Klarna has launched a virtual shopping function to enable in-store teams to share photos and videos of items and demo products live from the shop floor.

The new feature, which has gone live on the new merchant-facing Klarna store app, also enables online shoppers seeking style advice and inspiration to immediately connect via text, voice, or video with hundreds of in-store stylists.

Retailers integrated with Klarna can add virtual shopping to their online stores to deliver a “true omnichannel experience”, the company said.

Klarna said the app will also enable retailers to gain insights into shopper interactions and sales to improve overall performance.

The app’s communication channels will streamline the ability for retailers to provide personalised recommendations, schedule in-store appointments, and stay in touch.

David Sandström, chief marketing officer at Klarna, said: “At Klarna, we want to provide the world’s best key element: human interaction.”

“With Virtual Shopping, we replicate the brick-and-mortar experience of receiving personalised advice from an in-store expert and bring it to the online realm.”

Klarna’s new offering builds on their 2021 acquisition of the social shopping platform Hero.

Founded in 2015, the start-up’s objective was to create a more personal and convenient way to shop that reflected how consumers interact today, bringing the concept of in-person customer service to e-commerce.

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