37x
37x is a free price comparison service covering more than 3,000 online retailers across 32 European countries. It searches, filters and ranks live offers by price, then sends shoppers straight through to the merchant.
What is 37x?
37x is a price comparison engine for consumer goods, operated from the United Kingdom by 30m Limited and published across 32 European country sites in 25 interface languages. It describes itself as a Comparison Shopping Service registered with Google Shopping, and it is explicit that it sells nothing: every purchase happens on the merchant's own site, reached through an outbound redirect.
The consumer side is deliberately plain. You type a product, brand or model — or paste a link you found somewhere else — and the engine returns live offers from its merchant partners, claimed to number more than 3,000 and refreshed hourly. The results page shows how many offers and how many distinct shops matched, then offers a minimum and maximum price range, a checkbox list of the shops present, a stock filter, and three sort orders: Recommended, lowest price first, and highest price first. Only in-stock products are displayed. Each product page carries the title, brand, the merchant's own description, a comparison table of every shop selling that reference with its price and a direct link, and a block of similar products. Six categories organise the catalogue: Electronics, Home & Garden, Fashion, Sports & Outdoors, Beauty, and Tech & Phones.
The business model is stated openly on the About page: 37x earns a commission from the merchant when a click leads to a purchase, and claims this affects neither the price paid nor the ranking, which defaults to cheapest first. No account, no registration and no personal data are required to use it.
A second, quieter part of the product faces retailers. 37x offers to fund and run Google Shopping activity through a merchant's existing affiliate programme, paid only on affiliate-tracked sales, with no setup fee and no separate Google Ads budget. Brand terms are excluded by default, and the scope can be limited by country, category, product range, brand or price bracket, starting as a controlled test.
One thing worth stating plainly: nothing on the site claims artificial intelligence. Across every page collected, there is no mention of AI, machine learning or algorithms. This is a conventional price comparison service.
What it does
- Search thousands of shops at once by product name, brand or model
- Paste a product link found elsewhere to pull up the equivalent offers
- Compare several merchants side by side on the same product reference
- Filter results by price range, by shop and by stock availability
- Sort by recommendation, lowest price first or highest price first
- Browse by category or through curated selections such as Deals and Trending
- Switch to any of the 32 country sites for local shops and local prices
When to use 37x / When not to
A quick filter to help you decide if 37x is the right fit.
When to use 37x
- Shoppers in Europe hunting the lowest price on a specific product or model
- Online retailers who want incremental Google Shopping volume without funding their own Ads budget
- E-commerce and marketplace managers keeping an eye on where their catalogue sits against competitors
- Paid acquisition specialists looking for a performance-only CSS channel
- Buyers and procurement staff comparing electronics, tech and household references across shops
When not to use 37x
- Anyone shopping outside the 32 European countries that have a dedicated 37x site
- Developers or analysts who need an API, a feed or any programmatic export — none exists
- Shoppers who want price alerts, wishlists or purchase history: there is no account system at all
- Buyers who need price history to judge whether an advertised discount is genuine
- People expecting a shop: 37x never handles orders, payments, returns or after-sales care
- Businesses sourcing services, travel, ticketing or specialist B2B supply rather than consumer goods
How to use 37x
A typical end-to-end flow, from setup to results.
- Open 37x.com — no registration, no account, no cookie wall beyond the consent banner
- Pick your country from the flag selector if you are not shopping in the United Kingdom
- Type a product, brand or model in the search bar, or paste a link you found elsewhere
- Narrow the search to one of the six categories from the dropdown, or start from the category tiles
- On the results page, set a minimum and maximum price to bracket your budget
- Tick one or more shops in the Shops filter if you only trust certain merchants
- Apply the filters, then choose a sort order — lowest price first is the most direct route
- Open a product page to see the full table of shops selling that exact reference
- Click Go to shop to land on the merchant's product page and complete the purchase there
- Retailers instead start from the Partners page and use the contact form to authorise CSS activity
Pros & Cons
Pros
- Completely free, with no account and no personal data collected in normal use
- Broad claimed coverage: 3,000+ merchants, 32 countries, 25 languages
- The commission model is disclosed openly and the default ranking is cheapest first
- Data collection is minimal and documented in detail rather than left vague
- Useful filters and sort orders are available directly on the results page
- Only in-stock products are shown, which removes a common source of wasted clicks
- For merchants: no setup fee, no separate Ads budget, payment on tracked sales only
Cons
- No terms and conditions and no legal notice are published anywhere on the site
- No mobile app, no API and no browser extension — the website is the whole product
- Without accounts there are no price alerts, no wishlists and no saved searches
- No price history is shown, so an advertised discount cannot be checked against past prices
- Comparison depth is uneven: several featured products are listed as available from a single shop
- Support is limited to email and a form during business hours, with no live channel
- No EU Article 27 representative is designated despite a UK operator serving EU consumers
Pricing & Plans
The service is free of charge for shoppers, with no paid tier, no trial and no account of any kind; the homepage states it is 100% free to use. Revenue comes from merchant commissions earned when a click leads to a purchase. On the retailer side, no setup fee and no separate Google Ads budget are required, and remuneration follows the standard affiliate commission terms already in place in the merchant's own programme. No amounts or commission rates are published.
Data, GDPR & hosting
A consolidated view of how 37x handles your data.
