The new price comparison website Prisbot.se launched in a beta version over the weekend. The service specifically targets technology products, including computers, computer components, consumer electronics, and appliances. The initiative is backed by Hinta.fi, an established player that has been active in the Finnish market for 14 years and is being developed in collaboration with the Finnish tech forum io-tech.fi.
In the initial launch phase, prices have been indexed from a selection of stores, including Elgiganten, Komplett, Webhallen, Power, Proshop, CS Megastore, and Inet – one of the players that recently left Prisjakt.
A representative from the company confirms on the Sweclockers forum that the expansion is a direct result of recent market dynamics:
We have been following the discussions related to price comparisons here on the Sweclockers forum and, in light of recent events, we have decided to expand to Sweden under the name and domain Prisbot.se.
Technology Focus at the Request of Stores
The site is under active development, with users able to report bugs, missing images, and translation errors via Sweclockers. The service is currently free for affiliated e-commerce retailers and offers features such as price history, alerts, reviews, and filtering by delivery cost and delivery time.
The platform's niche focus on technology is a deliberate strategic choice. According to the company's representative, this is based on previous experience from the Finnish market:
In Finland, we actually started the site at the request of stores. They were not satisfied with product categories expanding beyond technology, with click prices becoming too high, and with the website's development moving towards a general audience.
Background: Departures from Prisjakt
The launch of Prisbot.se coincides with a debated period for market leader Prisjakt. During the first months of the year, a number of large e-commerce retailers, such as Inet, CDON, Cyberphoto, and Teknikproffset, have announced that they are ending their collaborations with the platform.
The recurring criticism from the departing retailers has revolved around Prisjakt's fee structure and price increases in early 2026, which, according to the retailers, has resulted in the channel becoming unprofitable.
Prisjakt CEO: "We Are Used To It"
Prisjakt CEO, Peter Greberg, recently commented on the situation in an interview with Dagens Industri. He states that the customer loss is at the company's normal level of around one percent per year and that they still have over 12,000 business customers connected across their operating markets.
We have dialogues with our customers every year and they come and go, that's nothing strange and we are used to it. We have quite favorable agreements that allow you to cancel it in a day, says Peter Greberg to Di.
Regarding the price increases, Greberg explains that the adjustments were made to align the service with competitors such as Pricerunner and Google.
The latest increase was a way for us to get closer to our competitors' prices, but we are still cheaper than them, he states.
Prisjakt reported strong results for 2025 with revenues of 493 million Swedish kronor and an adjusted EBITDA result of 161 million Swedish kronor. The company had planned an IPO in Stockholm in March, but this is currently paused. According to management, the decision is due to the uncertain global situation, specifically the situation in the Middle East, and not to the criticism from e-commerce retailers.
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