The history of PriceRunner

PriceRunner was founded in 1999 and is one of the most established price and product comparison services in the Nordics.

In addition to our websites in the UK, Sweden, and Denmark, PriceRunner’s comparison service is also available in several Klarna markets – both online and in the Klarna app. This makes PriceRunner a natural part of the shopping journey for millions of users.

What we stand for

We are independent – we are not owned or influenced by any brands or retailers
We help hundreds of thousands of users every month
We love making e-commerce smarter and more transparent

PriceRunner’s journey – year by year

1999
PriceRunner is founded in Sweden by Kristofer Arwin, Martin Alexandersson, and Magnus Wiberg. Backed by Cell Ventures, it becomes one of the first price comparison services in Europe.

2000–2006
Expands to Denmark and the UK, then France, Germany, the US, and Austria. Acquired in 2004 by US-based Conversant. Launches the 'E-retailer of the Year' award.

2008–2013
Launches its first mobile apps and mobile-friendly site. Begins migrating its technical platform to Shanghai. Acquired by IAC in 2013.

2016–2020
Returns to Swedish ownership. Acquires EDB Priser and Bäst-i-Test. Shuts down services in France, Austria, and Germany. Launches the E-commerce Index and new data services.

2021
Launches delivery comparison, buyer guides, version handling. Acquires Prisguiden in Norway. Klarna announces acquisition.

2022
On March 17, 2022, the acquisition by Klarna is formally approved, and PriceRunner becomes part of the Klarna Group.