What Omnia Retail does

Omnia Retail is a European SaaS pricing software company founded in 2012 and headquartered in Amsterdam, with a second office in Darmstadt, Germany (acquired via Patagona GmbH in 2021). It provides retailers and consumer brands with an AI-powered pricing platform that combines real-time competitor price monitoring across more than ten marketplaces and price-comparison sites (Amazon, eBay, Google Shopping, Bol, Kaufland, idealo, Tweakers, Kieskeurig, Beslist) with dynamic pricing automation, a visual Pricing Strategy Tree for rule construction, and — most recently — an agentic AI assistant called Omnia Agent that interprets pricing data on demand and explains its recommendations. The platform integrates with major ERP systems (SAP, Microtech) and the leading European e-commerce platforms (Shopware, Plentymarkets, JTL, Shopify, Magento), and extends into physical retail through electronic shelf label integration with Displaydata.

The company's ~60-person team, drawn from more than 26 nationalities, sells primarily through a direct, enterprise-led motion with inside-sales coverage of the mid-market and SMB segments; pricing is subscription-based, custom-quoted according to assortment size, number of markets, and integration scope, and is not publicly disclosed. Named customers include Samsung, Philips, L'Oréal, Kaufland, Intergamma, de Bijenkorf, Bol.com, Accell Group, Harman Kardon, and others, spanning consumer electronics, beauty, automotive, sporting goods, bicycles, and luxury retail. Omnia holds 100+ leader badges on G2 (including Retail Pricing Leader and Momentum Leader), rates 4.4/5 on G2 and 4.8/5 on Glassdoor, and self-describes as "the European leader in pricing software."

Name

Omnia Retail

Legal name

Omniaretail B.V.

Website

https://omniaretail.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

European SaaS pricing software company founded in 2012, serving retailers and consumer brands with AI-powered competitor monitoring, dynamic pricing automation, and an agentic AI assistant across 10+ marketplaces and e-commerce platforms.

Ownership category

akta.pro rank

Product category

Retail Pricing Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

General Merchandise/Department Store Omnichannel (CRAFAEAF)

akta.pro secondary industries

Beauty & Personal Care Omnichannel (CRAFAEAB), Consumer Electronics & Appliances Omnichannel (CRAFAEAC)

Keywords

• Retail pricing software
• Dynamic pricing automation
• Competitor price monitoring
• E-commerce repricing
• Agentic AI pricing

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Pricing Software: Omnia operates primarily as a SaaS subscription business. Pricing is based on product assortment size, number of markets, business size, and strategic requirements. The model includes a subscription component with pricing tiers scaled to enterprise vs. SMB segments. A free demo/trial period is offered before conversion to paid contract. Contracts typically include a minimum term with annual pricing escalation (e.g., 5% per year after first year per German GTCs).
2. Enterprise Custom Contracts: Enterprise clients receive custom pricing based on their specific requirements including product assortment size, number of markets, and feature needs. Support and Customer Success services are bundled into the subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Omnia Retail sells a SaaS-based AI-powered pricing software platform that enables retailers and brands to monitor competitor prices in real time across marketplaces, automate dynamic pricing decisions, and synchronize multi-channel pricing. The platform combines real-time market data scraping, a visual Pricing Strategy Tree for rule-building, and an agentic AI assistant called Omnia Agent that delivers explainable pricing recommendations. It integrates with major marketplaces (Amazon, eBay, Bol, Kaufland, Google Shopping, idealo), price comparison sites, e-commerce platforms, and ERP systems.

