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§ Private Profile · London, United Kingdom
mySupermarket is a technology company.
mySupermarket provided a digital platform for grocery price comparison, enabling shoppers to optimize purchases across major supermarkets. Its technology aggregated product and pricing data from online retailers, offering a unified interface for best value. The company also developed ‘Insights,’ an analytics service delivering real-time market data and digital shelf tools for the FMCG industry.
Founded in 2006 by Ofer Ber, mySupermarket stemmed from the insight that consumers lacked transparent grocery price comparison. Ber saw an opportunity to empower shoppers by demystifying retail costs, enabling informed decisions. The venture aimed to establish an independent, value-driven perspective in the supermarket sector.
The platform primarily served UK and later US households aiming to minimize grocery expenditures. Its ‘Insights’ offering supported marketers and businesses in the FMCG sector with essential data for strategic planning. mySupermarket envisioned consumers consistently achieving optimal value, leveraging shopping intelligence to benefit industry partners.
mySupermarket has raised $38.0M across 6 funding rounds.
mySupermarket has raised $38.0M in total across 6 funding rounds.
mySupermarket has raised $38.0M across 6 funding rounds. Most recently, it raised $10.0M Other Equity in April 2012.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Apr 19, 2012 | $10M Venture Round | WPP | Greylock Partners, Pitango Venture Capital | Announced |
| Apr 1, 2012 | $10M Series D | WPP | Battery Ventures, Ariel Maislos, Greylock Partners, Pitango Venture Capital | Announced |
| Oct 1, 2010 | $7M Series C | Greylock Partners, Pitango Venture Capital | Battery Ventures, Ariel Maislos | Announced |
| May 1, 2009 | $3M Series B | — | Battery Ventures, Ariel Maislos | Announced |
| Jan 1, 2008 | $2M Series A | — | Battery Ventures, Ariel Maislos | Announced |
| May 1, 2007 | $6M Series A | — | Battery Ventures, Ariel Maislos | Announced |
mySupermarket has raised $38.0M in total across 6 funding rounds.
mySupermarket's investors include WPP, Greylock Partners, Pitango Venture Capital, Battery Ventures, Ariel Maislos.
mySupermarket was a UK-based technology company that operated an independent online platform for grocery price comparison and shopping across major supermarkets like Tesco, Sainsbury's, Asda, and Ocado.[1][2][4] It served UK consumers (and briefly US users) by analyzing shopping baskets, suggesting cheaper alternatives, and enabling savings on groceries, health & beauty, and wine products; the service also extended to business tools like real-time sales dashboards and a desktop app for automatic price checks.[1][3][4] The company achieved significant traction with tens of millions of users but shut down its website and app on March 1, 2020, after 14 years, shifting focus to other business areas.[1]
Launched in October 2006 as mySupermarket.co.uk, the platform started by aggregating price data from four key UK supermarkets, filling a gap in transparent grocery comparisons.[1] It expanded with a US site in June 2013, a mobile app in July 2013 for in-store and online use, an "Insights" real-time market share dashboard in November 2014, mySupermarket SHOPS in June 2015 for independent retailers, and a 2012 desktop app for background price monitoring.[1] Specific founders are not detailed in available records, but the company was headquartered in London with under 25 employees and reported $23.3 million in revenue at its peak.[3] The pivotal closure announcement came on February 27, 2020, via social media and email, marking the end of its direct consumer services.[1]
mySupermarket rode the early 2000s wave of price comparison sites amid rising e-commerce and consumer demand for transparency in essentials like groceries, a market dominated by opaque supermarket pricing.[1][2] Its timing capitalized on broadband growth and initial online grocery adoption in the UK, influencing competition by pressuring retailers on pricing and paving the way for modern aggregator apps.[1][3] It shaped the ecosystem through tools like Insights, enabling marketers to respond in real-time rather than post-season, and demonstrated scalable web scraping/tech for retail data—though its 2020 shutdown reflects challenges from retailer pushback, data access restrictions, and shifts to direct e-commerce platforms.[1]
Since shutting down consumer services in 2020, mySupermarket's core tech and team appear to have pivoted to unspecified "other business areas," with hints of ongoing activity like a 2022 "Compare MySupermarket" relaunch press release, though no major updates confirm revival.[1][3] Rising inflation, AI-driven personalization, and grocery delivery booms (e.g., via apps like Instacart) could revive similar models, potentially positioning any successor to leverage advanced data analytics for global markets. Its legacy endures in empowering shoppers, but without new traction, influence remains historical rather than evolving.