Context
Billie's partnership with Klarna prompted a strategic shift towards internationalisation, with an aim to leverage Klarna's existing B2B portfolio to expand beyond Germany into new European markets and then beyond. Previously, Billie's lack of a banking license posed challenges to becoming Europe's leading B2B payment method. Now with Klarna in tow - their goal had a means of becoming reality.
B2B buyers across Europe face payment methods ill-suited to their cash flows and digitalization trends, highlighting the need for tailored solutions.
Discovery
Identification processes needed adjustment to align with diverse market practices. User expectations varied significantly; for instance, Swedish users preferred a more guided experience, while buyer verification methods like BankID in the Nordics were pivotal for trust.
Product goals
In it's aim to expand across over 5 markets within 18 months, Billie aimed to decrease time to go-live in a new market upon each new endeavour.
By utilising our exclusive Klarna partnership, Billie hoped to be able to capture additional partnerships with other PSP providers.
Through expanding into new markets, Billie naturally aimed to see an increase in TPV as a key indicator of market success.
Solution
Partnering with Scrive enabled us to quickly integrate BankID, a buyer authentication service prevalent in Sweden. This partnership ensured a seamless user experience tested by the provider. Through the use of Scrive we are also able to leverage market specific buyer authentication services in future markets.
Solution
In new markets such as Sweden we needed to shift from address-based identification to company number-based identification, aligning with the practices in these markets as well as requirements from our identification partners. This however, also had the consequence of aiding in streamlining our user experience.
Solution
The main widget is used by Klarna-integrated merchants when presenting Billie as a payment option in their checkouts. By tailoring communication in this based on market nuances we were able to see significant conversion improvements. For example, highlighting "no fees" increased German opt-ins by 30%, while Swedish conversions dropped by 15% compared to emphasising Billie's identity and partnership with Klarna.
Next steps
This strategic initiative not only positions Billie as a leading B2B payment solution but also demonstrates its commitment to adaptability and market-specific customization, paving the way for continued growth and expansion across Europe.
Billie has seen over 500,000 B2B buyers use our products across all current markets.
The internationalisation efforts aided Billie in exceeding 370 million in TPV.