Competition in the Swedish price comparison market is intensifying. Ahead of Prisjakt's upcoming stock exchange listing, several new services are being launched that challenge the established business model of paid clicks and sponsored placements.
Most recently, listed e-commerce company Sweden Buyersclub AB is rolling out the new price comparison service Dubbelkolla.se. Ehandel.se recently reported that Sweden Buyersclub exceeded 30,000 members in its membership club, and now the company is expanding its operations with an independent price comparator.
Eliminates Click Fees in Favor of Purchase Commission
The basic principle of Dubbelkolla is that the lowest price should always be displayed first and that no e-retailer should be able to buy a higher position in the listings. The service also shows prices from stores that are not paying customers.
Instead of the traditional cost-per-click (CPC) model, the platform only charges when an actual purchase is completed (CPA). At launch, hundreds of e-retailers are connected and the platform handles millions of products as well as around 100 million price updates per day, according to Emil Henriksson, CEO of Sweden Buyersclub:
Consumers want to find the lowest price, not find out which retailers can afford to pay for clicks. A lower price should not be more difficult to find just because the retailer is not paying. That is the principle we are building Dubbelkolla on.
According to Emil Henriksson, the investment is designed for a future where more and more product searching and trading takes place through AI models:
This is just the beginning. Much of what we are working on behind the scenes is not yet visible externally. We believe that an increasing share of trade will take place via AI models and are building Dubbelkolla to be part of that development. It could become our company's most valuable product and our primary focus in the future.
Several New Challengers Enter
Sweden Buyersclub is not alone in seeing an opportunity in the market. As recently as yesterday, Ehandel.se reported on how Sweclockers is challenging Prisjakt by redirecting traffic to the new service Prisgeek. With the launch of Prisgeek, the technology forum has chosen to replace its previous Prisjakt connections with its own price comparison engine.
At the same time, the new Swedish startup Fyndvi has opened in beta. The service was founded by developer Fredrik Laason together with a co-founder and currently collects 425,000 products and 770,000 offers from 45 stores. Fyndvi also refrains from click fees and aims for a model where payment is made upon completed purchases.
The founders describe Fyndvi as "vibe-coded" and as an experiment in how software can be developed using modern AI tools, which they believe changes the playing field for established players:
Food for thought for all potential investors in Prisjakt, simply put, says Fredrik Laason to Ehandel.se.
In addition to the broad price comparators, the newly launched Enda has also been launched with a focus on clothing and fashion – a segment that traditional price comparison sites have historically struggled to structure at the product level. Enda collects ranges from various e-retailers and curates the range according to the consumer's style to make fashion products searchable and comparable in one place.
Since yesterday's article about Prisgeek, tips on new comparison services have literally rained in on the editorial staff.