About Pricerunner
PriceRunner is a Stockholm-headquartered price comparison platform active across the UK, Sweden, Denmark, Germany, France, and Austria. Launched in 1999, the service indexes products from thousands of retailers, displaying them strictly by ascending price to benefit consumers rather than favoring higher-commission merchants. It covers categories like electronics, home appliances, and fashion, drawing millions of monthly visitors who compare offers from stores such as Amazon, Currys, and MediaMarkt. PriceRunner integrates unbiased rankings with user reviews and retailer ratings, maintaining operations through a model that includes both paying and non-paying vendors.
Founded
1999
HQ
Website
Status
Acquired
Customer focus
B2C
Revenue model
Commission
Valuation
$1B (acquired Nov 2021)
Pricerunner Acquisition
Pricerunner was acquired by Klarna for $1B on 2 November 2021.
Klarna agreed to buy the price comparison site PriceRunner in a transaction valuing it at about SEK 9.2 billion, paid roughly 40 percent in cash and the rest in Klarna shares. The sellers were Karl-Johan Persson through his private investment company Philian, which was the largest owner with about 31 percent of the equity, alongside eEquity, chief executive Nicklas Storakers and Creades. Klarna wanted PriceRunner's product discovery and comparison data to broaden its shopping app, and completed the acquisition in April 2022.
| Acquirer | Date | Type | Price |
|---|---|---|---|
| 2 Nov 2021 | Strategic M&A | $1B |
Sources: klarna.com, dagensps.se, klarna.com, eequity.se
Pricerunner Funding History
Pricerunner has 1 recorded secondary share sale and no primary funding rounds.
| Date | Stage | Investors | Deal Summary |
|---|---|---|---|
| Feb 2020 | Secondary | eEquity | eEquity's fourth fund, together with PriceRunner chief executive Nicklas Storakers and key executives including chairman Paul Fischbein, acquired the 35 percent stake in PriceRunner held by the Swedish investment company Nordstjernan. The purchase gave eEquity a substantial minority position in the price comparison service that its own partner Magnus Wiberg had co-founded in 1999. After the transaction the majority owners were Karl-Johan Persson, eEquity and Nicklas Storakers. |
Who has invested in Pricerunner?
1 investor has backed Pricerunner across its funding rounds, including eEquity.
Pricerunner Investors
| Investor | HQ | Rounds | Role | First check |
|---|---|---|---|---|
This data is available for Pro users. Sign up to see all 1 Pricerunner investors. Start Free Trial | ||||
Benchmark 350K+ Funding Rounds and Disclosed VC Valuation Multiples
Sign up to see data on 350K+ funding rounds and disclosed revenue and EBITDA valuation multiples, from seed, through growth stage, to pre-IPO.
Start Free TrialAcquisitions by Pricerunner
Pricerunner has acquired 1 company to date.
Last acquisition by Pricerunner was on September 23rd 2021. Pricerunner acquired Prisguiden for $52M.
Latest Acquisitions by Pricerunner
| Description | Prisguiden is a Norway-based online price comparison and shopping platform. It aggregates deals on electronics, home appliances, fashion, and sports gear from retailers like Elkjøp and Komplett. Users search over 10 million products with filters for delivery time and ratings. Prisguiden provides price history charts and alerts. Headquartered in Oslo, it drives traffic to partner stores across Scandinavia. |
| HQ Country | |
| HQ City | Oslo |
| Deal Date | 23 Sep 2021 |
| Valuation | $52M |
| EV/Revenue | |
| EV/EBITDA | |
This data is available for Pro users. Sign up to see all Pricerunner acquisitions and their M&A valuation multiples. Start Free Trial | |
Pricerunner Competitors
Pricerunner competitors include listed companies like GoodRx, QuinStreet and SMZDM.com, and private ones like CargoX, Healthcare.com and Omio.
| Company | HQ | Status | Revenue | EBITDA | Valuation | Revenue Multiple |
|---|---|---|---|---|---|---|
| Publicly listed | $797M | $173M | $1.2B | 1.8x | ||
| Publicly listed | $1.3B | $61M | $1B | 0.7x | ||
| Publicly listed | $192M | $19M | $1B | 4.7x | ||
| Private | - | - | $1B | - | ||
| Private | - | - | $1B | - | ||
| Private | - | - | $1B | - |
Pricerunner Public Comps
Pricerunner is no longer listed, but its public comps include Moonpig Group, QuinStreet, SMZDM.com, Hepsiburada, GoodRx, Brainbees Solutions, Boozt, Bxn Holding, CEWE Group and Tuhu Car.
| Last FY | EV/Revenue | EV/EBITDA | ||||||
|---|---|---|---|---|---|---|---|---|
| Revenue | EBITDA | Last FY | LTM | 2027E | Last FY | LTM | 2027E | |
| $501M | $140M | 2.3x | 2.3x | 8.2x | 8.2x | |||
| $1.3B | $61M | 0.7x | 0.7x | 15.8x | 7.9x | |||
| $192M | $19M | 4.9x | 4.7x | 47.8x | 42.1x | |||
| $1.7B | ($51M) | 0.5x | 0.3x | (15.8x) | 28.7x | |||
| $797M | $173M | 1.8x | 1.8x | 8.1x | 5.5x | |||
| $866M | $29M | 1.1x | 1.0x | 31.8x | 23.1x | |||
| $845M | $71M | 1.1x | 1.0x | 13.0x | 10.3x | |||
| $771M | $100M | 0.8x | 0.8x | 6.4x | 6.0x | |||
This data is available for Pro users. Sign up to see all Pricerunner competitors and their valuation data. Start Free Trial | ||||||||
Common questions about Pricerunner
| When was Pricerunner founded? | Pricerunner was founded in 1999. |
| Where is Pricerunner headquartered? | Pricerunner is headquartered in Munich, Germany. |
| Is Pricerunner publicly listed? | No, Pricerunner was acquired by Klarna in November 2021. |
| Who acquired Pricerunner? | Pricerunner was acquired by Klarna in November 2021. |
| How much was Pricerunner acquired for? | Pricerunner was acquired for $1B in November 2021. |
| Who are Pricerunner's investors? | Pricerunner's investors include eEquity. |
| Which companies are comparable to Pricerunner? | Companies comparable to Pricerunner include GoodRx, QuinStreet, SMZDM.com, CargoX, Healthcare.com and Omio. |
| How many companies has Pricerunner acquired? | Pricerunner has acquired 1 company, including Prisguiden. |
| What was the largest acquisition by Pricerunner? | The $52M acquisition of Prisguiden in September 2021 is the largest acquisition Pricerunner has made to date. |
See companies similar to Pricerunner
Start Your
Free Trial Today
Try Multiples for free for 3 days. Got questions or need a demo? Schedule a call with us below.




