Sephora partners with payment platform for shoppable wish lists

A beauty giant is enabling customers to create, share and follow digital commerce-enabled wish lists.

Sephora is leveraging the wish list feature from global payment/shopping app Klarna. Customers can save and add products from any online store to their Sephora wish list. They can also follow and share Wish lists curated by brands, influencers, Klarna’s shopping experts and others.

Internally, Sephora will have access to information such as top wish-listed items and items that are frequently wish-listed during certain times of year to support merchandising and assortment decisions that more closely align with what customers are shopping for, with a goal of increased conversion. Sephora will also be able to use the feature to create wish lists related to certain events, such as weddings, holidays and graduations. 

“With the launch of this feature, we’re making shopping inherently more social and giving retailers yet another way to connect and engage with shoppers, who are known to look to family, friends and online sources for product recommendations,” said David Sykes head of U.S. at Klarna. “For our retailer community, Wish lists are creating an additional touchpoint where we can enable a deeper understanding of what consumers actually want from brands.”

In the U.S., retailers including Adidas, Tom’s and Asos also providing customers with shoppable wish lists via the Klarna app. In the coming weeks, Klarna will announce partnerships with social influencers using the new feature to curate their favorite products via wish lists their fans can follow and share.