Prisma’s online shop is set to expand significantly as Finnish retail cooperative S Group prepares to add third-party sellers and a wider range of products to Prisma.fi.
The changes will begin rolling out in autumn, with the company aiming to turn Prisma.fi into a broader online marketplace rather than limiting the platform to products sold directly by Prisma. Selected Finnish and European businesses will be allowed to sell through the platform under agreements set by S Group.
The expansion could eventually increase Prisma.fi’s product range by as much as tenfold, according to S Group. At the initial launch, several dozen sellers are expected to join, almost doubling the online shop’s current selection.
The first new categories will focus on electronics, home products and sporting goods. The range will then be expanded in phases as more sellers and products are brought onto the platform.
Prisma already operates a large network of physical hypermarkets in Finland, while its online consumer goods business runs through Prisma.fi. Grocery shopping is handled separately through S-kaupat.fi.
S Group said the new marketplace model has already been tested with initial sellers. Customers are expected to be able to browse the expanded selection from October, as the company gradually introduces the new service.
The sellers will not be able to join without screening. S Group said it will select trusted Finnish and European businesses and require them to follow Prisma’s contractual terms. The retailer will also establish the rules for the marketplace and work with participating merchants on issues including the customer experience and reliability of the service.
Sebastian Nyström, S Group’s Senior Vice President of non-food retail, said the move builds on Prisma’s existing reputation for offering a broad selection of products.
“Finns already know that Prisma stocks nearly everything, from power tools to trainers. This expanded range will be unique in Finnish e-commerce,” Nyström said in the company’s statement.
The expansion comes as S Group invests in technology and seeks to strengthen its digital retail business. By opening its platform to selected outside sellers, Prisma will be able to offer products beyond the range it currently stocks directly.
S Group also presented the marketplace as a way to give Finnish consumers access to a broader selection while keeping the shopping experience within a familiar Finnish retail platform. Nyström said customers should not have to compromise on product safety or concerns about where their personal data is handled when shopping online.
The company sees the project as part of a wider effort to compete in an online retail market increasingly shaped by large international platforms. Rather than attempting to build the entire expanded selection itself, Prisma will use third-party sellers to add products and categories to its existing digital operation.
“By combining a wide selection, Finnish brands and a familiar online shop, we can together challenge the global e-commerce giants,” Nyström said.
The scale of the planned expansion means Prisma.fi could become a substantially different shopping platform from the one Finnish customers use today. For S Group, the challenge will be to increase the range without losing the trust and consistency associated with the Prisma brand.
