The chain markets itself as being low-cost while maintaining large stores with a wide selection of items.

[3] Coop Extra was established in 2006, with its first store opening on 15 September in Halden.

A price test by VG in 2015 found Extra to be the cheapest chain in Norway overall, albeit only trivially less than REMA 1000.

[8] The chain has its own low price brand, called Xtra, which always is the cheapest alternative.

[9][10] In 2023 the chain had 17.3% of the grocery store market share in Norway.