Price comparison aggregators are portals where products from various online stores are displayed for the purpose of comparing information, primarily focusing on comparing prices among different online retailers.
Portals operate by importing products from various online stores through different import programs, typically utilizing XML files. The provider prepares a file with their products, which aggregator systems process and place on the portal. Visitors then have the option to browse the portal, compare various providers for the searched items, and view offers from different online stores, along with their satisfaction ratings. Additional information such as delivery costs, payment methods, etc., may also be displayed. The visitor can then choose an offer and, through a link, visit the website of the selected provider.
Price comparison portals usually charge online providers for visits or clicks on the link. Payment can also be based on listing, featured offers, or a combination of these.
For providers, placement on such portals is beneficial as it can attract additional visitors looking for attractive deals. Simultaneously, it fosters competition among providers for the best offer, potentially reducing the selling price or profit margin of the item.
Updated 2026. Most of the once popular portals (e.g. NexTag, PriceGrabber) have stopped operating or no longer matter. Today the focus for a seller is:
- Google (Shopping): items from the catalog in Google Merchant Center are shown in free listings and in paid ads. The same data is the source for shopping in search and increasingly also for AI assistants. Check in Merchant Center whether your country is among the supported countries for Shopping ads; Google keeps expanding support;
- Microsoft (Bing) Shopping via Merchant Center;
- price comparison sites: check the regional ones for your market (e.g. Idealo, Heureka, Skroutz, Kelkoo, and in Slovenia Ceneje.si);
- marketplaces (e.g. Amazon, Zalando, eMAG, Allegro), where you sell by their rules and commissions; check availability for your market.
The condition for all of them: a quality catalog. It is key that prices, stock, shipping and return terms in the catalog are the same as on the site; a mismatch is a reason for rejection. Add the GTIN, brand, category from Google's taxonomy, quality images. Price comparison sites put you in direct comparison with competitors: expect a lower margin and other advantages (delivery, reviews, support).
Frequently asked questions
Price comparison aggregators (e.g. Ceneje.si, Google Shopping) are platforms where buyers compare prices for the same product across different stores. Being present there brings visibility to buyers who already know what they want and are looking for the best deal.
Suitable for standardized products where price is the key decision factor (electronics, home appliances, specific commodity items). For unique, handmade, or luxury products, price comparison is less relevant.
Via an XML product feed - a file containing item data (name, GTIN/EAN, price, description, image, availability, URL). Most platforms can export a feed through an extension or connect directly to Google Merchant Center. Prices, stock, delivery and return terms in the feed must be the same as on the site.
With regular competitor price monitoring, quick price adjustments (dynamic pricing or regular manual adjustment), a competitive shipping policy, and a good seller rating. A lower price is not the only factor - reliability rating is often equally important.
Most operate on a CPC (cost per click) model - you pay for each click on your listing. Cost depends on the category and competitiveness. We recommend regular ROI review - comparing click costs with generated revenue.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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