Product overview

Omnia Retail is a pricing software company offering a unified AI-powered pricing platform with modular architecture. The core offerings include Agentic Pricing (featuring Omnia Agent for AI-driven analysis), AI Pricing Software (comprehensive pricing management), AI Dynamic Pricing (automated price optimization), AI Price Monitoring (competitor tracking), and AI Price Comparison Software (market intelligence). The platform connects to multiple marketplaces including Amazon, eBay, Bol.com, Kaufland, Google Shopping, and idealo through native integrations, with custom domain scraping for any competitor website. Pricing Strategy Tree provides visual rule-building for non-technical users, while Omnia Agent delivers conversational AI insights. The company serves both Enterprise (managing millions of SKUs across markets with ERP/SAP integration) and SMB segments (quick implementation with e-commerce platform plugins). Industry-specific solutions cover Automotive, Baby Care, Electronics, Fashion, Health & Beauty, Home & Furniture, Pet Care, Sports, Pharma, and Outdoor sectors. The company acquired Patagona GmbH in 2021, integrating its Pricemonitor product into the Omnia ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Agentic Pricing AI-powered pricing platform built around Omnia Agent, an agentic AI that combines deep pricing expertise with full access to user data and market intelligence to deliver transparent, actionable pricing recommendations for retailers and brands.
• AI Pricing Software Comprehensive AI-powered pricing software that enables retailers and brands to monitor competitors, automate pricing decisions, and make faster data-driven pricing decisions across multiple channels and markets.
• AI Dynamic Pricing Dynamic pricing automation module that adjusts prices in real time based on market conditions, competitor actions, and inventory levels while maintaining control through customizable pricing rules.
• AI Price Monitoring Real-time competitor price monitoring across multiple marketplaces and channels including Amazon, eBay, Google Shopping, Bol, Kaufland, idealo, and custom domains.
• AI Price Comparison Software Price comparison tool that aggregates pricing data from competitors, resellers, comparison sites, and marketplaces including Bol, Amazon, eBay, and idealo to provide comprehensive market intelligence.
• Amazon Buy Box Repricer Automated Amazon Buy Box monitoring and repricing solution that tracks competitor prices on the Amazon marketplace and adjusts pricing to maintain Buy Box visibility.
• eBay Repricer Automated eBay repricing solution that monitors competitor prices on eBay and dynamically adjusts pricing to maintain competitive positioning.
• Google Repricer Price monitoring and adjustment tool for Google Shopping, tracking competitor prices and optimizing product visibility on Google's shopping platform.
• idealo Repricer Price monitoring and optimization tool for the idealo price comparison platform, tracking competitor prices in the German market.
• Kaufland Repricer Dynamic pricing solution for the Kaufland marketplace, enabling price monitoring and automated repricing on the German retail platform.
• Bol Repricer Automated repricing solution for Bol.com marketplace, tracking competitor prices and dynamically adjusting pricing to maintain competitive positioning.
• Tweakers Repricer Price monitoring tool for Tweakers price comparison platform in the Dutch market, tracking competitor pricing for electronics and tech products.
• Kieskeurig Repricer Price monitoring solution for the Kieskeurig price comparison platform in the Dutch market.
• Beslist Repricer Price monitoring tool for the Beslist Dutch price comparison platform, tracking competitor pricing across multiple retailers.
• Any Domain Price Monitoring Custom domain scraping capability allowing monitoring of competitor prices on any website beyond standard marketplace integrations.
• Pricemonitor Legacy price monitoring product acquired from Patagona GmbH in 2021, offering price and product information collection from various sources. Now fully migrated to the Omnia platform.

Quantifiable outcome

• McKinsey research notes digital pricing transformations can generate 2 to 7 percentage points of margin improvement
• +2 more outcomes

Named customers13 records

Segments12 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability8 records

Feature8 records

Partnerships

16 partnerships are on record, tiered core and minor.

