Shopping24 Internet Group
Shopping24 is a Hamburg-based commerce advertising platform that connects 1,000+ online shops with 200+ publishers via CPC-based product recommendations across 9 European countries, operating within the mrge group backed by Waterland.
- Company typePrivate
- Founded2008
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Shopping24 Internet Group does
Shopping24 Gesellschaft für multimediale Anwendungen mbH is a Hamburg-based commerce advertising company founded in 2008, operating as shopping24 commerce network. The company runs a CPC-based platform that connects online retailers and advertisers (1,000+ shop partners) with website publishers (200+ partners) through product recommendation and comparison shopping services. Its core technology stack comprises proprietary recommendation engines — recomAD Search (search-based product recommendations) and recomAD Data (data-driven recommendations) — delivered via multiple integration methods including a REST API, CSV export, JavaScript Widgets, and a mobile SDK. Conversion tracking is handled through partner pixels and AWIN as the default affiliate-network tracker. For the advertiser side, shopping24 operates Google Comparison Shopping Service (CSS) Premium Partner integration and a product listing service to increase traffic to retail clients' online shops.
The company monetizes through usage-based, category- and device-specific CPC billing. Pricing is differentiated between Desktop/Tablet and Mobile, with advertisers setting budgets that the provider uses commercially reasonable efforts to honor; publishers receive either revenue share or CPC commissions subject to a EUR 100 minimum payment threshold. Distribution is hybrid: direct self-service partner portals for advertisers and publishers sit alongside indirect onboarding through 10+ affiliate networks, and managed account services are offered for partners requiring hands-on support. Customer segments are publishers (editorial sites, lifestyle portals, comparison platforms seeking monetization) and shops/advertisers (e-commerce operators in Fashion, Lifestyle, Home & Living, and Technology verticals). Annual operating scale includes 1.5 million facilitated orders, 60 million products in the catalog, and roughly 10 million monthly social impressions.
Since 2021, shopping24 has operated as a wholly-owned subsidiary of mrge (formerly YK Group), a global commerce advertising platform connecting 5,500+ publishers, 50,000+ advertisers, and 100+ networks across 160+ countries. mrge itself is majority-owned by the private equity firm Waterland. Shopping24's geographic footprint spans 9 European countries through 10 product search portals (shopping24.de, fashion24.de, living24.de, discount24.de, einkaufen24.ch, shoparound.at, shoparound.nl, shoparound.fr, thundershopping.co.uk, shoparound.dk, shoparound.pt, yalook.it), with day-to-day operations run by 60+ staff in Hamburg.
Shopping24 Internet Group firmographics
Firmographics- Name
- Shopping24 Internet Group
- Legal name
- shopping24 Gesellschaft für multimediale Anwendungen mbH
- Website
- https://s24.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shopping24 is a Hamburg-based commerce advertising platform that connects 1,000+ online shops with 200+ publishers via CPC-based product recommendations across 9 European countries, operating within the mrge group backed by Waterland.
- Ownership category
- akta.pro rank
Shopping24 Internet Group industry classification
Industry- Product category
- Commerce Advertising Platform
- NAICS
- Retail Trade (44-45), General Merchandise Retailers (455)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Comparison Shopping & Price Discovery Portals (BPAMAAAJ)
- akta.pro secondary industries
- Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI), Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Shopping24 Internet Group is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Shopping24 Internet Group business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Cost-Per-Click (CPC) Advertising: Primary revenue model where advertisers pay per click-out from portals to their online shops. Pricing is category- and device-specific (Desktop/Tablet vs Mobile). Publisher compensation based on revenue sharing or CPC commission rates determined by Provider.
- Platform Services & Managed Accounts: Additional services including managed account support for partners requiring hands-on assistance with campaign optimization
- Data Feed Processing: Processing and optimization of product data feeds for optimal presentation across the network
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Category & device-specific CPC pricing |
| Usage-based | Monthly | CPC-based product listing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Shopping24 Internet Group product offering
Product offeringCore offering
Shopping24 operates a CPC-based commerce advertising platform that connects publishers with advertisers through product recommendations, search solutions, and comparison shopping services. For publishers, it offers recomAD Search and recomAD Data recommendation products plus Widget, CSV, API, and SDK integrations to monetize website traffic. For shops and advertisers, it provides Produktlistung (product listing) and Google Comparison Shopping (CSS) services to drive targeted traffic and sales.
Product overview
shopping24 commerce network is a performance-based Commerce Advertising platform operating as part of mrge Group. The platform connects publishers and advertisers through product search engines and affiliate channels. For publishers, the offering includes recomAD Search and recomAD Data for product recommendations, accessible via API, CSV export, Widget, or mobile SDK. For advertisers, it provides Google Comparison Shopping (CSS) integration and product listing services. The network encompasses multiple shopping portals (shopping24.de, fashion24.de, living24.de, discount24.de) plus international portals across Switzerland, Austria, Netherlands, France, UK, Denmark, Portugal, and Italy. The platform facilitates 1.5 million mediated orders annually across 1,000+ shop partners and 150 publishers. Integration with 10 affiliate networks (AWIN, Daisycon, Rakuten, etc.) enables broad advertiser reach.
Differentiator
Problem solved
Functional benefit
Brands
- recomAD Search: Product for publishers enabling search-based product recommendations
- recomAD Data
- Google Comparison Shopping
- Produktlistung
Quantifiable outcome
- 1.5 million facilitated orders per year
- +3 more outcomes
Companies that use Shopping24 Internet Group
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Shopping24 Internet Group technology and API
TechnologyAPI detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature8 records
Shopping24 Internet Group partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- AWINcoreLong-standing partnership with default conversion tracking solution. AWIN is one of the largest affiliate networks enabling simplified onboarding for new partners. Shopping24 is recommended by AWIN to their advertisers as a high-reach partner for click-based billing models.
