Klarna Rolls Out Suite of New Shopping Tools, From ChatGPT to Resale

Klarna is introducing a portfolio of social media-esque capabilities on its platform, including a personalized shopping feed and smart shopping features. The payments provider also is adding new tools designed to help retailers and content creators engage with their audiences in more effective ways.

Klarna has redesigned its entire app to make the shopping and finance services easier to use, dividing the program into five tabs: Shop, Purchases, In-Store, Budget and You. The new streamlined interface is designed to keep an overview of shoppers’ spending within easy reach as well as provide access to delivery tracking tools, digital receipts and seamless returns from one place.

Customer Tools Enable Greater Discovery

Customer-facing additions include the new discovery shopping feed, powered by Klarna’s in-house AI recommendation engine. The feed was designed to give shoppers highly personalized recommendations to make it easier to find items relevant to their needs. The feed updates in real time with a range of products and deals that become increasingly tailored as it learns more about the user’s preferences. Klarna also will harness ChatGPT, in partnership with OpenAI, to curate product recommendations, including shopping advice and inspiration.

Shoppers interested in speaking with a live expert — which includes 85% of U.S. consumers, according to a survey by Klarna — can connect with customer service agents through Ask Klarna, a free personal shopping service. Customers will have access to chat and video calls through the app and on, enabling them to consult with experts regarding products from thousands of brands and stores in the luxury sector. The service will expand to other verticals in the future.


Additionally, Klarna will enable resale through a new feature that speeds up the process of creating listings on secondhand marketplaces by pre-filling product details and images. Users can simply tap the “Resell” button next to any item in their order history to automatically be taken to a participating recommerce platform, making it easy to find a new home for used goods.

The Resell button, which will initially launch in Sweden in partnership with Tradera, will expand to new partners and regions worldwide in the near future. Klarna is launching this feature to take advantage of the fact that one-third of consumers are more likely to resell an item now compared to a year ago, according to its survey.

“Over the last 18 years, we’ve transformed into a global shopping destination with smart tools for consumers around the world,” said Sebastian Siemiatkowski, Co-founder and CEO of Klarna in a statement. “Our new AI-powered discovery shopping feed is the next evolution of the Klarna app becoming the starting point for every purchase. This builds on a ton of initiatives we’re working on in the AI space to provide a greater level of personalization to consumers that was once thought impossible. The new tools we’re launching today will create richer, more enjoyable experiences for everyone along the shopping journey and create tremendous opportunities for retailers to grow their business.”

Retailer Tools Connect Browsers With Sellers

Retailers can benefit from the Ad Manager self-service platform, which aims to create more opportunities for brands to connect with high-intent shoppers. The platform offers easier and more efficient ways to advertise, from ad creation and audience targeting to in-platform reporting for campaign optimization.

Klarna also will further enhance the social media aspect of its app with Creator Shops, which lets creators launch their own storefronts and gives them the tools necessary to create a consistent shopping experience. The Creator Shops work in tandem with Klarna’s Creator Platform to let creators recommend products from brands, share shoppable video and photo content and share their personal “shop” across their social channels.

The redesigned Klarna app, Ask Klarna and Ads manager features are currently available in the U.S. The discovery shopping feed will roll out in May, and the Resell and Creator Shops will launch in the near future.

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