It’s a notable expansion for Klarna, which has hitherto been better known for a service that allows consumers to buy goods through third-party retailers in instalments. Moving forward, the Klarna app will not only serve as a payment network, but a “single shopping destination” for finding the cheapest deals and paying.

Digging into the specifics, the new price comparison smarts allow customers to filter their searches by criteria such as size, color, ratings, availability, shipping options, and more. On top of that, Klarna shows shoppers historical pricing data, which shows how the cost has fluctuated over time and whether they should buy now, or wait a little longer to see if the price goes down. 

“You could spend the whole day comparing offers at conventional search engines or marketplaces, but you’ll always have doubts — have I really found the best product at the best price?,” Klarna cofounder and CEO Sebastian Siemiatkowski said in a press release. “Klarna’s new search and compare tool does the hard work for consumers and compares thousands of websites in real time to ensure they have all the information they need to make informed and confident purchase decisions.”

And perhaps more importantly from the perspective of Klarna’s business in light of everything that has gone on this year, this rollout bolsters the company’s existing affiliate marketing programs and enhances its potential revenue if it helps drive traffic and sales for its retail customers.

“For retailers, the search and compare tool becomes a key acquisition channel, boosting their visibility, traffic, and sales with an engaged audience,” the company wrote. “This provides retailers with a clear alternative to Google and Amazon when it comes to attracting traffic to their websites, and provides Klarna with an important additional revenue stream.”

A ‘credible alternative to Google and Amazon’: Klarna brings its price comparison tool to Europe by Paul Sawers originally published on TechCrunch