- DaisyconminorAffiliate network partner enabling partner onboarding through Daisycon's network
- Rakuten AffiliateminorAffiliate network partner for publisher and advertiser connections
- TradeDoublerminorAffiliate network partner enabling integration with TradeDoubler network
- CJ AffiliateminorAffiliate network partner for publisher and advertiser connections
- PartnerizeminorAffiliate network partner enabling integration
- AdtractionminorAffiliate network partner for Scandinavian market
- AdcellminorAffiliate network partner enabling integration
- GooglecoreGoogle Remarketing and Google Comparison Shopping integration. shopping24 is a Google CSS Premium Partner enabling advertisers to run comparison shopping ads.
- mrge (formerly YK Group)coreParent company and global commerce advertising platform connecting over 5,500 publishers, 50,000 advertisers, and 100 networks in 160+ countries. shopping24 is now part of mrge group which also includes digidip (Premium Publisher specialist) and Yieldkit (high-reach performance specialist).
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
Shopping24 Internet Group competitors and assessment
Company assessmentEmerging players
- Partnerize: SaaS-based partner marketing and affiliate platform. Comparable through its publisher-advertiser technology stack, though positioned more as an enterprise SaaS layer rather than a portal operator.
Broad incumbents
- AWIN: One of the largest global affiliate networks and a core channel partner of Shopping24. Comparable as a broader commerce advertising platform, though positioned upstream as a network rather than a publisher/portal operator.
- CJ Affiliate (Commission Junction): Global affiliate marketing network. Comparable as an affiliate channel partner that connects publishers and advertisers, overlapping Shopping24's distribution model though at greater scale.
- Google Shopping (CSS Program): Google's comparison shopping service and platform. Shopping24 is a Premium CSS partner within this program, making Google both a critical infrastructure provider and an indirect competitor to its own portal network.
Direct peers
- Kelkoo Group: Operates price comparison and shopping portals across multiple European markets. Closely mirrors Shopping24's CPC-based comparison shopping model and pan-European footprint.
- Tradedoubler: Affiliate and performance marketing network with strong European presence. Comparable as a partner and competitor through its affiliate network business that overlaps with Shopping24's affiliate integrations.
- Idealo: Europe's leading price comparison portal. Directly comparable to Shopping24's shopping24.de / international portals in category coverage, advertiser monetization model, and publisher partnerships.
- Twenga: Price comparison and shopping discovery platform operating across European markets. Comparable in merchant listings, CPC monetization, and Google CSS / comparison shopping participation.
- digidip: Sister company within mrge group, specializing in premium publishers with influential traffic. Comparable business model as a commerce advertising platform, also operating inside the mrge/Waterland portfolio.
- Yieldkit: Sister company within mrge group, focused on large-reach performance. Direct comparable as a commerce advertising / monetization platform under the same corporate umbrella.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Shopping24 Internet Group social profiles
Digital presenceShopping24 Internet Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shopping24 Internet Group leadership team
Management profileNumber of profiles
Shopping24 Internet Group subsidiaries and ownership
Company hierarchySubsidiaries12 records
Shopping24 Internet Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shopping24 Internet Group 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 Shopping24 Internet Group
What does Shopping24 Internet Group do?
Shopping24 operates a CPC-based commerce advertising platform that connects publishers with advertisers through product recommendations, search solutions, and comparison shopping services. For publishers, it offers recomAD Search and recomAD Data recommendation products plus Widget, CSV, API, and SDK integrations to monetize website traffic. For shops and advertisers, it provides Produktlistung (product listing) and Google Comparison Shopping (CSS) services to drive targeted traffic and sales.
Is Shopping24 Internet Group a public or private company?
Shopping24 Internet Group is a private company. It is classified as private equity controlled and is currently operating.
When was Shopping24 Internet Group founded?
Shopping24 Internet Group was founded in 2008. It employs 11 to 50 people.
Where is Shopping24 Internet Group based?
Shopping24 Internet Group is headquartered in Hamburg, Germany, in the Europe region.
How does Shopping24 Internet Group make money?
Three revenue lines are on record. Cost-Per-Click (CPC) Advertising is the primary driver. The others are platform Services & Managed Accounts and data Feed Processing.
Who are Shopping24 Internet Group's main competitors?
Partnerize is listed as an emerging player. Broad incumbents are AWIN, CJ Affiliate (Commission Junction) and Google Shopping (CSS Program). Direct peers are Kelkoo Group, Tradedoubler, Idealo, Twenga, digidip and Yieldkit.
Does Shopping24 Internet Group have an API?
Yes. shopping24 provides programmatic access to its platform via multiple integration methods: (1) API (Application Programming Interface) for accessing merchant offers and product data; (2) CSV file export for downloading product data; (3) Widget/JavaScript solutions for embedding merchant offers; and (4) SDK (Software Development Kit) for mobile applications. Publisher terms reference 'Provider API' for accessing product database. Integration documentation available at s24.wikipage.io. Partner pixel/tracking integration also referenced via SDK/tag approach. Developer documentation is at s24.wikipage.io.
What industry is Shopping24 Internet Group in?
Shopping24 Internet Group's product category is Commerce Advertising Platform. Its primary akta.pro industry code is BPAMAAAJ, Comparison Shopping & Price Discovery Portals, with a secondary code of CRAFAAAI, Price Comparison/Aggregator Generalist Marketplaces. Its NAICS code is 44-45 and its SIC code is 5960.