Karma

What Karma does

Karma Shopping Ltd. is a Tel Aviv-headquartered, privately-held consumer technology company that operates an AI-powered shopping assistant delivered through a free browser extension (Chrome, Edge, Firefox, Safari) and mobile apps (iOS, Android). The product targets individual online shoppers and combines three core capabilities: automatic coupon-code testing and application at checkout across 100,000+ stores, unlimited product price tracking with 24-hour price-drop alerts and 90-day price history, and a Coins-based cashback rewards program (1,000 Coins = US$1.00, redeemable via PayPal or gift cards above a 30,000-Coin threshold). Karma claims 6.5 million users, 20,000+ retailer partnerships (including Nordstrom, Amazon, ASOS, Apple, SSENSE, Farfetch, Macy's, Target, and Nike), $260 million+ in cumulative user savings, an average $482 in annual user savings, and $126 in average cashback per user.

Underlying technology centers on a coupon-success-rate ranking engine that tests codes in order of likelihood and applies the best working code automatically, supported by a daily-updated database of verified codes. The mobile app adds a credit card rewards comparison tool and gamified Rewarded Activities (games, surveys) that drive Coin earnings. Karma also sells an Embedded Loyalty B2B platform enabling partners to embed Karma's rewards technology into their own properties. Karma Shopping Ltd. (formerly Shoptagr Ltd.) was founded in 2015, rebranded in October 2021, and is incorporated in Israel with wholly-owned subsidiaries Karma Shopping Inc. (US) and Karma Shopping UK Ltd. (UK).

Revenue is generated primarily through affiliate commissions earned when users transact through Karma's tracked links across 20,000+ retailer partner programs, supplemented by the sale of aggregated, anonymized browsing data to advertisers, marketers, and market-measurement firms. Karma monetizes via networks including Rakuten Marketing, AWIN, Commission Junction, Impact Radius, Pepperjam, and SkimLinks. Go-to-market is product-led and self-serve — users discover and install the extension organically through the Chrome Web Store and mobile app stores, with no sales motion. The company has raised approximately $33.9 million in disclosed funding, including a $25 million Series A in October 2021 led by Target Global with participation from MoreTech Ventures.

Name

Karma

Legal name

Karma Shopping Ltd.

Website

https://karmanow.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Karma is an AI-powered shopping assistant delivered as a free browser extension and mobile app, serving 6.5 million individual online shoppers with automatic coupon testing, unlimited price tracking with alerts, and a cashback rewards program across 100,000+ stores and 20,000+ retailer partners.

Ownership category

akta.pro rank

Product category

Shopping Assistant Software

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Computer & Computer Software Stores (5734), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Shopping assistant software
• Coupon browser extension
• Price tracking tool
• Cashback rewards platform
• Affiliate savings app

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Affiliate Commissions: Karma earns affiliate commissions from retailers when users make purchases through Karma's links. The company works with third-party online stores through affiliate marketing programs. When users click on links, save items, click on advertising links, or purchase items, Karma may earn commissions from its business partners. This is the primary revenue stream.
2. Data Monetization (Aggregated): Karma sells aggregated, anonymized web browsing data collected from extension users to business partners including companies in the advertising, marketing, data analytics, market measurement sectors, and brands/eCommerce vendors. This data is filtered and aggregated and does not include personal information.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Karma provides a free AI-powered shopping assistant delivered as a browser extension (Chrome, Edge, Firefox, Safari) and mobile apps (iOS, Android). It automatically finds and tests coupon codes at checkout, monitors prices on saved products with drop alerts, and pays users cashback rewards (Coins) on purchases at 100,000+ supported online retailers. It also offers an Embedded Loyalty B2B platform for partners.

Product overview

Karma is an AI-powered online shopping assistant offered as a browser extension and mobile app. The core product combines three main capabilities: automatic coupon finding and application at checkout, price tracking with drop alerts across unlimited products, and a rewards program (Coins) offering cashback and gift card redemptions. Additional features include credit card comparison, price history charts, and a Surprise Box promotion game. The company also offers an Embedded Loyalty B2B platform for partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Karma Browser Extension A free browser extension for Chrome, Edge, Firefox, and Safari that automatically finds and applies coupon codes at checkout, tracks prices on saved products, and offers cashback rewards at 100,000+ stores. Designed for individual online shoppers.
• Karma Mobile App (iOS & Android) A free mobile app for iOS and Android offering price tracking, automatic coupon finding, cashback rewards, credit card comparison, and saved-item management for shopping on the go.
• Rewards Program (Coins) A points-based rewards program where users earn Coins on Qualifying Purchases and through Rewarded Activities; Coins can be redeemed for PayPal cash withdrawals (1,000 Coins = $1.00) or gift cards with a 30,000 Coin minimum redemption threshold.
• Embedded Loyalty A B2B solution that allows online retailers and digital platforms to embed Karma's loyalty, cashback, and rewards technology directly into their own platforms to drive customer acquisition and retention.

