Retailers Use Big Data to Turn You Into a Big Spender

Amazon. com Inc.'s fulfillment centers in Rugeley, U.K., on Dec. 2, 2013. Photographer: Simon Dawson/Bloomberg

Online shoppers often fill up their carts and bail at the last minute when the bill comes. Usually it’s because they can’t remember their log-in, don’t have their wallets handy or can’t bear to fill out a credit-card form. A Swedish startup called Klarna has discovered a way to get people to complete more purchases over the Internet: Don’t ask for money up front.

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