What ePrice does

ePrice Oy is a privately held Finnish technology company headquartered in Tampere that operates two consumer-facing online services: Huuto.net, a marketplace for buying and selling new and used goods, and Hintaseuranta.fi, a price comparison service across multiple Finnish online stores. The company was incorporated as a Finnish limited company (business ID 3093087-4) and consolidated its marketplace position by acquiring Huuto.net in January 2019. Huuto.net has been in operation for over 20 years and Hintaseuranta.fi for over 15 years; both platforms attract hundreds of thousands of monthly users in Finland and are positioned as category-leading domestic services (Huuto.net as Finland's safest marketplace, Hintaseuranta.fi as Finland's most popular price comparison tool).

The underlying technology stack consists of conventional marketplace and price comparison platform infrastructure with self-serve listing and purchasing flows, plus display advertising capabilities that target users at purchase-decision moments. There is no disclosed API, SDK, or mobile app presence; distribution is web-only and Finland-domestic. The company holds the Avainlippu (Key Flag) certification for Finnish-produced services and has no disclosed AI/ML capabilities, patents, or technology partnerships in the source material.

The business model is dual-sided and advertising-led. Revenue is generated from (i) display advertising sold to brands and retailers seeking access to high-intent Finnish consumers across both platforms and (ii) marketplace transaction fees from buyers and sellers using Huuto.net. Advertising packages are quote-based and sold via a direct sales motion led by Commercial Director Ilari Heldan and CEO Jaakko Sipola. The company has no disclosed funding rounds, no institutional investor named, and no revenue figures publicly available.

Name

ePrice

Legal name

ePrice Oy

Website

https://eprice.fi

Company type

Private

Operating status

Operating

Short description

ePrice Oy is a privately held Finnish technology company that operates Huuto.net, a leading domestic marketplace for new and used goods, and Hintaseuranta.fi, a price comparison service. It monetizes primarily through display advertising and marketplace fees, serving Finnish consumers, SMB sellers, and brand advertisers.

Ownership category

akta.pro rank

Product category

Online Marketplace and Price Comparison

NAICS

Used Merchandise Retailers (459510)

SIC

Services-Advertising (7310)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Online marketplace
• Price comparison
• Display advertising
• Classified listings
• E-commerce platform

Headquarters

HQ city

Tampere

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Display Advertising: Revenue generated from display advertising on Huuto.net and Hintaseuranta.fi platforms, reaching buyers at the moment of purchase decision
2. Marketplace Transaction Fees: Revenue from facilitating transactions between buyers and sellers on the Huuto.net marketplace platform
3. Price Comparison Advertising: Advertising revenue from brands seeking to reach consumers actively comparing prices and products before making purchase decisions

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

ePrice Oy operates Huuto.net, a Finnish online marketplace where individual and business sellers list new and used goods for buyers to discover and purchase, and Hintaseuranta.fi, a price comparison service that lets consumers compare prices of thousands of products across multiple online stores. The company also sells display advertising placements on both platforms to businesses targeting Finnish consumers.

Product overview

ePrice Oy operates a platform-plus-services model centered around two core online services: Huuto.net, a leading Finnish online marketplace for buying and selling new and used goods, and Hintaseuranta.fi, a price comparison service that helps consumers find the best deals across multiple online retailers. The company also offers display advertising solutions on both platforms, providing businesses with targeted advertising opportunities to reach active buyers at the moment of purchase decision. The two main services are complementary — Huuto.net facilitates the actual transaction while Hintaseuranta.fi helps consumers research and compare prices before purchasing.

Differentiator

Problem solved

Functional benefit

Brands

• Huuto.net: Finland's safest marketplace for used and new goods. A versatile platform that connects buyers and sellers, allowing users to find interesting items, good deals, sell unnecessary items, and make transactions safely.
• Hintaseuranta.fi

Products and services

• Huuto.net Finland's online marketplace for buying and selling new and used goods, connecting individual and business sellers with buyers and supporting safe transactions.
• Hintaseuranta.fi Finland's price comparison service that lets consumers compare product prices across multiple online stores to find the best deals before purchasing.
• Display Advertising Targeted display advertising placements on Huuto.net and Hintaseuranta.fi sold to businesses wanting to reach Finnish consumers at the moment of purchase decision, with measurable campaign analytics.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Vertaa.fi: Finnish price comparison service covering multiple product categories. Closest domestic direct competitor to Hintaseuranta.fi in the Finnish market.
• PriceRunner: Nordic price comparison service (owned by Klarna) that helps consumers compare products across retailers. Directly comparable to Hintaseuranta.fi's core price comparison functionality across the Nordic region.
• Tori.fi: Finland's largest online classifieds and marketplace platform operated by Schibsted. Directly competes with Huuto.net in the Finnish C2C marketplace category for used and new goods.
• Idealo: European price comparison platform covering millions of products across multiple retailers. Highly comparable business model to Hintaseuranta.fi, monetizing via advertising and merchant referral fees.
• Kelkoo: European shopping and price comparison network operating across multiple countries. Directly comparable to Hintaseuranta.fi in price comparison advertising and affiliate monetization model.

Broad incumbents

• eBay: Global C2C and B2C marketplace operating in Finland. Competes with Huuto.net for cross-border listings and provides a benchmark for marketplace commission and advertising revenue economics.
• Etsy: Global marketplace specializing in unique, vintage, and used goods. Adjacent competitor to Huuto.net's used goods category with similar marketplace commission and seller services monetization.
• Amazon: Global e-commerce and marketplace platform operating in Finland. Competes for both advertising budgets (via Amazon Ads) and marketplace listings that could otherwise appear on Hintaseuranta.fi or Huuto.net.
• Schibsted: Nordic media and online classifieds group that owns Tori.fi, Finn.no, and Blocket. Operates at much greater scale with similar marketplace and advertising economics across multiple Nordic markets.

Others

• Trivago: Travel-focused price comparison platform. Thematically comparable in price comparison business model and CPC-based advertising monetization, though operating in a different vertical.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 ePrice