The plan is to list Prisjakt on Nasdaq First North Premier Growth Market during the fourth quarter of 2026. The existing shareholders, led by eEquity, are selling a portion of their common shares. In connection with this, the e-commerce player is valued at SEK 675 million and the share price is set at SEK 31.
The company's development has been pointing upwards recently.
Last year, revenue landed at SEK 493.1 million, an increase of 17 percent. Operating profit amounted to SEK 160.9 million, a rise of 41 percent. Growth continued into the second quarter of this year with revenue of SEK 123 million and an operating profit of SEK 43 million. This corresponds to a revenue increase of 16.4 percent compared to the same period last year.
Price comparison is as relevant today as it was when I co-founded PriceRunner more than 25 years ago. Since then, eEquity has reinvested in PriceRunner, been involved in the sale of the company to Klarna, and most recently acquired Prisjakt. With a strong domestic market and the opportunity to continue growing in Europe, we see good conditions for Prisjakt's continued development," says Magnus Wiberg, board member of the company and partner at eEquity.
Board Chairman Fredrik Malm also believes that this is the right path to take in today's trading climate:
The need for reliable information before a purchase is great and becoming increasingly important as trade evolves. Prisjakt has long built up strong trust among consumers by offering independent and transparent information that helps them make better purchasing decisions," he says.
Search giant facing record amount claim
Parallel to the stock exchange plans, the price comparison site is opening another front. The company announced that it will soon file a lawsuit against Google to the Patent and Market Court. The claim is set at SEK 21.4 billion. The reason is the European Commission's decision from 2017 regarding Google Shopping, where the search giant was convicted of favoring its own price comparison service. A decision that the EU Court of Justice definitively confirmed in September 2024.
Earlier this summer, Google was ordered to pay over SEK 14 billion to industry colleague Pricerunner in the same case. Now, another player is demanding compensation.
Prisjakt has long operated in a market where Google has a very strong position and where the EU Court of Justice has finally established Google's violation of competition rules. We have analyzed how this has affected Prisjakt and believe that the company is entitled to compensation for the damage that has occurred. Therefore, we are now pursuing the matter legally," said CEO Peter Greberg.
AI investments and new management
And internally, the company is also working to increase engagement, through new features such as product chat and AI-based comparisons.
For more than two decades, Prisjakt has helped consumers compare products and prices. Today, we do this in eight markets, with millions of users and thousands of merchants. Now we are developing Prisjakt further, broadening the offering throughout the purchase journey and continuing our expansion in Europe," says Peter Greberg.
AI creates new opportunities to develop the service and provide consumers with better support throughout the path to a purchasing decision.
As part of the European expansion, the company is building local organizations. In the Danish market, the company recently brought in Christer Odden as the new country manager. He has previously held leading roles at e-commerce companies such as GoWish and Let’s Deal, and is now aiming to tie more merchants to the platform.