The news: Klarna launched an app within ChatGPT, bringing product discovery into the chatbot, per a press release.

Klarna’s Shopping Search app lets consumers describe what they want to buy and aggregates visual results with real-time prices, availability, and offers from multiple merchants in one place. 

To complete a purchase, the app redirects users to the merchant’s storefront off ChatGPT’s platform.

How we got here: Klarna has aggressively adopted and helped build infrastructure to support genAI-based and agentic commerce.

• Klarna adopted Google’s Universal Commerce Protocol (UCP).
• It developed its own open standard, Agentic Product Protocol, to make ecommerce products discoverable and understandable by AI agents.
• Klarna adopted Stripe’s agentic payment tokens to enhance agentic visibility.
• It also got its buy button visible in Gemini.

Why this matters: Using ChatGPT’s app integrations reflects Klarna’s commitment to AI visibility for its merchants and seizing AI-driven purchase volume. We forecast that AI platform-driven ecommerce sales will reach $144.45 billion by 2029.

Klarna is also likely to benefit from younger, AI-forward consumers: 

• More than twice as many millennials and Gen Zers use genAI compared with baby boomers, per our forecast. 
• At the same time, Gen Zers are more likely to reach for a BNPL solution over credit cards, with 54% of Gen Zers selecting installments over 50% who chose credit cards for holiday shopping, per a JD Power study. 

Implications for retailers: Retailers that commit early to seamless app integrations can make inroads with younger consumers and genAI users before the rest of the industry catches up.

However, the runway for AI commerce liftoff is long, with many consumers still dubious of the technology. Whether AI platform-driven ecommerce adoption is conservative or aggressive could result in a nearly 10 percentage point difference in sales growth over the next three years, per our forecast.