PriceShape
PriceShape is a Danish SaaS platform providing real-time competitor pricing intelligence, dynamic pricing automation, and AI-driven market analytics to approximately 600 e-commerce retailers and brands including Samsung, Bosch, and Grohe across 23 countries.
- Company typePrivate
- Founded2018
- HeadquartersÅrhus, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What PriceShape does
PriceShape ApS is a Danish SaaS company that provides real-time competitor pricing intelligence and dynamic pricing automation for e-commerce retailers and brands. Founded in 2018 in Aarhus by Frederik Christiansen and Kasper Rittig Strand, the company operates a web-scraping platform that monitors more than 1.3 million webshops and 20,000 brands globally, processing approximately 4,000 product updates per second. The platform delivers competitor price monitoring, configurable dynamic pricing rules with margin floor protection, product performance analytics, and supplementary feed exports for Google Merchant Center and Google Shopping campaigns. Its technology combines automated scraping with AI and manual validation to match products with or without GTIN numbers, and the company recently added Penny, a conversational AI pricing analyst that lets users query the dataset in natural language.
The company serves two primary segments: online retailers and webshops that need to automate pricing decisions and optimize marketing spend, and brands and wholesalers that need to monitor reseller compliance and gather cross-border market intelligence. Named customers include Samsung, Bosch, Grohe, Bang & Olufsen, Marshall, Intersport, and Rituals. PriceShape distributes through direct enterprise sales supported by product specialists and dedicated Customer Success Managers, a 14-day self-serve free trial, a Shopify App Store listing for SMB reach, and a network of 15+ European marketing agency partners including Novicell and GearFreak. Pricing starts at €599 per month and scales with product count and market coverage, with subscriptions including onboarding, support, and access to feeds and integrations with ERP, PIM, and BI systems.
PriceShape bootstrapped for six years before securing its first external funding from London-based private equity firm Copilot Capital in September 2024 in a higher eight-digit Euro/USD transaction that valued the company at approximately €50 million pre-money. In September 2025 it acquired competitor pricing tool Priceindx, and in 2026 it launched the Penny AI analyst and achieved ISO 27001 certification. The company operates in 23 countries, primarily across Europe and North America, with approximately 100 employees and a presence in eight language markets.
PriceShape firmographics
Firmographics- Name
- PriceShape
- Legal name
- PriceShape ApS
- Website
- https://priceshape.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PriceShape is a Danish SaaS platform providing real-time competitor pricing intelligence, dynamic pricing automation, and AI-driven market analytics to approximately 600 e-commerce retailers and brands including Samsung, Bosch, and Grohe across 23 countries.
- Ownership category
- akta.pro rank
PriceShape industry classification
Industry- Product category
- Retail Pricing Intelligence Software
- NAICS
- Custom Computer Programming Services (541511)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where PriceShape is headquartered
LocationHeadquarters
- HQ city
- Århus
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
PriceShape business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscription: PriceShape operates on a subscription SaaS model with pricing based on the number of products tracked and markets covered. Subscriptions include platform access, customized scraping services, dedicated Customer Success Manager, product support team, and access to the Help Center.
- Professional Services: Implementation and onboarding services are provided as part of the subscription, with a four-step onboarding process guided by a Customer Success Manager.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starting tier at €599/month for basic product tracking |
| Freemium | Pay-as-you-go | 14-day free trial with full platform access |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
PriceShape product offering
Product offeringCore offering
PriceShape provides a SaaS pricing intelligence platform for e-commerce retailers and brands, delivering real-time competitor price monitoring across 1.3M+ webshops and 20,000+ brands in 23+ countries, AI-powered pricing analytics via Penny AI, and automated dynamic pricing rules with margin floor protection. The platform integrates with Shopify, ERP/PIM systems, Google Merchant Center, and major marketplaces, and includes a four-step onboarding with a dedicated Customer Success Manager.
Differentiator
Problem solved
Functional benefit
Brands
- Penny AI: AI-powered pricing analyst that turns market data into clear answers, allowing users to ask questions directly in the platform and get instant, data-driven insights on pricing decisions.
