Let's deal
Let's deal is a Nordic deal marketplace (Sweden and Norway) with 1.7M+ members, aggregating 4,000+ daily deals across local services, products, travel, and discount codes, and earning a 2-5% administrative fee per transaction.
- Company typePrivate
- Founded2010
- HeadquartersGöteborg, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Let's deal does
Let's deal (Let's deal AB) is a Nordic deal marketplace founded in 2010 and headquartered in Göteborg, Sweden, operating letsdeal.se (Sweden) and letsdeal.no (Norway) with a stated 1.7M+ member base. The company aggregates over 4,000 active deals daily across local services (restaurants, beauty, wellness, activities), physical products, travel packages, and digital discount codes, marketed through its own website, iOS/Android apps, daily email newsletter (100K opens), social channels (120K+ followers), and 10M+ monthly ad impressions. The platform operates a two-sided marketplace model where local merchants and service providers submit deals through a partner application process and pay an administrative fee (2-5% of sale amount) on completed transactions.
The underlying technology stack combines a custom deal marketplace platform with Algonomy's third-party personalization engine, geolocation-based local deal targeting, Klarna Checkout as the exclusive payment processor, and a multi-vendor marketing and analytics infrastructure (Google Analytics, Firebase, Hotjar, Google Optimize 360, Google Ads, Facebook Ads, TikTok, Criteo, Appnexus). Travel deals are operated through a partnership with TripX Travel AB, which acts as the technical producer. The company has no disclosed subsidiaries, no public listing, and no recent venture or growth equity funding rounds beyond Schibsted Growth's 2011 investment; ownership remains private with founders and undisclosed stakeholders.
Customer base is heavily SMB-weighted and long-tail, with 350 MSEK in annual transaction volume running through the platform. Strategic partnerships include Klarna (payments), TripX Travel AB (travel technology), Nordic Wellness (enterprise fitness distribution with Epassi integration), and Hallon.se (telecom partner page). The company positions itself as Nordens största dealsajt (Nordic's largest deal site) and pursues a horizontal marketplace segmentation strategy, with management led by CEO Fredrik Dobber and co-founder/CTO Lars Karlsson.
Let's deal firmographics
Firmographics- Name
- Let's deal
- Legal name
- Let's deal AB
- Website
- https://letsdeal.se
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Let's deal is a Nordic deal marketplace (Sweden and Norway) with 1.7M+ members, aggregating 4,000+ daily deals across local services, products, travel, and discount codes, and earning a 2-5% administrative fee per transaction.
- Ownership category
- akta.pro rank
Let's deal industry classification
Industry- Product category
- Daily Deals Marketplace
- NAICS
- General Merchandise Retailers (455)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
- akta.pro secondary industry
- Online Closeout & Liquidation Marketplaces (CRAEAFAF)
Keywords
Where Let's deal is headquartered
LocationHeadquarters
- HQ city
- Göteborg
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Let's deal business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure
Revenue model
- Transaction Commission (Administrative Fee): Let's deal charges an administrative fee on each deal purchased through the platform. The fee is typically 2-5% of the sale amount (before fees and taxes), though it can be lower or higher depending on the specific deal.
- Deal Sales Revenue: Revenue generated from the sale of deals to consumers. In some cases Let's deal acts as the seller of record (especially for products), while in other cases they function as a marketing channel and intermediary for third-party partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard deal pricing with administrative fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Let's deal product offering
Product offeringCore offering
Let's deal operates a Nordic deal marketplace that aggregates discounted offers from local merchants and partners across categories including restaurants, beauty, wellness, activities, travel, and physical products. Consumers browse and purchase deals via the web platform and mobile apps (letsdeal.se and letsdeal.no), then redeem vouchers at partner locations or receive products. The company monetizes via an administrative fee (typically 2-5% of the sale amount) charged to merchants/partner businesses on each transaction.
Product overview
Let's deal is a Nordic deal marketplace and marketing platform operating in Sweden (letsdeal.se) and Norway (letsdeal.no) since 2010. The platform consists of a web-based marketplace, native mobile apps for iOS and Android, and a dedicated travel booking service (Let's deal Travel) powered by TripX Travel AB. The core platform aggregates deals across multiple categories: Local Deals (lokalt) for services like beauty treatments, restaurants, and activities; Products (produkter) for physical goods with fast delivery; Travel & Hotels (resor) for vacation packages, cruises, and accommodations; and Discount Codes (rabattkoder) for promotional offers. The Let's Eat sub-brand specifically covers restaurant dining deals. The company serves over 1.7 million members and markets more than 4,000 active deals daily, with annual revenue exceeding 350 MSEK.
Differentiator
Problem solved
Functional benefit
Products and services
- Let's deal Platform (Web) Nordic deals marketplace platform accessible at letsdeal.se (Sweden) and letsdeal.no (Norway), offering discounted deals across local services, restaurants, beauty, wellness, travel, physical products, and discount codes for individual consumers.
- Let's deal Mobile App Native mobile applications for iOS and Android that let users browse, favorite, and purchase deals on the go, with push notifications for new offers.
