People are increasingly using AI chatbots like search engines, so it was probably only a matter of time before shopping got baked directly into the experience. Now, Klarna is jumping in with a new Shopping Search app for ChatGPT that promises real-time product discovery without forcing users to bounce around dozens of browser tabs.
According to Klarna, users can simply describe what they want in plain English and instantly see products, prices, availability, and offers from multiple merchants right inside ChatGPT. Once a person finds something they like, they are redirected to the retailer’s website to complete the purchase.
The company says the experience is powered by its Product Search MCP server, which connects ChatGPT to more than 100 million products and 400 million merchant listings across 13 markets. Klarna is clearly betting that conversational shopping is going to become a much bigger part of online retail going forward.
The timing makes sense. Klarna points to data showing traffic from AI platforms to retail sites exploded nearly 700 percent during the 2025 holiday season, with shoppers coming from AI services converting at higher rates too. That is a pretty eye-opening stat, even if some folks may still prefer traditional shopping methods over asking a chatbot what sneakers or laptop to buy.
There is also an interesting larger issue here. AI shopping sounds convenient, but it could eventually blur the line between recommendations and advertising. Klarna says sponsored placements inside the Shopping Search app will be clearly labeled, which is good, because people should absolutely know when money influences what products get surfaced first.
At the same time, this launch is another reminder that ChatGPT is evolving into much more than a chatbot. OpenAI is steadily turning it into a platform where outside companies can plug in services directly into conversations. Shopping today could become banking, travel booking, tech support, or who knows what else tomorrow.
The Klarna Shopping Search app is available now inside ChatGPT. Users can find it by clicking “Apps” in the sidebar and searching for “Klarna Shopping Search.”
