarna估计目前其60%的业务涉及移动购物，而两年前这一数字不足10%。服装和鞋履等一些零售商表示，其业务向移动端的转移尤为快速。

　　另一大趋势是跨境购物。Wish.com这类在线市场为爱买便宜货的富裕国家顾客寻觅到成衣、手表、玩具或珠宝制造商，比如各类中国厂商。Klarna与Wish.com合作处理其欧洲的支付业务，让顾客在收到跨境订购的货物后才付款，过程可能历时数周。购物者不一定信任中国某家不知名的T恤厂商能诚信交货，而这样的安排使其放心。许多商家对必须满足不同国家金融法规的合规要求不胜其烦，比如提供消费信贷，所以他们乐于把支付环节外包。

　　相反，Klarna全然不怕监管处罚。事实上，Klarna正步入金融业内监管最严的领域：零售银行业务。该公司在瑞典已获得银行牌照，可从欧洲各地吸 储。西米亚特科夫斯基将此视为廉价的融资来源，同时也是巨大的机会。他认为，银行顾客和网上购物者一样，都极希望找到像Klarna支付平台那样安全而简单的移动界面。该公司的4500万用户为其提供了大量潜在的银行客户，而且数目还在不断增加，他们多少已体验过Klarna所能提供的服务。“长远来看，我们需要重塑银行的实质。”他说道，这听起来终于像金融科技老板的惯用口吻了。

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