Pricerunner
PriceRunner is a price comparison platform, founded in 1999 and acquired by Klarna in 2022, that aggregates pricing data on 8.5 million products across 4,900-6,100 retailers in 14 countries, monetizing through advertising and merchant services to free consumer users.
- Company typePrivate
- Founded1999
- HeadquartersUnterhaching, Germany
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Pricerunner does
PriceRunner is a price comparison platform founded in 1999 and headquartered in Stockholm, Sweden, operating as a wholly-owned subsidiary of Klarna since its 2022 acquisition (via Klarna Technologies AB). The platform aggregates product listings and pricing data from approximately 4,900-6,100 retailers across 14 countries (13 European markets plus the United States), covering 8.5 million products across 15 main verticals including electronics, home and interior, garden, toys, gaming, phones, photography, clothing, sports, health, and DIY. The core technology is a price comparison search engine that indexes merchant catalogs, daily-scans millions of SKUs for deals, surfaces 30-day price averages, and structures product data into hundreds of subcategories.
The business model is a product-led, free-for-consumer platform monetized through advertising and merchant services. Revenue streams include paid advertising placements for retailers in search results and product listings, merchant registration and listing fees via a self-service portal, branded content placements (sponsored blog content and deal features from advertisers such as Nike, Samsung, Apple, ManoMano, The Range, Westwing, and Wilko), and API/widget licensing for merchants and partners integrating price comparison into their own properties. Following the Klarna acquisition, PriceRunner surfaces Pay in 3 and financing options at the point of consumer redirect to retailer checkouts, embedding Klarna's payment stack into the comparison journey.
Go-to-market is primarily self-serve: consumer acquisition runs through SEO-optimized category pages, a daily deals page, and a blog; merchant and brand acquisition runs through self-service registration portals (Merchant Dashboard, Brand Portal) and a partner API. Distribution channels are exclusively digital (web platform, merchant dashboard, brand portal, partner API, and embeddable widgets). The company operates under Klarna Technologies AB as its legal entity, serves a horizontal consumer base across price-sensitive shoppers, and serves retailers and brands as its B2B segment.
Pricerunner firmographics
Firmographics- Name
- Pricerunner
- Legal name
- Klarna Technologies AB
- Website
- https://pricerunner.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PriceRunner is a price comparison platform, founded in 1999 and acquired by Klarna in 2022, that aggregates pricing data on 8.5 million products across 4,900-6,100 retailers in 14 countries, monetizing through advertising and merchant services to free consumer users.
- Ownership category
- akta.pro rank
Pricerunner industry classification
Industry- Product category
- Price Comparison
- akta.pro primary industry
- Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)
- akta.pro secondary industries
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Comparison Shopping & Price Discovery Portals (BPAMAAAJ)
Keywords
Where Pricerunner is headquartered
LocationHeadquarters
- HQ city
- Unterhaching
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Pricerunner business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations
Revenue model
- Advertising Services for Merchants: Retailers and brands pay to advertise products on the platform, appearing in search results and product listings.
- Merchant Registration and Listings: Online registration portal for shops and brands to list products on the platform, generating merchant/listing fees.
- Brand Advertising: Branded content and sponsored product placements for brands like Nike, Samsung, and Apple featured on the platform.
- Widgets and API Services: Provides widget tools and API access for merchants and brands to integrate PriceRunner services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free for Consumers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Pricerunner product offering
Product offeringCore offering
PriceRunner operates a free consumer price comparison platform that aggregates product listings and pricing data from 4,900-6,100 retailers across 14 countries, covering 8.5 million products in categories including electronics, home, garden, clothing, sports, and toys. The platform surfaces a daily deals feed, supports comparison of specifications and prices, and integrates Klarna payment options (including Pay in 3) on redirect to merchants. Revenue is generated on the supply side through advertising, merchant listings, and API/widget licensing.
Product overview
PriceRunner operates as a comprehensive price comparison platform that aggregates and displays product pricing data from over 4,900 UK retailers across 8.5 million products. The core platform enables consumers to search, compare prices, and find deals across diverse categories including electronics, home & interior, garden, toys, gaming, phones, photography, sports, clothing, health, beauty, and DIY. The platform offers a Deals & Sale Tracker feature that monitors millions of products daily to surface discounted items. PriceRunner also provides a Blog for shopping insights, plus partner tools including a Merchant Dashboard, Widgets, and Partner API for retailers and developers to integrate with the platform. The service is entirely free for consumers and became part of Klarna in 2022.
Differentiator
Problem solved
Functional benefit
Products and services
- PriceRunner Price Comparison Platform Free consumer-facing price comparison platform aggregating listings and pricing from over 4,900 UK retailers and 6,100+ stores in the deals feed, covering 8.5 million products across categories including electronics, home and interior, garden, kids, toys, gaming, phones, sound and TV, photography, clothing, health and beauty, sports, DIY, and motor transport. Consumers search, compare prices, view product specifications, and are redirected to partner retailers to complete purchase, with Klarna Pay-in-3 and financing options surfaced at checkout.
- PriceRunner Deals and Sale Tracker Real-time sale tracking page that monitors millions of products daily to display current lowest sale prices, compare against 30-day averages, and highlight discounted items across 6,100+ UK stores. Supports filtering by discount percentage, price range, category, retailer, and brand.