• MicrosoftcoreTechnology or IntegrationMicrosoft Partner enabling technology and software companies worldwide to utilize Microsoft services and products including cloud services and software applications. Omnia leverages Microsoft infrastructure and can co-sell through the Microsoft partner ecosystem.
• GartnerminorGTM or Marketing PartnerGartner is a technology software comparison platform where users share firsthand experiences with products and services. Omnia maintains a presence on Gartner's platform for visibility among enterprise buyers.
• G2coreGTM or Marketing PartnerG2 is a leading software comparison platform providing ratings, comparisons, and information for B2B partnerships and services. G2 ratings come from software users sharing firsthand experiences. Omnia holds 100+ leader badges on G2.
• HorváthcoreImplementation/ SI/ Consulting PartnerHorváth is a multinational consulting firm with offices in Europe and the US specializing in Performance Pricing Management and Transformation with strong financial expertise, implementation competence, supported by Data Science and specific system knowledge. Horváth enables customers to optimize pricing strategies for future profitability and growth.
• KearneycoreImplementation/ SI/ Consulting PartnerKearney is a global management consulting firm working with companies focused on IT and software products or services. Kearney helps clients achieve commercial and strategic goals including governments, non-profits, and private enterprises.
• CapterraminorGTM or Marketing PartnerCapterra is a software comparison platform offering infographics, ratings, and reviews of business software for companies seeking user experiences.
• Commercieel VerbeterenminorGTM or Marketing PartnerCommercieel Verbeteren supports small and medium-sized businesses in improving their business strategy with over 10 years of experience.
• AdwiseminorGTM or Marketing PartnerAdwise is a full-service internet marketing agency specializing in strategy, online marketing, and web development.
• ShopwarecoreTechnology or IntegrationShopware is Germany's most well-known and popular shop system for e-commerce companies wanting to create their own online shop. Many services have direct plugins to Shopware for data exchange. Omnia offers a Shopware plugin for seamless integration.
• plentymarketscoreTechnology or Integrationplentymarkets is a shop system for e-commerce companies specialized in omnichannel distribution strategy. Omnia offers a Plentymarkets plugin for data integration.
• JTLcoreTechnology or IntegrationJTL is a German shop system offering software products for e-commerce companies. Omnia offers a JTL plugin for seamless integration.
• ShopifycoreTechnology or IntegrationShopify is one of the world's most popular shop systems offering a complete solution for brands and retailers to create online shops, market products, manage customer communication, and use insights for strategy. Partnership enables integration for Shopify merchants.
• E-Commerce EuropeminorGTM or Marketing PartnerE-Commerce Europe represents the interests and progress of the entire e-commerce community across Europe. The organization represents more than 150,000 online retail companies in legislation with the goal of improving conditions for sellers and buyers alike.
• bevh (Bundesverband E-Commerce und Versandhandel)minorGTM or Marketing Partnerbevh offers information for e-commerce companies and employees, networking events, and access to studies. It also represents all members of the e-commerce industry regarding best practices and legislation.
• Thuiswinkel.orgminorGTM or Marketing PartnerThuiswinkel.org is the leading inspiring e-commerce network in the Netherlands helping businesses and e-retailers selling products and/or services, as well as companies and their employees, to be more successful. Omnia joined as a business partner enabling access to market research and annual certification that strengthens reputation with Dutch e-retailers.
• IMRG (UK)minorGTM or Marketing PartnerIMRG is dedicated to e-commerce growth and helps online retailers and brands understand and improve their online performance. IMRG is the largest British e-commerce association. Partnership improves Omnia's internal knowledge of retail and e-commerce trends.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Competera: Competera is a direct competitor offering an AI-driven pricing platform for retailers and brands, covering dynamic pricing, price optimization, and competitive intelligence. Like Omnia, it serves enterprise retail customers across multiple verticals with a SaaS model.
• Prisync: Prisync is a competitor price tracking and dynamic pricing SaaS serving SMB and mid-market e-commerce merchants globally. It overlaps with Omnia's price monitoring and dynamic pricing modules and shares a similar SMB-friendly GTM motion.
• Profitero: Profitero is a SaaS analytics platform providing e-commerce pricing, content, and shelf-monitoring intelligence for brands and retailers. It directly competes with Omnia in competitive price intelligence and brand-side D2C pricing management for enterprise customers.
• PricingHUB: PricingHUB is a dynamic pricing optimization platform for retailers focused on margin and stock-driven price recommendations. It overlaps Omnia's dynamic pricing module and serves a similar European retailer base.
• BlackCurve: BlackCurve offers pricing optimization software that uses competitor data and AI to recommend optimal prices for retailers. It is a smaller, focused competitor in the same retail pricing software category where Omnia competes, primarily serving UK and European retailers.
• Wiser Solutions: Wiser provides retail price intelligence and competitive monitoring software for brands and retailers, with strong coverage of marketplace and brick-and-mortar data. It directly overlaps Omnia's price-monitoring and competitive intelligence capabilities, particularly for omnichannel retailers.
• PRICEO (formerly Minderest): PRICEO is a European price intelligence and dynamic pricing SaaS platform serving retailers and brands across multiple markets. It directly competes with Omnia in price monitoring and competitive intelligence, with particular strength in the Spanish and broader European retail markets.

Emerging players

• Helium 10: Helium 10 is an all-in-one SaaS platform for Amazon and Walmart sellers, including repricing, keyword tracking, and product research. It competes at the SMB Amazon-seller end of Omnia's market with overlapping repricing capabilities.
• Feedvisor (Walmart): Feedvisor (acquired by Walmart) is an algorithmic repricing and advertising optimization platform for Amazon sellers. It overlaps Omnia's Amazon Buy Box Repricer module but is narrower in scope (Amazon-only) and bundled with Walmart's broader seller ecosystem.

Broad incumbents

• Dynamic Yield (Mastercard): Dynamic Yield, acquired by Mastercard, is a personalization and optimization engine spanning pricing, recommendations, and A/B testing for enterprise retailers. It overlaps Omnia's pricing optimization capability but offers a broader personalization suite as part of Mastercard's commerce stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/omnia-retail
• Xx.com/OmniaRetail

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Omnia Retail