Smarter shopping, powered by Klarna and Vipps
By integrating Klarna's agentic product search, Vipps launched an in-app AI shopping assistant that helped 200,000+ Nordic shoppers discover, compare and buy — bringing product discovery into the wallet.
The challenge
Shopping is shifting to AI-driven discovery. To stay at the heart of its users' journeys, Vipps wanted to move beyond payments into product discovery — without building a structured, cross-merchant catalogue in-house.
The solution
In November 2025, Vipps integrated Klarna's agentic product search — tapping Klarna's catalogue of 100M+ products and 400M+ offers across ~50,000 merchants — and launched an in-app AI shopping assistant and wishlist.
Our ambition is simple: make shopping easier, not add another layer of technology. By combining Vipps' user experience with Klarna's product data, we can move from being the place you pay to a place that also helps you decide what to buy.
Vegar Heir, Chief Commercial Officer, Vipps
The shopper journey
A shopper asks the Vipps assistant for a product in natural language.
The assistant returns clean, comparable results across merchants
Shoppers save favourites to a wishlist.
They move from discovery to purchase seamlessly, inside Vipps.
The impact
Since the launch, Vipps' AI shopping assistant has helped over 200,000 shoppers across the Nordics find and buy the right product, with around 8% of journeys converting. Vipps moved from processing payments to guiding the shopping experience — inside an app customers trust, and one Norwegians have ranked their most liked brand six years running.