Klarna launches carbon footprint tool for 50m fashion products

Klarna has said it is providing shoppers with granular carbon footprinting for over 50 million fashion items.

The Buy Now, Pay Later (BNPL) company has partnered with climate tech start-up Vaayu to provide automated carbon software to support its upgraded CO2e tracker.

The technology uses AI and machine learning to access data about production, sales and logistics; designed to help retailers understand what's happening across their supply chains.

Klarna says its tracker automatically calculates carbon emissions for fashion purchases on a product-level in real-time. The company said that this approach, which it describes as cradle-to-grave assessment, "gives consumers a breakdown of a product’s CO2 emissions along different stages of its lifecycle".

These stages include raw material extractions and processing, to product assembly and delivery to the consumer.

Salah Said, Head of Sustainability at Klarna, adds:

“The data couldn’t be clearer - more and more shoppers demand transparency into the environmental impact of their purchases," said Salah Said, head of sustainability, Klarna. "But in order for consumers to make considered choices, they require unbiased and reliable information that they can understand."

Said added: "By feeding Vaayu’s rich and granular data into our CO2e tracker, we give shoppers even deeper and clearer insights into the CO2e footprint of their purchases, empowering them to vote with their wallets and enact real change. ”

The move comes after Klarna launched a new platform to help retailers and influencers connect.

The Creator Platform was built on the back of Klarna’s acquisition of APPRL, a Software as a Service (SaaS) platform that allows content creators and retailers to bring shoppable content to global consumers.

The new platform matches retailers to the right influencers for them, Klarna said, and measures performance metrics in real time to enable retailers to “better engage with their target audiences and achieve higher returns on influencer partnerships”.

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