Core Insights - Analysts recommend buying Klarna stock, anticipating future gains as the company's business expands [1] - Klarna shares, initially priced at $40 during its IPO, are expected to recover towards their first trading session price of $52, having recently traded around $42.50 [2] Company Overview - Klarna, established in 2005, allows consumers to split purchases into four interest-free installments and has expanded into short-term loans and bank-like services [5] - The company currently serves 111 million consumers and 970,000 merchants, making it the largest player in the buy now, pay later (BNPL) sector [6] Market Potential - The BNPL sector is projected to approach $117 billion this year, indicating significant growth potential [6] - Analysts believe Klarna can gain customers by entering new geographic markets, adding retail partners, and enhancing newer products [7] Advertising Revenue Opportunities - Klarna's app and website may provide overlooked advertising revenue, with the digital advertising market estimated at $475 billion, surpassing the payment services market [8] - The company's marketing strategy leverages a high-intent customer base and various monetization models, including impression-based and cost-per-click [9] Analyst Ratings and Price Targets - Deutsche Bank, Wedbush, and Bank of America have initiated coverage on Klarna, issuing buy ratings with price targets of $48, $50, and $51 respectively [1][9]