Products and services
- PriceShape Platform SaaS pricing intelligence platform that provides real-time competitor monitoring, dynamic pricing automation, and market data analytics for retailers and brands. Turns live market data into actionable insights for margin protection and pricing optimization.
- Competitor Price Monitoring Tracks competitor pricing across the market in real-time, monitoring prices, stock levels, and product details. Follows price history and performance to enable informed pricing decisions.
- Dynamic Pricing Automates price adjustments across thousands of products based on market conditions and predefined rules. Includes automatic competitor price matching, margin floor protection, and campaign pricing capabilities.
- Product Performance Monitors how individual products are selling and converting compared to market trends and competitor activity. Analyzes price, conversion rates, and stock availability for assortment optimization.
- Marketing Ad Spend Optimization Uses pricing and product data to allocate marketing budgets more efficiently. Identifies products with strong profit margins and competitive prices for focused ad spend.
- Marketplace Sales Strategy Data-driven approach for managing sales across multiple online marketplaces. Helps optimize pricing and positioning for marketplace success.
- Key Account Management Personalized dashboards with high-quality insights for account managers. Helps manage key accounts with data-driven strategies.
- Market Insights Provides complete view of competitive landscape by tracking pricing history, reseller activity, stock levels, and market trends for brand presence optimization.
- Management Reporting Report generation providing important business insights. Reports can be generated daily with customizable frequency and timing.
- Marketplace Data Insights Overview of marketplace performance across multiple channels. Manages vendor information within the platform for various marketplace feeds.
- Vendor Management Simplifies benchmarking and provides complete overview of vendors. Helps track vendor performance and compliance with pricing guidelines.
- Cross-border Data Provides clear understanding of distribution network across borders. Tracks pricing and availability across international markets.
- Penny AI Pricing Analyst AI-powered conversational assistant that turns market data into clear answers. Users ask questions in the platform and receive instant, data-driven insights showing where to act next, including market trend spotting, competitive pressure understanding, and product attention identification.
- Priceindx Acquired pricing intelligence tool that strengthens PriceShape's offering with better data and enhanced features for retailers and brands.
Quantifiable outcome
- 12x profit growth for retailers
- +4 more outcomes
Companies that use PriceShape
Customer profileNamed customers14 records
Segments2 records
Ideal customer profiles2 records
PriceShape technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability7 records
Feature5 records
PriceShape partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, flagship and minor.
- PriceindxcorePriceindx was acquired by PriceShape to deliver a stronger pricing tool, better data, and more features for retailers and brands. This acquisition strengthens PriceShape's market position and expands its product capabilities.
- NovicellcoreNovicell is a marketing agency partner that helps clients drive revenue and profits through pricing data and market insights. A success story with Novicell and GearFreak shows GearFreak's Swedish market grew by 300% by combining Novicell's expertise with PriceShape's pricing data.
- GearFreakflagshipGearFreak is a success story partner that used PriceShape data combined with Novicell's expertise to grow their Swedish market by 300%.
- Iternum DigitalminorPartner in the PriceShape partner network providing marketing agency services.
- No ZebraminorPartner in the PriceShape partner network providing marketing agency services.
- Web2mediaminorPartner in the PriceShape partner network providing marketing agency services.
- IIH NordicminorPartner in the PriceShape partner network providing marketing agency services.
- KvantumminorPartner in the PriceShape partner network providing marketing agency services.
- LazzawebminorPartner in the PriceShape partner network providing marketing agency services.
- Obsidian DigitalminorPartner in the PriceShape partner network providing marketing agency services.
- HesehusminorPartner in the PriceShape partner network providing marketing agency services.
- MooseminorPartner in the PriceShape partner network providing marketing agency services.
- River OnlineminorPartner in the PriceShape partner network providing marketing agency services.
- SearchmindminorPartner in the PriceShape partner network providing marketing agency services.
- GeniadsminorPartner in the PriceShape partner network providing marketing agency services.
- S360minorPartner in the PriceShape partner network providing marketing agency services.