- Let's deal Travel Travel booking service offering discounted package travels, hotels, flights, ferry crossings, and cruises to Swedish consumers. Operated under TripX Travel AB's travel terms as the technical producer.
Quantifiable outcome
- Risk-free marketing: Partners only pay when customers are delivered (administrative fee on sales only)
- +1 more outcomes
Companies that use Let's deal
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Let's deal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature2 records
Let's deal partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- TripX Travel ABcoreTechnical producer of 'Let's deal Travel' service. TripX provides the technology infrastructure for booking travel deals including flights, hotels, and package tours. Let's deal Travel operates under TripX's travel terms.
- Nordic WellnesscoreFitness center chain offering gym memberships and friskvård (wellness) benefits. Let's deal serves as a distribution channel for Nordic Wellness memberships, with dedicated support categories including Epassi integration, membership activation, and receipt management.
- Hallon.seminorPartner page integration on Let's deal platform for telecom/mobile services. Referenced in promotional banners.
- KlarnacorePayment service provider for Klarna Checkout, offering customers payment options including invoice, direct payment, installment plans, and card payments. Let's deal uses Klarna as the exclusive payment processor.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Let's deal competitors and assessment
Company assessmentDirect peers
- Groupon: The original global daily-deals marketplace, connecting local merchants with discounted offers to consumers. Directly comparable business model (transaction-fee marketplace) and consumer proposition as Let's deal, though Groupon operates at far broader global scale.
- RetailMeNot: Digital coupon and deals platform aggregating discount offers from retailers and brands. Comparable as a deals marketplace with consumer-facing app/web properties and merchant supply; overlaps with Let's deal's Rabattkoder (discount codes) and Produkt categories.
- Slickdeals: Community-driven deals and coupons platform with strong user-generated deal submission. Directly comparable deal-discovery model; Let's deal's combination of curated partner deals and discount codes parallels Slickdeals' offer mix.
- Travelzoo: Travel and local deals publisher offering discounted travel packages, hotel stays, and local experiences. Comparable to Let's deal's Travel and Lokalt categories, with a similar editorial curation of partner offers and consumer-facing deal discovery.
- LetsBonus: Daily deals marketplace with historical operations in Spain and Italy (originally a Rocket Internet–backed Groupon clone). Closely mirrors Let's deal's marketplace model and category mix (restaurants, beauty, travel).
- LivingSocial: Historical Groupon competitor offering daily deals on local experiences, restaurants, and travel. Now significantly diminished but a near-exact functional analog to Let's deal's original marketplace model.
- Kelkoo Group: European price-comparison and deals marketplace originally founded in France, with European brand presence. Comparable marketplace-led approach to monetizing local and online merchant offers, though oriented more to price comparison than daily discounting.
Broad incumbents
- Honey Science (PayPal): Browser-based deals, coupons, and cashback platform owned by PayPal. Operates broadly in the deals/cashback category at global scale and competes for consumer mindshare in discount-code discovery, an area Let's deal also addresses via Rabattkoder.
Regional players
- VoucherCodes (by RetailMeNot): UK-focused digital voucher codes and deals site. Comparable as a regional voucher/deals marketplace — same category overlap as Let's deal's Rabattkoder and Lokalt, but operating only in the UK market versus Let's deal's Nordic footprint.
Others
- Schibsted: Nordic media group and investor in Let's deal via Schibsted Growth. Operates extensive Nordic digital marketplaces (Finn, Avanza, etc.) creating potential cross-distribution and strategic optionality for Let's deal, while also being a related-party counterparty that influences platform strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Let's deal social profiles
Digital presenceLet's deal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Let's deal leadership team
Management profileNumber of profiles
Profiles4 records
Let's deal funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Let's deal 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 Let's deal
What does Let's deal do?
Let's deal operates a Nordic deal marketplace that aggregates discounted offers from local merchants and partners across categories including restaurants, beauty, wellness, activities, travel, and physical products. Consumers browse and purchase deals via the web platform and mobile apps (letsdeal.se and letsdeal.no), then redeem vouchers at partner locations or receive products. The company monetizes via an administrative fee (typically 2-5% of the sale amount) charged to merchants/partner businesses on each transaction.
Is Let's deal a public or private company?
Let's deal is a private company. It is classified as venture growth investor backed and is currently operating.
When was Let's deal founded?
Let's deal was founded in 2010. It employs 1 to 10 people.
Where is Let's deal based?
Let's deal is headquartered in Göteborg, Sweden, in the Europe region.
How does Let's deal make money?
Two revenue lines are on record. Transaction Commission (Administrative Fee) is the primary driver. The others are deal Sales Revenue.
Who are Let's deal's main competitors?
Direct peers on record are Groupon, RetailMeNot, Slickdeals, Travelzoo, LetsBonus, LivingSocial and Kelkoo Group. Honey Science (PayPal) is listed as a broad incumbent. VoucherCodes (by RetailMeNot) is listed as a regional player. Schibsted is listed as an others.
Does Let's deal have an API?
No public API is recorded for Let's deal.
What industry is Let's deal in?
Let's deal's product category is Daily Deals Marketplace. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of CRAEAFAF, Online Closeout & Liquidation Marketplaces. Its NAICS code is 455 and its SIC code is 5331.