Price comparison platform idealo is backing up expansion into Ireland and Switzerland with a revamp of its retail media proposition, where it plans to offer “new ways for brands and retailers to connect with consumers through idealo Ads”.
The offering is based around idealo’s Decision Media approach, which focuses on the stage between purchase intent and the final choice of product and retailer. Unlike many conventional Retail Media environments, idealo reaches consumers while they are still actively comparing products, prices and shops — and therefore remain open to influence, says the company.
In the UK, idealo Ads already offers brands and retailers additional opportunities to build visibility and drive performance within the comparison experience. All sponsored formats are clearly labelled and remain separate from organic results, with advertising having no influence on ranking positions within the price comparison.
Nike Herzog-Osikominu, UK Country Manager at idealo, explains: “Retail Media is growing rapidly in the UK, and we’re seeing strong demand from brands and merchants for more effective ways to reach consumers when they are genuinely open to influence.
“idealo occupies a particularly valuable point in that journey: shoppers come to us with clear purchase intent but are still deciding which product to choose and where to buy it. With idealo Ads, we’re giving advertisers in the UK new ways to be part of that decision, combining meaningful local reach with a highly relevant shopping context.”
Early results from Germany demonstrate the potential of this approach. Since idealo Ads and Decision Media launched there in May, selected performance campaigns have achieved a viewable click-through rate of more than 6%, compared with an assumed retail-industry benchmark of approximately 0.5% to 1%.
The Retail Media play comes as the company expands into Ireland and Switzerland in 2027, taking the price comparison platform into two new European markets and bringing its total presence to eight countries.
The expansion builds on more than 25 years of experience in European e-commerce and will see Ireland and Switzerland join idealo’s existing markets of Germany, Austria, France, Italy, Spain and the United Kingdom. Further markets are planned to follow.
For consumers, idealo aims to make online shopping decisions easier by providing independent price and product transparency, helping shoppers compare their options and make more informed purchasing decisions. For retailers, the new markets will provide an additional way to reach consumers who are actively researching products and are ready to buy.
The expansion comes as idealo continues to develop its role beyond traditional price comparison, becoming a broader partner within digital commerce for consumers, retailers and brands. The company has delivered continuous revenue growth in recent years, with 2025 marking the strongest financial year in its history.
