Reprice

Reprice (Reprice AS) is a Norwegian software company that sells a pricing platform for e-commerce retailers operating in high-competition categories. The product combines two workflows that are usually handled in separate tools: everyday competitive price matching and planned discount campaigns, both driven from the same product data. Users see competitor position, stock, margin, sales and campaign status for each product in one view and decide whether to match the market, hold a price, discount, clear stock or leave the product untouched.

Functionally, the platform lets teams set daily pricing rules with margin floors and either review suggested price changes or apply them automatically; build campaigns by selecting products via brand, category, season, stock level or margin; and shield products in a campaign from normal price-matching rules while the campaign runs. A compliance component checks the 30-day rule before a campaign price goes live, flagging which products are ready to be discounted. Approved prices are pushed to connected stores, ERP and POS systems, products revert to everyday pricing when a campaign ends, and Reprice produces campaign reports covering revenue, margin, stock reduction and product performance.

The company positions itself against spreadsheets, e-commerce platform native pricing, dynamic pricing/monitoring tools and custom-built internal tools, and states it is not a fit for retailers selling mostly unique products without comparable competitors or pricing primarily through B2B tenders. It describes itself as a customer-designed, Norwegian-created company whose software is built around user input.

Founding story

Reprice was founded in 2020 in Norway. According to the company's startup profile, founder Anders Åberg, a software designer, started the company out of a desire to build a product that would improve processes for people doing pricing work manually.

Business model

B2B software-as-a-service sold to e-commerce retailers, with onboarding and configuration support: a Customer Success Manager guides customers through connecting their stack, configuring competitive pricing rules and a first discount campaign, training on the customer's own catalogue, and going live. Prospects are asked to book a demo or contact the company rather than self-serve sign-up.

Traction

The company states that more than 100 high-competition e-commerce teams use Reprice, and publishes customer stories from Farmasiet, Fjellsport and Apotera. Its startup profile lists 1-10 employees and a seed funding state, and notes selection into StartupLab and the DNB NXT Accelerator in 2024.

Latest developments

Reprice has extended its integration surface with an API for custom systems and an MCP interface that lets a customer's own AI tools work with the product, pricing, competitor and campaign data held in the platform, while pricing decisions remain reviewed and controlled in Reprice.