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Klarna introduces a price comparison search and shoppable video feature

Company leader Sebastian Siemiatkowski announces that the latest offerings signify a transformation for the business, enabling consumers and merchants to search, uncover, and fashion products.

Klarna introduces price comparison feature in a shoppable video tool
Klarna introduces price comparison feature in a shoppable video tool

Klarna introduces a price comparison search and shoppable video feature

Klarna Enhances its Buy Now, Pay Later Platform with New Features

Klarna, a leading Buy Now, Pay Later (BNPL) platform, has announced a series of new features aimed at enhancing its user experience and market position. These innovations include a new search tool, shoppable videos, and virtual shopping experiences, among others.

The new search tool, integrated with AI and partnerships such as with Bolt, offers advanced features that distinguish Klarna among BNPL platforms. This tool is designed to organize a vast array of search results for consumers, helping them easily find the products they want at the best price. Klarna collaborates with OpenAI to incorporate shopping results into ChatGPT, leveraging conversational AI for personalized shopping assistance, a feature not widely matched by other BNPL providers.

Klarna's payment options have also been expanded with the launch of a debit card co-branded with Visa. This allows users to pay upfront or with pay-later options, broadening Klarna’s payment ecosystem beyond classical installment loans.

The platform's partnership with Bolt integrates Klarna as the default payment option on Bolt’s CheckoutOS, enabling one-click checkout and seamless Pay in 4 installments. This direct integration improves user experience and merchant adoption by making Klarna the easiest payment method to select on Bolt-powered e-commerce sites.

Stripe’s June 2025 API update added support for saving Klarna payment methods for automatic and off-session charges, enabling merchants to offer subscriptions or faster payments via Klarna. This functionality is increasingly critical for recurring revenue models and competing with credit card convenience.

Klarna's customer base and merchant acceptance are growing at 18% and 27% year over year, respectively, indicating expanding market adoption. The company ranks highest among BNPL companies in customer satisfaction according to J.D. Power, positioning it favorably in terms of user experience compared to rivals.

However, Klarna remains challenged by credit card-linked installment plans, which often offer more rewards and flexibility than Klarna’s gift-based rewards system, making them strong competitors in the installment payment space.

The company aims to expand its presence in the US and beyond through strategic partnerships like Bolt and Clover, signaling an aggressive growth and market penetration strategy.

In addition to these features, Klarna has introduced tools to help support the planet within its app, although details about these tools were not provided in the article. The tool automatically applies coupon codes to orders, and customers can compare prices, delivery options, sizes, and colours of products at various retailers using the in-app browser.

Klarna has also debuted shoppable video content within the Watch and Shop section of its app, allowing customers to buy the items they see in the videos directly from the section. Customers can view tutorials, product unboxings, and reviews from brands and creators in the Watch and Shop section.

Moreover, Klarna has introduced a virtual shopping feature that allows consumers to search for and buy items online and receive product guidance from employees through live chat or video call. This feature is designed to provide a more personalized shopping experience for consumers.

Affirm, another BNPL platform, made up 30% of U.S. consumer downloads in Q3 2022, an increase from 25% in Q2, indicating a growing competition in the BNPL market.

In summary, Klarna’s new search and payment innovations combined with notable partnerships strengthen its feature set and market positioning, but it still competes strongly with credit card-linked installment models which offer superior rewards and flexibility in some markets. Despite a slight decrease in its market share in BNPL app downloads from Q2 2022 to Q3 2022, Klarna's growth rates and partnership expansions suggest a leading role among BNPL providers in 2025.

  1. Klarna's new search tool, integrated with AI, offers advanced features that distinguish it among Buy Now, Pay Later (BNPL) platforms, organizing vast search results to help consumers easily find products at the best price.
  2. Klarna has debuted shoppable video content within the Watch and Shop section of its app, allowing customers to buy items they see in the videos directly from the section.
  3. In addition to its shoppable video content, Klarna has introduced a virtual shopping feature that allows consumers to search for and buy items online and receive product guidance from employees through live chat or video call.
  4. The platform's partnership with Stripe, set to take effect in June 2025, will allow merchants to offer subscriptions or faster payments via Klarna by saving Klarna payment methods for automatic and off-session charges.

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