- PriceRunner Partner API Developer-facing API that enables merchants, brands, and partners to register shops, access product catalogs, retrieve pricing and comparison data feeds, and integrate PriceRunner's comparison functionality into their own platforms.
- PriceRunner Widgets Embeddable widgets provided to advertisers and partners to display product comparisons and pricing information on third-party websites.
- PriceRunner Merchant Dashboard Self-service portal for retailers to register on the platform, manage product listings, track performance, and run advertising campaigns to reach shoppers comparing prices.
Quantifiable outcome
- Compare prices on 8.5 million products
- +1 more outcomes
Companies that use Pricerunner
Customer profileSegments3 records
Ideal customer profiles2 records
Pricerunner technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pricerunner partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
Pricerunner competitors and assessment
Company assessmentDirect peers
- Idealo: Idealo is a leading European price comparison platform headquartered in Berlin, operating across multiple European markets including the UK. Like PriceRunner, it aggregates prices from thousands of retailers across electronics, fashion, home, and travel, monetizing via CPC advertising and merchant listings.
- Kelkoo Group: Kelkoo is a European price comparison and shopping platform operating across multiple countries with similar product coverage and merchant monetization model to PriceRunner. It is one of the closest direct competitors in the EU comparison-shopping space.
- Heureka Group: Heureka is a leading Central and Eastern European price comparison platform operating in Czechia, Slovakia, Hungary, Romania, and other markets. While more regional than PriceRunner, it shares the same core model of price aggregation, deal discovery, and merchant CPC monetization.
- Shopzilla: Shopzilla, operated under Connexity by Sovrn, is a US-based price comparison network for products across categories including electronics, home, and fashion. It operates a similar CPC-driven comparison model targeting merchants seeking performance-based traffic.
- PriceGrabber: PriceGrabber is a US-based comparison shopping site operating across consumer electronics, home, and apparel categories. It uses a similar merchant listing and CPC advertising model, historically competing head-to-head with PriceRunner in European and US markets.
- Bizrate: Bizrate historically operated a direct comparison shopping platform competing with PriceRunner, particularly in the UK market, and is now integrated with Shopzilla/Connexity. It uses similar merchant CPC models and category coverage across consumer goods.
Broad incumbents
- Google Shopping: Google Shopping is the dominant comparison-shopping destination globally, integrated directly into Google Search results. While not a standalone comparison site, it overlaps heavily with PriceRunner's value proposition and benefits from default search placement and free product listings.
- Yahoo Shopping: Yahoo Shopping is a broader comparison-shopping destination operated by Yahoo within its content ecosystem. It offers overlapping price-comparison functionality across consumer goods as part of a wider digital media portfolio rather than a focused comparison platform.
Regional players
- Twenga: Twenga is a French-headquartered price comparison and product discovery platform operating across Europe. It shares PriceRunner's merchant-listing model but is most relevant as a regional competitor in continental European markets where PriceRunner's coverage overlaps.
Emerging players
- Camelcamelcamel: Camelcamelcamel is a price-tracking and comparison site focused specifically on Amazon product price history and alerts. It represents an emerging single-vendor comparison model that competes with PriceRunner's category coverage for price-conscious shoppers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pricerunner social profiles
Digital presencePricerunner financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pricerunner leadership team
Management profileNumber of profiles
Pricerunner funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pricerunner 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 Pricerunner
What does Pricerunner do?
PriceRunner operates a free consumer price comparison platform that aggregates product listings and pricing data from 4,900-6,100 retailers across 14 countries, covering 8.5 million products in categories including electronics, home, garden, clothing, sports, and toys. The platform surfaces a daily deals feed, supports comparison of specifications and prices, and integrates Klarna payment options (including Pay in 3) on redirect to merchants. Revenue is generated on the supply side through advertising, merchant listings, and API/widget licensing.
Is Pricerunner a public or private company?
Pricerunner is a private company. It is classified as corporate owned and is currently operating.
When was Pricerunner founded?
Pricerunner was founded in 1999. It employs 51 to 100 people.
Where is Pricerunner based?
Pricerunner is headquartered in Unterhaching, Germany, in the Europe region.
How does Pricerunner make money?
Four revenue lines are on record. Advertising Services for Merchants are the primary driver. The others are merchant Registration and Listings, brand Advertising and widgets and API Services.
Who are Pricerunner's main competitors?
Direct peers on record are Idealo, Kelkoo Group, Heureka Group, Shopzilla, PriceGrabber and Bizrate. Broad incumbents are Google Shopping and Yahoo Shopping. Twenga is listed as a regional player. Camelcamelcamel is listed as an emerging player.
Does Pricerunner have an API?
Yes. PriceRunner offers an API for partners and merchants to access product data, pricing information, and comparison features. The API enables developers to register and build integrations with PriceRunner's platform. Developers can access product catalogs, pricing data, and comparison functionality through the partner API. Developer documentation is at www.pricerunner.com/register/api.
What industry is Pricerunner in?
Pricerunner's product category is Price Comparison. Its primary akta.pro industry code is CRAFAAAI, Price Comparison/Aggregator Generalist Marketplaces, with a secondary code of BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms.