Klarna is selling virtual shopping platform HERO to video commerce platform Bambuser for around 15 million Swedish Krona (€1.5 million).

Bambuser will integrate HERO into its own platform, with the company saying the merged offering will allow brands to offer a “more holistic and engaging” buying journey.

Buy Now, Pay Later (BNPL) firm Klarna acquired HERO in July 2021. At the time, the business said it would introduce HERO to 250,000 retail partners, enabling them to create content related to their products and improve the online shopping experience .

Bambuser is setting up a UK-based company to hold the HERO assets, with the transaction expected to complete in May.

“The acquisition of the HERO solution aligns perfectly with our vision to create the ultimate, high-converting shopping experience, combining the convenience of online shopping with the personal touch of in-store interactions," said Maryam Ghahremani, chief executive of Bambuser.

Earlier this month, Klarna launched its credit card in the US, which allows "pay over time" on eligible purchases in three or six monthly payments.

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