- StoreisminorPartner in the PriceShape partner network providing marketing agency services.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
PriceShape competitors and assessment
Company assessmentEmerging players
- DataWeave: DataWeave provides competitive intelligence and market analytics for retail and CPG, with comparable pricing and assortment monitoring capabilities though typically more focused on emerging markets than PriceShape.
- Keepa: Keepa offers Amazon-focused price tracking and product data, partially overlapping with PriceShape's marketplace data and price monitoring capabilities but centered on Amazon ecosystem data.
Direct peers
- Wiser Solutions: Wiser offers market intelligence and competitive pricing monitoring across online retailers, brands, and marketplaces — directly comparable to PriceShape's core monitoring and dynamic pricing offerings.
- Intelligence Node: Intelligence Node delivers AI-powered competitive intelligence and dynamic pricing for retail and brands, overlapping with PriceShape on price monitoring, benchmarking, and rule-based repricing.
- Competera: Competera is a direct competitor offering AI-driven pricing intelligence and dynamic pricing for retailers and brands globally, targeting the same enterprise retail and wholesale customer base as PriceShape.
- Prisync: Prisync provides SaaS competitor price tracking and dynamic pricing automation for e-commerce retailers, competing head-to-head with PriceShape on the same product-led growth motion and SMB-to-enterprise segment.
- Omnia Retail: Omnia Retail provides dynamic pricing and competitor monitoring software for e-commerce, with a strong European presence that overlaps with PriceShape's primary European go-to-market.
- NetRivals: NetRivals is a European competitor offering price monitoring and dynamic pricing tools for retailers and brands, directly comparable to PriceShape's product set and customer segments.
Others
- Lengow: Lengow provides feed management and marketplace optimization for retailers, adjacent to PriceShape's marketplace sales strategy and supplementary feed export capabilities for Google Shopping and similar channels.
Broad incumbents
- Blue Yonder (now part of Panasonic): Blue Yonder is a large supply chain and retail planning incumbent with pricing and markdown optimization capabilities that overlap with PriceShape's dynamic pricing functionality, typically sold as part of a broader retail platform suite.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
PriceShape social profiles
Digital presencePriceShape financial estimates
Financial estimateRevenue estimate
Valuation estimate
PriceShape leadership team
Management profileNumber of profiles
Profiles6 records
PriceShape subsidiaries and ownership
Company hierarchySubsidiaries1 record
PriceShape funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PriceShape M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PriceShape
What does PriceShape do?
PriceShape provides a SaaS pricing intelligence platform for e-commerce retailers and brands, delivering real-time competitor price monitoring across 1.3M+ webshops and 20,000+ brands in 23+ countries, AI-powered pricing analytics via Penny AI, and automated dynamic pricing rules with margin floor protection. The platform integrates with Shopify, ERP/PIM systems, Google Merchant Center, and major marketplaces, and includes a four-step onboarding with a dedicated Customer Success Manager.
Is PriceShape a public or private company?
PriceShape is a private company. It is classified as private equity controlled and is currently operating.
When was PriceShape founded?
PriceShape was founded in 2018. It employs 11 to 50 people.
Where is PriceShape based?
PriceShape is headquartered in Århus, Denmark, in the Europe region.
How does PriceShape make money?
Two revenue lines are on record. SaaS Subscription is the primary driver. The others are professional Services.
Who are PriceShape's main competitors?
Emerging players on record are DataWeave and Keepa. Direct peers are Wiser Solutions, Intelligence Node, Competera, Prisync, Omnia Retail and NetRivals. Lengow is listed as an others. Blue Yonder (now part of Panasonic) is listed as a broad incumbent.
Does PriceShape have an API?
Yes. PriceShape offers API integration capabilities for connecting sales data. The platform supports fetching data directly from Google Analytics, customized sales data scripts, or via dynamic endpoint links. Data can be delivered through FTP server or dynamic endpoint links. Integration requires shop systems/ERP/PIM to support import from dynamic formats (CSV, JSON, or XML). Developer documentation is at help.priceshape.io/en.
What industry is PriceShape in?
PriceShape's product category is Retail Pricing Intelligence Software. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms. Its NAICS code is 541511.