SparkBuy announced the acquisition on its website, and its service is no longer available. "We are pleased as punch to announce that Sparkbuy has been acquired by Google," said SparkBuyers Dan Shapiro, Scot Haug, and Isaac Myers. "I know, right? We can hardly believe it ourselves."
The move only highlights that Google in intent on expanding its role in price comparison shopping, a market that sits at the heart of the ongoing EU antitrust probe into the web giant's search and ad practices. The UK-based Foundem – which offers price comparison services as well as travel search, job search, and property search – has accused Google of using its dominance in overall web search to unfairly boost its position in vertical search markets.