Compare Group

What Compare Group does

Compare Group B.V. is a privately held Amsterdam-headquartered operator of product comparison websites that aggregates pricing and product information across multiple European consumer markets. The platform catalogs over 40.9 million products from 3,210 webshops and attracts roughly 70 million visitors per year, delivering approximately 4.3 million commercial leads per month to merchant advertisers. Its current footprint spans at least eight European countries — including the Netherlands, Belgium, France, Germany, Finland, Sweden, Denmark and Norway — with publicly stated expansion intent toward Portugal, Spain, Italy and Austria.

The core technology consists of localized comparison portals that ingest merchant product feeds (Datafeed), normalize product and pricing data, and rank or compare listings for end consumers. Around this core, the company has productized several sub-brands: Pricing API, which exposes real-time product and pricing data to third parties; PartnerNet, a merchant dashboard; and ROAS Guarantee, a performance-oriented advertising offering tied to return on ad spend. The platform does not offer a mobile app and is accessible primarily via web.

Compare Group monetizes through a cost-per-click (CPC) advertising model, charging merchants per lead or click delivered, supplemented by a €199 one-time connection fee and a €25 monthly minimum spend. Customers span a mix of global brands (Amazon, Foot Locker, Puma) and mid-market or specialty retailers (Chromeburner, Spartoo, Expert), making the merchant base broad and diversified. The company is privately held with no disclosed funding rounds, acquisitions, or external investors in the input data.

Name

Compare Group

Legal name

Compare Group B.V.

Website

https://comparegroup.eu

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Compare Group B.V. operates Europe's largest product comparison platform, aggregating 40.9 million products from 3,210 webshops across at least eight countries and delivering 4.3 million monthly leads to merchants via a CPC advertising model.

Ownership category

akta.pro rank

Product category

Price Comparison Platform

akta.pro industry

PRIMARYCRAFAAAI

Price Comparison/Aggregator Generalist Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Generalist Online Marketplaces

SECONDARYBPAMAGAH

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms

Business & Public Services/Web, Mobile & Digital Platforms/E-commerce Marketplaces & Shopping Platforms

SECONDARYBPAMAAAJ

Comparison Shopping & Price Discovery Portals

Business & Public Services/Web, Mobile & Digital Platforms/Search, Discovery & Web Portals

Keywords

• Price comparison platform
• Comparison shopping websites
• CPC advertising network
• Webshop lead generation
• Product comparison marketing

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Cost Per Click (CPC) Advertising: Webshops pay a fixed CPC rate per category when consumers click through from comparison websites to their online stores. This is the primary revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Compare Group operates a network of product comparison websites across 8+ European countries, aggregating 40M+ products from 3,200+ webshops and reaching 70M+ consumers annually. Professional online retailers register their webshops through a self-serve portal, list products in hundreds of standardized categories, and pay a per-category CPC rate only when consumers click through to their store. The platform supplements the comparison sites with a Pricing API (real-time pricing/benchmarking by GTIN/EAN), a PartnerNet performance dashboard, datafeed onboarding services, and an ROAS Guarantee.

Product overview

Compare Group operates a multi-site comparison shopping platform across Europe (Netherlands, Belgium, France, Germany, Finland, Sweden, Denmark, Norway) with over 40 million products and 3,200+ connected webshops. The core offering consists of the comparison platform, supplemented by the Pricing API for competitive intelligence, PartnerNet dashboard for performance monitoring, datafeed management services, and ROAS guarantee. The company operates on a CPC (Cost Per Click) model where webshops pay only for results, with no long-term contracts required.

Differentiator

Problem solved

Functional benefit

Brands

• Pricing API: API providing real-time pricing data, price rankings, delivery insights, and shop performance signals for partners to benchmark prices and optimize pricing strategy.
• ROAS Guarantee
• PartnerNet
• Datafeed

Products and services

• Compare Group Comparison Platform A price comparison platform connecting 3,200+ webshops with 70M+ purchase-ready consumers across 8 European countries, enabling product visibility, filtering, and price comparison across hundreds of standardized categories.
• Pricing API RESTful API providing real-time pricing data, price rankings, delivery insights, and shop performance signals based on GTIN/EAN codes for partner benchmarking and competitive analysis across all supported European locales.
• ROAS Guarantee Return on Ad Spend guarantee product giving webshops additional certainty around performance outcomes from the CPC comparison platform.
• Datafeed Management Service for analyzing and optimizing product feeds, performing credit checks, and mapping categories so webshops can integrate onto the comparison platform.

Quantifiable outcome

• 4.3+ million leads per month generated for partner webshops
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Heureka Group: Leading comparison shopping platform in Central and Eastern Europe (Czechia, Slovakia, Hungary, Romania, etc.) with similar CPC model. Not directly competing in Compare Group's geographies but represents an analogous regional incumbent model.
• Ceneo: Poland's largest price comparison website, operating a similar CPC-based model serving Polish ecommerce. Comparable peer in vertical and business model but geographically distinct from Compare Group's footprint.

Direct peers

• Idealo: Germany-headquartered price comparison platform operating across multiple European countries with millions of products and webshop partnerships. Closest direct peer to Compare Group in terms of CPC-based comparison model and multi-category scope.
• PriceRunner: Nordics-focused (Sweden, Denmark, Norway, UK) price comparison site owned by Klarna, with similar CPC-driven webshop monetization and product comparison features. Overlaps with Compare Group's Nordic footprint.
• Shopzilla: Comparison shopping network (formerly Shopping.com) operating across multiple European and US markets with webshop CPC monetization. Direct peer in product comparison category.
• Kelkoo Group: European price comparison and shopping platform with presence in multiple EU markets, monetizing via CPC and serving similar webshop customers. Direct competitor overlapping with Compare Group's geographies and verticals.
• Twenga: European comparison shopping engine operating across multiple countries, helping webshops acquire customers via CPC. Direct peer with comparable business model and European footprint.

Broad incumbents

• Amazon: Global ecommerce marketplace that has expanded into advertising, comparison surfaces, and AI shopping assistants. Competes for both consumer attention and merchant ad spend that Compare Group monetizes.
• Google Shopping: Google's product search and comparison surface, monetized through Shopping ads and integrated directly into Google Search. Represents the largest incumbent threat and channel for adjacent comparison intent.

Others

• Trivago: Vertically specialized (travel) price comparison platform that operates the same core model—CPC-driven webshop monetization from a meta-search engine. Useful benchmark for comparison-site economics, though in a different vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/compare-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Compare Group