Schibsted ASA’s Strategic Move: Selling Prisjakt to eEquity

In a significant development within the media and communication sector, Schibsted ASA, a prominent player in online classified services and media operations across Europe and beyond, has announced the sale of its e-commerce price comparison service, Prisjakt Sverige AB, to eEquity. This transaction, valued at SEK 500 million, marks a strategic shift for Schibsted Marketplaces, the subsidiary responsible for the sale.

A Strategic Divestiture

The agreement, signed on May 6, 2025, sees eEquity acquiring Prisjakt, a move that aligns with Schibsted’s broader strategy to streamline its portfolio and focus on core competencies. This divestiture comes after months of speculation, with initial reports surfacing about a potential sale to eEquity. The transaction underscores Schibsted’s commitment to optimizing its asset base and enhancing shareholder value.

Financial Context and Market Reaction

As of May 4, 2025, Schibsted ASA’s stock closed at 322.8 NOK, reflecting a recovery from its 52-week low of 277.2 NOK in March 2025. The company’s market capitalization stands at approximately 31.73 billion NOK, with a price-to-earnings ratio of 16.4587. The sale of Prisjakt is expected to bolster Schibsted’s financial position, providing a substantial cash influx that could be reinvested into its core operations or used to reduce debt.

Looking Ahead

Schibsted ASA is set to release its latest quarterly earnings on May 7, 2025, with analysts projecting an earnings per share (EPS) of 0.580 NOK. This upcoming financial disclosure will provide further insights into the company’s performance and strategic direction post-Prisjakt sale.

Industry Implications

The sale of Prisjakt to eEquity is not just a transactional event but a strategic maneuver within the competitive landscape of online classifieds and media services. It reflects the ongoing consolidation in the industry, where companies are increasingly focusing on their strengths and divesting non-core assets to enhance operational efficiency and market competitiveness.

Conclusion

Schibsted ASA’s decision to sell Prisjakt to eEquity for SEK 500 million is a testament to its strategic foresight and adaptability in a rapidly evolving media landscape. As the company continues to navigate the challenges and opportunities of the digital age, this transaction marks a pivotal moment in its ongoing journey to redefine its market presence and secure its position as a leader in the communication services sector.