Quantifiable outcome

• Users save an average of $482 per year
• +4 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• 20,000+ RetailerscoreChannel Partner/ Reseller/ DistributorKarma has partnered with over 20,000 retailers including Nordstrom, Amazon, ASOS, Apple, SSENSE, Farfetch, Macy's, Target, and Nike. Users earn cashback when shopping at these retailers through Karma's links.
• Rakuten MarketingminorChannel Partner/ Reseller/ DistributorAffiliate marketing partner listed in Karma's privacy policy as a data controller. Located at 215 Park Avenue, 2nd floor, New York, NY, USA.
• AWINminorChannel Partner/ Reseller/ DistributorAffiliate marketing network partner for tracking and commissions. Located at Eichhornstraße 3, 10785 Berlin, Germany.
• Commission JunctionminorChannel Partner/ Reseller/ DistributorAffiliate marketing partner for commission tracking. Located at 530 E Montecito Street, Santa Barbara, CA 93103, USA.
• Impact RadiusminorChannel Partner/ Reseller/ DistributorAffiliate marketing and attribution partner. Located at 223 E. De La Guerra St., Santa Barbara, CA 93101, USA.
• PepperjamminorChannel Partner/ Reseller/ DistributorAffiliate marketing partner for performance-based advertising. Located at 555 E North Ln, Conshohocken, PA 19428, USA.
• Target (Affiliate Partner)minorChannel Partner/ Reseller/ DistributorListed as affiliate partner in Karma's data controllers list. Located at 233 East De La Guerra, Santa Barbara, California, USA 93101.
• SkimLinksminorChannel Partner/ Reseller/ DistributorAffiliate content monetization partner. Located at 52 Bevenden Street, London N1 6BL, UK.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Slickdeals: Slickdeals is a community-driven deals and coupons platform where users share and vote on the best offers. It competes with Karma for share-of-mind on deal discovery, particularly in the US market, though its model is more editorial/community than automated.
• CamelCamelCamel: CamelCamelCamel is a free Amazon-focused price tracker offering price history charts and drop alerts. It is a long-standing direct competitor specifically to Karma's price-tracking feature for the Amazon segment.
• Capital One Shopping: Capital One Shopping (formerly Wikibuy) is a browser extension offering coupon finding, price comparison, and rewards — virtually the same product as Karma. Owned by Capital One, giving it a financial-services parent and large distribution through credit card holders.
• DealMoon: DealMoon is a deals, coupons, and cashback platform with strong international presence (US, China, Europe). It competes with Karma in the deals-discovery and cashback category, particularly among bilingual and international shopper segments.
• Keepa: Keepa is a price-tracking service focused primarily on Amazon, offering historical price charts and drop alerts. It competes directly with Karma's price tracking feature, particularly for power Amazon shoppers, and is frequently cited alongside Karma in comparison content.
• RetailMeNot: RetailMeNot is a long-established coupon and deals platform offering digital codes, cashback offers, and in-store deals. It overlaps with Karma's coupon-finding and cashback features, though it leans more on web/app than browser extension.
• Honey (PayPal): Honey is a browser extension that automatically finds and applies coupon codes at checkout, plus offers price tracking and rewards — feature-by-feature the closest direct competitor to Karma. Acquired by PayPal for ~$4B in 2020, giving it unmatched distribution through PayPal's checkout ecosystem.
• Coupons.com (Quotient Technology): Coupons.com is a digital coupon platform (now part of Neptune Retail Solutions after Quotient's acquisition) that distributes manufacturer coupons online and via app — a direct competitor in the digital coupon aggregation space that Karma operates in.
• Rakuten: Rakuten operates a global cashback and coupon platform via browser extension and website, directly competing with Karma in the same category with similar affiliate-driven economics. Rakuten is the largest dedicated cashback competitor and serves as the benchmark for Karma's category.

Emerging players

• GoCashback: GoCashback is a cashback shopping platform operating in multiple markets (US, UK, Canada, India) with a similar affiliate-commission model to Karma. Smaller scale than Karma but directly comparable in product and business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/shopwithkarma
• Facebookfacebook.com/shopwithkarma
• LinkedInlinkedin.com/company/karma-assistant

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds7 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Karma