Prisjakt is heading for the stock market with a focus on continued expansion in Europe and further acquisitions. CEO Peter Greberg views the listing as a natural next step for the company, which already has a strong position in the Nordic region.
Prisjakt will be listed on Nasdaq First North Premier Growth Market on 23 October. The offering price of SEK 31 per share corresponds to a valuation of SEK 675 million before trading begins. The offering consists of existing shares from current owners. Handelsbanken Fonder and TIND Asset Management have undertaken to invest up to a total of SEK 60 million.
In the twelve months to 30 June, net sales amounted to SEK 529 million and adjusted EBITDA to SEK 193 million. For the full year 2025, sales amounted to SEK 493 million, with adjusted EBITDA of SEK 161 million.
– We are a cash-generative company and do not see a need for more capital today, Peter Greberg tells Finwire.
He became CEO in 2018, when Prisjakt was still owned by Schibsted. In spring 2025, the company was acquired by eEquity from Schibsted Marketplaces.
Sweden and Norway remain core markets. Sweden accounts for around 55 percent of revenue and Norway for approximately 33 percent.
– Denmark is a market with great potential, Greberg points out.
In the core markets of Sweden and Norway, the next step according to Greberg is to reach users earlier in the purchase journey, not only when they already know what they want to buy.
– We need to reach users further up the funnel, with more information and inspiration.
Prisjakt is also working on expansion in countries including Poland, Germany, the Netherlands, Austria, Italy and Portugal. According to Greberg, the experience from previous launches is that simply driving traffic is not enough. To gain a foothold in a new market, Prisjakt must also build brand awareness and find the right local positioning, which takes time.
– There is no “one size fits all” when entering a new market. In Sweden, there is strong loyalty, while in other countries it may be more about price and other products that are trending.
The company is targeting annual organic sales growth of around 10 percent in the medium term and an adjusted EBITDA margin of around 40 percent in the medium to long term. Greberg states that growth is already around the target level.
– We are almost there today, Greberg says about the growth target, adding that the trend is positive.
AI-based shopping assistant
To improve its margin, Prisjakt aims, among other things, to increase the share of traffic coming from its own users instead of paid channels. An initial near-term initiative is the AI-based shopping assistant, which will be launched in October.
– The shopping assistant is a first step toward attracting users and giving them a better experience. If we can drive more traffic ourselves instead of buying it, that will also have a positive effect on the margin.
Greberg views AI primarily as an opportunity rather than a threat. Prisjakt already has large amounts of price data, historical data and features such as price alerts, but according to him, AI makes it possible to answer more open-ended questions and provide users with more inspiration.
– AI will be very important. We can combine it with, for example, price alerts, current price data and historical data.
Google is also an important traffic channel and the other party in a major legal dispute. On 9 October, Prisjakt filed a lawsuit against Google for approximately SEK 21.4 billion. The company believes that Google has favored its own price comparison service in a way that distorts competition.
Greberg does not want to assess when a ruling may be issued. According to him, a loss in the case should not entail any financial downside for new shareholders, as the costs of the dispute are covered by the external litigation financing.
Could Google affect traffic to Prisjakt because of the dispute?
– We assume that the legal process is handled separately from the ongoing business and that Google treats us on the same terms as other players. At the same time, we are working long term to strengthen our direct relationship with consumers and increase the share of traffic coming through our own channels.
Prisjakt also sees acquisitions as part of its growth. Greberg divides the opportunities into three categories: competitors, adjacent services such as broadband and insurance, and companies that can provide more data, such as tests and reviews.
– We are active and have good dialogues. There are a few in the pipeline.
Where do you see the greatest risk to the business?
– Not succeeding with the M&A side and not being able to acquire companies at the right multiples. We are trying to reduce that risk by running Prisjakt as well as possible.
Why should a retail investor invest in Prisjakt?
– We operate in a growing industry and have good opportunities ahead of us. The target group within e-commerce is growing and a lot will happen in the company, Peter Greberg says.
