PriceRunner International
PriceRunner International is a Stockholm-based price comparison platform founded in 1999 and owned by Klarna since 2022. It indexes around 4.3 million products from 4,600+ retailers across 14 countries, generating revenue through affiliate commissions on free consumer traffic.
- Company typePrivate
- Founded1999
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What PriceRunner International does
PriceRunner International AB is a Swedish price comparison platform founded in 1999, headquartered in Stockholm. The company aggregates and indexes pricing data from approximately 4,600 retailers across 4.3 million products in Sweden, with a separate daily deals surface drawing from 7,300 stores. Its platform spans consumer electronics, home goods, fashion, sporting equipment, and other general-merchandise categories. Consumers access the service free of charge via dedicated websites in Sweden, Denmark, and the United Kingdom, and through integration into the Klarna app in 14 countries including Norway, the USA, Germany, Austria, Finland, France, Ireland, Italy, the Netherlands, and Spain.
PriceRunner's core technology is a price aggregation and indexing engine that scans retailers and surfaces listings without paid placement, including prices from non-partnered retailers. The company publishes buying guides and SEO-optimized category content, and maintains a continuously refreshed deals section. It is wholly owned by Klarna Bank AB (publ) following a 2022 acquisition, and had previously acquired Norway's Prisguiden AS in 2021 to consolidate Nordic comparison markets. Prior to Klarna ownership, PriceRunner raised a Series 4 round of approximately $42.95 million in April 2021 led by Creades AB.
The business model is affiliate-driven: PriceRunner generates revenue by earning referral commissions when users click through to retailer partner sites and complete purchases. The service is free for consumers with no subscription or membership fees, and retailers cannot pay for improved ranking positions on the platform. Marketing is conducted through organic search, content marketing via buying guides, promotional deals, and distribution via the Klarna ecosystem. The company has filed a high-profile antitrust damages claim against Google in the Swedish Patent and Market Court, seeking approximately $8.3 billion in damages for alleged search demotion of competing comparison services, with judgment now scheduled for July 1, 2026.
PriceRunner International firmographics
Firmographics- Name
- PriceRunner International
- Legal name
- PriceRunner International AB
- Website
- https://pricerunner.se
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PriceRunner International is a Stockholm-based price comparison platform founded in 1999 and owned by Klarna since 2022. It indexes around 4.3 million products from 4,600+ retailers across 14 countries, generating revenue through affiliate commissions on free consumer traffic.
- Ownership category
- akta.pro rank
PriceRunner International industry classification
Industry- Product category
- Price Comparison Platform
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
- akta.pro secondary industry
- Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)
Keywords
Where PriceRunner International is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
PriceRunner International business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Affiliate/Referral Revenue: PriceRunner generates revenue by earning referral fees when users click through to retailer partners and make purchases. The platform displays products from both partnered and non-partnered retailers, with no paid placement for improved ranking positions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | — | Free for all users |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
PriceRunner International product offering
Product offeringCore offering
PriceRunner is a free consumer price comparison platform that aggregates and indexes pricing data from approximately 4,600 retailers across roughly 4.3 million products spanning categories such as electronics, home goods, fashion, sporting equipment, gaming, and DIY. The service surfaces offers from both partnered and non-partnered retailers without paid placement, and monetises via affiliate referral commissions when users click through to a retailer site and complete a purchase.
Product overview
PriceRunner is a price comparison service platform that aggregates and displays pricing information across multiple product categories from thousands of participating retailers. The platform enables consumers to compare prices on approximately 4.3 million products from 4,600 stores (Sweden), with a deals section featuring discounted items from 7,300 stores. The service is accessible via dedicated websites in Sweden, Denmark, and the United Kingdom, as well as integrated within the Klarna app across additional markets including Norway, USA, Germany, Austria, Finland, France, Ireland, Italy, Netherlands, and Spain. PriceRunner operates as a Klarna subsidiary following its acquisition in 2022.
Differentiator
Problem solved
Functional benefit
Products and services
- PriceRunner Price Comparison Service
- PriceRunner Mobile App
Companies that use PriceRunner International
Customer profileSegments1 record
Ideal customer profiles2 records
PriceRunner International technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PriceRunner International partnerships and signals
Strategic signalScale indicators6 records
Recent moves8 records
Expansion highlights5 records
PriceRunner International competitors and assessment
Company assessmentDirect peers
- Idealo: Germany-headquartered price comparison platform covering millions of products across categories including electronics, fashion, travel, and home. Direct peer to PriceRunner with comparable affiliate revenue model and similar European footprint; both compete for retailer partnerships and SEO traffic.
