Insights Flash: Consumer Edge Data Unveils the Powerful Partnership in the Food Delivery Ecosystem
The strategic partnership between Klarna and DoorDash represents a significant alignment of two complementary digital services, each with distinct advantages in their respective markets. Consumer Edge transaction data reveals that Klarna has established strong penetration among food delivery users, with approximately 40% of Klarna customers utilizing DoorDash’s services. This represents a substantial lead compared to competitors, as only 20% use Uber Eats and just 12% opt for Instacart. This indicates Klarna users have a clear preference for DoorDash within the food delivery ecosystem, which likely will continue to expand with the partnership.
Klarna’s Untapped Potential Within DoorDash’s Customer Base
Interestingly, the relationship appears less pronounced from DoorDash’s perspective. Only about 6% of DoorDash customers currently use Klarna as their buy-now-pay-later (BNPL) solution. This places it on equal footing with Afterpay (also at 6%) and only slightly ahead of Shop Pay Installments (4%). This parity suggests significant untapped potential for Klarna to deepen its market penetration among DoorDash’s extensive customer base through integration of BNPL services.
Consumer Edge cohort data reveals that average spend per customer across income segments presents a significant opportunity. Particularly within lower-income groups, the lowest income cohort currently spends $11 less per customer than the next income cohort. This represents a large gap and untapped revenue potential. The Klarna partnership could strategically address this disparity by offering flexible payment options that effectively reduce the barrier to higher-value orders. By enabling order value to be distributed across multiple payments, Klarna’s BNPL offerings could empower budget-conscious consumers to increase their basket sizes without immediate financial strain. This could potentially close the spending gap while simultaneously expanding DoorDash’s market share among value-sensitive customers.
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About the Authors
Harsh Masher is an Insights Analyst for the CEIC.
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