UK grocery comparison shopping site, mySupermarket, launches model in the US

mySupermarket: US launch

mySupermarket: US launch

UK grocery comparison shopping site mySupermarket is launching in the US.

The American version – – lets shoppers find the best prices across leading stores including Amazon, Wal-Mart, Target, Costco, Walgreens,,, and

MySupermarket was founded in 2006, and now has offices in London, New York, Tel Aviv, and Tokyo. 

The UK website offers price comparisons across major retailers including Tesco, Asda, Waitrose, Ocado, Sainsbury’s, Boots, Superdrug, Majestic and Virgin Wines. The business attracts 4m monthly users with an average basket spend of £83.00.

In April 2012, mySupermarket raised $10m in funding, with $7m from media and advertising giant WPP, and the rest from existing investors Greylock and Pitango, with the aim of entering into the US market.

CEO Allon Bloch said: “We want to make it really easy to shop [for small ticket items] and easy for you to understand the trade-offs on other options, bulk opportunities, or across different brands.”

The mySupermarket model enables shoppers to compare across brands and stores, showcases the latest promotions and deals to help consumers find the lowest available prices.

“People spend, on average, close to $1,000 per month buying these things, and you don’t really know what you’re paying for and you have little control and visibility into this,” said Bloch. “This is not an anti-retail play, it’s a pro-consumer play.”

Shoppers can browse 60,000 items on across grocery and health and beauty categories to find out which retailer has the best price. 

Users can search by category, brand and more, and sort results by price, relevance, popularity or alphabetically. 

Users can then add items to their shopping list or cart, share information on social networks as well as view a chart of an item’s historical price changes. The site may also alert shoppers if they are buying something which could be found cheaper elsewhere.

After filling a cart with the best-priced items from their favourite brands, the shopper can take advantage of mySupermarket’s universal checkout – the service automatically reveals the bill at each online store.

The site even gives users access to any special promotions or membership programme discounts they would normally use if they were shopping directly such as Amazon Prime free shipping.