WinBuyer, an Israeli startup which makes a comparative pricing app for online retailers, has raised $6.9 million in a first round of funding. The round was led by Pitango Venture Capital. Giza Venture Capital also participated. With WinBuyer’s app, online retailers can show directly on product pages what the same item costs at other online outlets. The startup says consumers are more likely to go ahead and make a purchase if they can quickly see how an item’s pricing compares; if they do in fact head to another site, the merchant gets a referral fee.
WinBuyer says that more than 200 sites, including Ritz Interactive, GameQuest and HayNeedle have adopted its app. Earlier this month, it also entered into what it described as a strategic partnership with Overstock.com, which will begin to use the app in time for the holiday shopping season. New funds will be used to expand the company’s presence in the U.S. and other international markets. The company hired former Vcommerce CEO Daniel Clarke as its CEO in September. More in the release.