GDPR overview
The privacy policy, last updated on 09/08/2026, is unusually concrete for a site of this size. It names the controller with a full postal address, cites its legal bases explicitly — legitimate interest under Art. 6(1)(f) for running the service and consent under Art. 6(1)(a) for non-essential cookies — and lists seven data subject rights along with the right to complain to a local supervisory authority. Only one cookie is active, a consent preference kept for a year; analytics and marketing cookies are described as future additions subject to explicit consent. International transfers are disclosed, with Cloudflare and its EU-US Data Privacy Framework participation, and Formspree in the United States. A dedicated address, privacy@37x.com, is published. No Article 27 EU representative is named, and no data processing agreement is mentioned anywhere.
Who owns the data?
There are no terms and conditions on the site, so the privacy policy is the only contractual text available. It names the controller as 37x, a 30m Limited company at Office 3, St Ann's House, 111 Guildford Road, Lightwater, Surrey GU18 5RA. Because there is no account and no user-generated content, the question of who owns your material barely arises: the operator states it collects no names, email addresses or payment details in normal use. Product titles, prices and availability belong to the merchant partners who supply them. The moment you click through to a shop you leave 37x entirely and that retailer's own terms and privacy policy take over.
Reuse rights
Nothing on the site grants or restricts reuse of what it displays, because no terms and conditions are published at all. Prices and availability are supplied by merchant partners, and 37x makes no statement about whether a visitor may copy, republish or reuse them. There is no API, no data feed and no export function, so any reuse would mean reading the pages by hand. The robots.txt is permissive — every crawler is allowed everywhere except the /out/ affiliate redirects. One caveat is stated openly: the displayed price may differ slightly from the final price charged in the shop, so the figures should be treated as an indication rather than a quotation.
Data retention & training
Hosting summary
The site is delivered through Cloudflare's content delivery network: the resolved address, 188.114.96.0, is an anycast node on AS13335 rather than a storage location, and the domain's nameservers are Cloudflare's. The privacy policy confirms this and adds that Cloudflare operates servers globally, including in the United States, and participates in the EU-US Data Privacy Framework. The one place where visitor-supplied data comes to rest is the contact form, processed by Formspree, a United States provider, which keeps submissions for up to 60 days. Beyond those two vendors no hosting country is named for the application itself, no broad region such as the EU or the UK is claimed, and no data residency option is offered. The controller, 30m Limited, is established in Lightwater, Surrey, in the United Kingdom, which fixes the jurisdiction even though the infrastructure serving the pages is distributed.
Where 37x works
Country-level availability.
Available in
Not available in
Things to keep in mind
Risks and trade-offs to weigh before adopting 37x.
- Outbound links run through a paid redirect, so the comparator's interest and the buyer's can diverge
- Recommended is the default sort and its ranking logic is never documented
- The site admits the displayed price may differ from the final price charged in the shop
- With no price history, an advertised discount cannot be verified against a real previous price
- Product descriptions come straight from merchants, unchecked and inconsistent in quality
- Affiliate networks process click data outside the scope of the site's own privacy policy
- Curated Deals and Trending selections are built to encourage impulse buying, not considered purchases
Setup & Integrations
Technical difficulty
There is nothing to set up. The site requires no installation, no account and no configuration: a search bar is the entire interface, and the only choice to make is the country, picked from the flag selector. No API key, no extension and no integration exists to configure. On the retailer side the barrier is administrative rather than technical: a written confirmation authorising the CSS activity through the existing affiliate programme, plus any restrictions to apply. No Ads budget and no technical implementation are described as being required.
Deployment
Integrations
Supported languages
Behind 37x
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
Is 37x free to use?
Does 37x sell products directly?
How does 37x make money?
Which countries does 37x cover?
What personal data does 37x collect?
How often are prices updated?
Is there a mobile app or an API?
Is there a minimum age?
How can a retailer list its products on 37x?
How do I contact 37x?
Should you pick 37x?
37x does one thing and does not pretend otherwise. It searches a large pool of European merchants, puts their prices in a single table, and hands the shopper over to whoever is cheapest. There is no account to create, no data to hand over and no paid tier, and the site is direct about how it earns its living: a commission from the merchant when a click converts, with a default ranking from lowest price upward.
Two things deserve emphasis before adding it to a shortlist. The first is that this is not an AI tool. Across every page collected there is no mention of artificial intelligence, machine learning or algorithmic ranking — it is a conventional comparison engine, and anyone arriving expecting AI-driven features will not find them. The second is that the legal scaffolding is incomplete: there are no terms and conditions, no legal notice, and no Article 27 EU representative, even though a UK operator is serving consumers in 27 EU and EEA countries. The privacy policy itself is careful and detailed, which makes the gaps around it more noticeable rather than less.
The product's real limitation is depth. Several featured items on the homepage are available from 1 shop, which empties the comparison of its purpose on those references, and the absence of price history means an advertised discount of 34% or 43% cannot be checked against anything. The merchant-facing CSS offer reads credibly and is unusually clear about scope and brand safety, but publishes no rates, no volumes and no named clients.
As a free, low-friction way to check whether a price is competitive across European retailers, it earns its place. As a piece of shopping infrastructure to depend on — with alerts, history or programmatic access — it is not yet that.
- Choosing a selection results in a full page refresh.
- Opens in a new window.