In an era marked by economic headwinds, global instability and rapid digital transformation, one sector has managed not only to survive but to thrive — online retail. The UK e-commerce market, in particular, has shown remarkable resilience and adaptability. As of May 2025, industry experts estimate an annual growth rate of between 8% and 10%, fuelled by shifting consumer habits and a continued demand for convenience and value.

According to the latest forecast by eMarketer, British consumers are expected to spend close to £260 billion online in 2025 — a striking 30% increase compared to pre-pandemic levels. Much of this growth can be attributed to an acceleration in digital adoption during the COVID-19 years, as well as a sustained appetite for price transparency and choice. Britons are more tech-savvy than ever and increasingly turn to digital tools to help them navigate a crowded online marketplace.

This environment presents fertile ground for services that simplify decision-making — particularly product comparison platforms that aggregate offers from multiple retailers, making it easier to find the best deal with confidence. And now, a new name is entering this arena with ambitions to become a household brand in Britain: PriceHub.

A Fresh Start for a Familiar Platform

The man behind the new brand is Anatolii Skrypniak, the founder of E-Catalog, a comparison service that has been a market leader in Eastern Europe for over 20 years. Recognising the need for a more locally relevant and intuitive brand identity, Skrypniak and his team have reimagined the platform specifically for the UK market — not just in name, but in strategy and scope.

“In Ukraine and across Eastern Europe, E-Catalog has become a trusted name. But in the UK, we encountered a branding issue: the name didn’t clearly communicate what we do,” Skrypniak explains. “Focus groups confirmed that many British users didn’t immediately associate ‘E-Catalog’ with price comparison or shopping tools. That’s why we’ve launched PriceHub — a name that does exactly what it says on the tin.”

The goal behind PriceHub is simple yet powerful: to create a centralised hub for price discovery, where users can quickly compare products, prices, and specifications from thousands of online retailers — all in one place. The platform already boasts a rich database containing millions of products, from consumer electronics to home appliances, with more categories being added regularly.

Built for British Shoppers

One of the core challenges for British consumers in 2025 is price volatility. With inflation continuing to impact household budgets and interest rates fluctuating, shoppers are increasingly cost-conscious. A 2024 report by Statista revealed that over 68% of UK online shoppers now use some form of price comparison tool before making a purchase — a number that has grown steadily over the past five years.

PriceHub seeks to become the go-to platform for these savvy shoppers. Its user interface is designed to be clean and intuitive, with smart filters that help users refine their searches and find the best value quickly — whether they’re hunting for a high-end laptop or simply trying to get a better deal on a vacuum cleaner.

Beyond just price listings, PriceHub offers in-depth product specs, user reviews, and side-by-side comparisons, giving users the tools they need to make well-informed purchasing decisions. And with a focus on localisation, the platform includes UK-specific pricing, availability, and shop listings, avoiding the frustration of outdated or irrelevant information.

Smarter Shopping Through AI

What really sets PriceHub apart, however, is its growing reliance on artificial intelligence to deliver a smarter shopping experience. Already integrated into the platform is a real-time AI assistant, capable of answering technical questions, explaining product features, and even offering advice based on user preferences.

“We’re not just aggregating prices — we’re helping people shop better,” says Skrypniak. “AI allows us to guide users through complex decisions and offer personalised product suggestions based on their actual needs.”
In the near future, the team plans to roll out advanced AI features, including:

1. Personalised deal alerts based on browsing behaviour;
   
2. Smart compatibility checks (e.g., does this graphics card fit in my PC?);
   
3. Dynamic product recommendations that learn and evolve with each user.
   

These tools are designed to make online shopping not just easier, but more enjoyable and efficient — saving users both time and money.

A Targeted Global Expansion

While the UK will be the first market to experience the full PriceHub rebrand, the original E-Katalog name will remain in place across other territories, including Poland, Ukraine, and the United States, where the brand already enjoys strong recognition and loyalty.

The choice to debut PriceHub in the UK was strategic. Britain’s highly competitive and digitally mature retail environment offers the perfect testing ground for innovation and new technology. As such, Skrypniak views this launch as a starting point for a broader global transformation.

“We see the UK as a springboard — a place where we can experiment, innovate, and refine our model before taking it global. PriceHub is more than just a name change; it’s a commitment to building the best possible experience for today’s online shopper.”

Final Thoughts

As the e-commerce landscape continues to evolve, transparency, efficiency and trust are becoming the new currencies of consumer loyalty. In this context, PriceHub is entering the market at exactly the right time — with a clear value proposition, a user-first design philosophy, and the technological edge needed to thrive in a competitive space.

For British consumers juggling rising costs and endless choice, PriceHub could become an indispensable ally — helping them shop smarter, faster, and fairer.