PriceShape strengthens Nordic presence with acquisition of Swedish competitor Priceindx

Danish SaaS company PriceShape is strengthening its presence in the Nordic region through the acquisition of Swedish company Priceindx. The deal makes PriceShape one of the leading players in Sweden in pricing and competitor monitoring.

In just a few years, PriceShape has established a strong market position in pricing and competitor monitoring for e-commerce. Since the British private equity fund Copilot Capital became a shareholder in 2024, the company has grown from 50 to 120 employees. Now, PriceShape is taking the next step by acquiring Priceindx, which has built a strong position in the Swedish market since 2006.

The acquisition positions PriceShape as a leading force in Sweden, where demand for pricing tools is growing rapidly. The investment from Copilot Capital is being used to accelerate PriceShape’s growth — both organically and through acquisitions — with the ambition of becoming the market leader in Europe.

• “We are impressed by the business Priceindx has built in Sweden since 2006, and by their success in attracting some of the country’s biggest brands. Even though we are almost as large as they are today, together we will be significantly stronger and can create something greater. We are very much looking forward to continuing the close collaboration with both existing and new customers in Sweden,” says Frederik Christiansen, co-founder of PriceShape.

Pricing has quickly become one of the most important competitive factors in commerce, but it is also increasingly complex. As consumers can easily compare prices online, new demands are being placed on retailers to adapt continuously.

• “It’s no longer just about promotions and discounts — it’s about running an automated and efficient pricing system that factors in multiple parameters to calculate the right price at the right time. It is impossible to manage this manually at the pace required today. That is why we identified a significant gap in the market for collecting and structuring data, making decisions, and building automation based on that data — so our customers always achieve the most effective pricing,” says Kasper Rittig Strand, co-founder and CEO of PriceShape.
• “PriceShape is already growing rapidly, but with the acquisition of Priceindx we can accelerate even further. This is not about growth for growth’s sake, but about strengthening our market position and giving more brands in Sweden access to our solutions,” adds John Messer, Managing Partner at Copilot Capital.

Since Copilot Capital became a shareholder, PriceShape has invested heavily in further developing its software and attracting the right talent. This is a central part of the strategy to become Europe’s market leader. The company is actively exploring additional acquisition opportunities and is currently active in 28 markets outside Denmark.

For further information, please contact:
Frederik Christiansen, Co-founder & CEO, PriceShape, +45 40 87 54 03 / fc@priceshape.dk  

About PriceShape
PriceShape is a Danish SaaS company founded in Aarhus in 2018. It develops advanced pricing and competitor monitoring tools aimed at brands, online retailers, and wholesalers. The platform allows customers to monitor competitor prices, stock levels, and delivery costs; analyse market position and product performance; and apply real-time dynamic pricing strategies to optimise margins and revenue. The company has grown significantly as a start-up and today serves both Danish and international customers — from small online stores to large global brands. In 2024, PriceShape sold half of the company to British private equity fund Copilot Capital, which is helping accelerate the company’s ambition to become the market leader in selected markets.

Read more at: www.priceshape.dk