- Kelkoo: European price comparison and shopping platform operating in multiple countries including France, UK, Germany, Italy, Spain, and the Nordics. Closely comparable to PriceRunner on product breadth, affiliate model, and European geographic focus; both serve as third-party comparison destinations for online shoppers.
- Prisjakt: Norwegian and Nordic price comparison platform owned by Schibsted, covering electronics, home, and consumer goods. Direct Nordic peer and competitor to PriceRunner in the Scandinavian markets, with comparable product breadth and affiliate economics.
- Twenga: French price comparison and shopping platform operating across multiple European markets. Comparable to PriceRunner in cross-border European presence, affiliate revenue model, and category breadth, with strength in France and southern Europe.
Broad incumbents
- Google Shopping: Google's vertically integrated product search and price comparison service embedded directly in Google Search results. The subject of PriceRunner's $8.3B antitrust damages claim; represents the dominant structural competitor that controls the demand funnel for comparison shopping queries.
- Shopzilla: Comparison shopping network operating in the US and Europe (formerly part of E.W. Scripps / Mars). Provides product comparison and deals across broad consumer categories; comparable to PriceRunner in category breadth and affiliate referral model, with a larger US presence.
- Amazon: Global e-commerce marketplace that increasingly functions as a price discovery and comparison destination, with internal price comparison functionality and dominant organic traffic. Not a direct affiliate-revenue peer, but a structural competitor for the same consumer shopping intent that PriceRunner targets.
Regional players
- Ceneo: Leading price comparison platform in Poland covering electronics, fashion, home, and consumer goods. Comparable to PriceRunner on affiliate revenue model and broad category coverage, but focused primarily on the Polish market.
- Trovaprezzi: Italy's largest price comparison platform covering electronics, household goods, and consumer products. Closely comparable affiliate business model to PriceRunner with a primary regional focus on Italy, where PriceRunner only has app-level integration via Klarna.
Emerging players
- Pricesearcher: Product search and price comparison platform for retailers and brands, focused on data syndication and feed management. Comparable to PriceRunner in the price comparison category but with a B2B/retailer-side orientation rather than the pure consumer-facing comparison model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
PriceRunner International social profiles
Digital presencePriceRunner International financial estimates
Financial estimateRevenue estimate
Valuation estimate
PriceRunner International leadership team
Management profileNumber of profiles
Profiles1 record
PriceRunner International subsidiaries and ownership
Company hierarchySubsidiaries1 record
PriceRunner International funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PriceRunner International M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PriceRunner International
What does PriceRunner International do?
PriceRunner is a free consumer price comparison platform that aggregates and indexes pricing data from approximately 4,600 retailers across roughly 4.3 million products spanning categories such as electronics, home goods, fashion, sporting equipment, gaming, and DIY. The service surfaces offers from both partnered and non-partnered retailers without paid placement, and monetises via affiliate referral commissions when users click through to a retailer site and complete a purchase.
Is PriceRunner International a public or private company?
PriceRunner International is a private company. It is classified as corporate owned and is currently operating.
When was PriceRunner International founded?
PriceRunner International was founded in 1999. It employs 101 to 250 people.
Where is PriceRunner International based?
PriceRunner International is headquartered in Stockholm, Sweden, in the Europe region.
How does PriceRunner International make money?
One revenue line is on record: affiliate/Referral Revenue.
Who are PriceRunner International's main competitors?
Direct peers on record are Idealo, Kelkoo, Prisjakt and Twenga. Broad incumbents are Google Shopping, Shopzilla and Amazon. Regional players are Ceneo and Trovaprezzi. Pricesearcher is listed as an emerging player.
Does PriceRunner International have an API?
No public API is recorded for PriceRunner International.
What industry is PriceRunner International in?
PriceRunner International's product category is Price Comparison Platform. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of CRAFAAAI, Price Comparison/Aggregator Generalist Marketplaces. Its NAICS code is 459 and its SIC code is 5960.