Klarna's impending IPO and its strategic partnership with Walmart signal significant shifts in the buy-now, pay-later market, impacting key players like Affirm and redefining industry competition and growth trajectories.

Klarna's Public Offering and Strategic Market Shift

Klarna, the Swedish buy-now, pay-later (BNPL) company, is preparing for an Initial Public Offering (IPO) on the New York Stock Exchange, aiming to raise up to $1.27 billion. This offering seeks to value Klarna at up to $14 billion, a notable recalibration from its peak valuation of $45.6 billion in 2021, yet more than double its $6.7 billion valuation in 2022. The company and its existing investors plan to sell approximately 34.3 million ordinary shares, priced between $35 and $37 each, with Goldman Sachs, J.P. Morgan, and Morgan Stanley serving as joint book-runners.

A key development preceding this IPO is Klarna's new exclusive partnership with Walmart, where it replaces Affirm as the retail giant's primary BNPL provider. This strategic alliance integrates Klarna's services into Walmart's OnePay app, signaling a significant shift in retail payment ecosystems.

Market Reaction and Affirm's Resilience

The announcement of Klarna's Walmart partnership initially led to a roughly 10% dip in Affirm (AFRM) stock. However, insights from Affirm's Chief Operating Officer, Michael Linford, indicate that the previous Walmart engagement constituted a modest portion of Affirm's business, accounting for approximately 5% of its gross merchandise volume (GMV) and 2% of adjusted operating income in the latter half of the previous year. Linford suggested that competing for the Walmart deal on Klarna's terms would have been "uneconomic" for Affirm.

Despite the perceived loss, Affirm has demonstrated considerable resilience and strategic adaptability. In its fourth-quarter 2025 earnings report, the company achieved its first quarter of positive GAAP operating income, reaching $58 million, and surpassed consensus estimates with earnings per share (EPS) of $0.20. Affirm reported a 43% year-over-year GMV growth to $10.4 billion and a 33% increase in revenue to $876 million. Its Revenue Less Transaction Costs (RLTC) jumped 73% to $419 million, with a margin of 4.1%, exceeding its long-term target.

Broader Market Implications and Strategic Pivots

Klarna's IPO serves as a critical test for investor confidence in the BNPL model's long-term sustainability and profitability, particularly given the company's reported net loss of $52 million in Q2 2025, despite revenue of $823 million (a 20% year-over-year increase) and an adjusted operating profit of $29 million. For the year ending June 2025, Klarna reported $3 billion in revenue, marking a 17% year-over-year increase.

Strategically, Klarna is pivoting from a pure BNPL provider to a full-stack financial platform. This diversification includes offerings like debit cards, deposit accounts, and AI-driven underwriting tools, positioning the company as a neobank competitor. While Klarna's revenue as a percentage of GMV (2.4%) is lower than competitors like Affirm (8.7%), this expansion aims to capture a broader share of consumer financial activity.

The broader BNPL market continues to expand robustly. The U.S. BNPL market is projected to grow by 12.2% annually to reach $122.26 billion in 2025, with a compound annual growth rate (CAGR) of 8.5% between 2025 and 2030, potentially reaching $184.05 billion. This growth trajectory is attracting increased competition, with traditional financial institutions such as American Express and Citibank introducing BNPL-style installment plans.

Expert Commentary and Future Outlook

Expert opinions on Klarna's IPO valuation are varied. Some analysts express skepticism, suggesting the $14 billion valuation might hinge on overly optimistic assumptions regarding margin improvement. Conversely, others project a potential 10-25% pop on the first day of trading, citing Klarna's extensive user base and international growth potential.

"The shift in the BNPL landscape underscores the sector's maturity and the increasing imperative for providers to diversify their offerings and solidify strategic partnerships to maintain competitive edge."

Looking ahead, the BNPL sector faces continued scrutiny regarding rising loan defaults and potential regulatory pressures. However, companies like Affirm are strategically adapting. Affirm projects GMV above $46 billion for fiscal year 2026, with revenue anticipated around $3.95 billion. The company expects RLTC margins to stabilize at approximately 4% and GAAP operating margin to exceed 6.0%. Affirm's strategic pivot includes merchant diversification, product innovation like the Affirm Card, and key partnerships with Amazon, Shopify, and Apple Pay.

The BNPL market is expected to expand into new industries, including education, automotive, and professional services, further embedding itself into the broader financial landscape. The success of Klarna's IPO and the continued strategic evolution of players like Affirm will be key indicators of the sector's trajectory in the evolving financial services ecosystem.