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Idealo Logo RGB blue white letters.svg
Type of site
Available inGerman, English, Italian, French, Spanish
Owneridealo internet GmbH
Founder(s)Martin Sinner, Dr. Albrecht von Sonntag, Christian Habermehl & others
CEODr. Albrecht von Sonntag
Dr. Philipp-Christopher Peitsch
Jörn Rehse
ServicesPrice comparison
Operating income€52,612,705.01 (2012)
Employees650 (2016)
ParentAxel Springer SE (74,9%)
Alexa rankGlobal:Negative increase 1,058 (2015)
Germany:Negative increase 29 (2015)
RegistrationNot required
Current statusOnline

The company idealo internet GmbH is a price comparison service launched in Germany in 2000, and since bought by the Axel Springer AG publishing company. The headquarters are in Berlin, Germany. The idealo website allows users to compare prices on a range of products from hundreds of shops.


The company was founded by Martin Sinner, Albrecht von Sonntag, Christian Habermehl and others in 2000, using €500,000 in venture capital (of which €350,000 from KfW).[1] In July 2006, Axel Springer bought a 74.9% majority interest in idealo internet GmbH for an undisclosed sum.[2] Its 2012 revenues were €52,612,705.01.[3]


The idealo sites use a combination of screen scraping retailers' websites and CSV files supplied by the retailers themselves to create a unique database of product offers that is filtered by real people. These prices are matched against a bespoke backend database of products and this matching process is carried out by using a fuzzy logic automated matching system as well as large teams of people also acting as a quality control filter.

Business model[edit]

idealo is a consumer review and price comparison website that is similar to other price comparison services in that it is financed by advertisers on traffic quantities as well as quality. Companies advertising their products on idealo track user traffic and clicks through tracking pixels.[4]

Main Differences from Competition[edit]

Product offers displayed on the idealo website are normally ordered by price where the lowest is shown at the top of any listing, however on product listing pages the products are ordered by price, popularity, user rating or test results. This is in contrast to alternative price comparison services such as Kelkoo and, which feature only paying retailers and allow them to bid for position in the rankings.

Each idealo product page also features a place for product reviews and shows a trend graph of each product costs over time.


  1. ^ "Unsere 15 Besten". Berliner Morgenpost. 19 August 2012.
  2. ^ "Springer kauft Preissuchmaschine idealo". Handelsblatt. 25 July 2006. Archived from the original on 28 February 2007.
  3. ^ "Bundesanzeiger". Bundesministerium der Justiz und für Verbraucherschutz. Retrieved 2 February 2015.
  4. ^ "Case Study: idealo". Ingenious Technologies AG. Retrieved 2019-01-30.

External links[edit]