Across Europe, sellers list on Google Shopping plus a few comparison sites that work in many countries: Kelkoo Group’s sites, PriceRunner and idealo. Each country also has its own local sites, such as Geizhals in Austria and Germany, Heureka in Czechia and Slovakia, Ceneo in Poland and Beslist in the Netherlands. The quick table below lists them by country, with what each one needs from your store. Almost all of them read your products from a feed file at a fixed URL, so a WooCommerce store needs one correct feed per site, generated from the store, not built by hand.
Quick answer: the main comparison sites by country (checked October 2026)
“Template” means CTX Feed has a ready-made template for that site in its Template list at version 8.0.41. “Custom” means you build the feed with a custom template to the site’s own spec.
| Country | Main comparison sites | Template in CTX Feed |
|---|---|---|
| Germany | idealo, billiger.de, Geizhals, guenstiger.de, Kelkoo | idealo, billiger.de, Kelkoo: template · Geizhals, guenstiger.de: custom |
| United Kingdom | PriceRunner, PriceSpy, idealo, Kelkoo | all four: template |
| Netherlands | Beslist.nl, Kieskeurig.nl, Tweakers Pricewatch, Vergelijk.nl, Kelkoo | Beslist.nl, Kieskeurig.nl, Tweakers, Kelkoo: template · Vergelijk.nl: custom |
| France | Kelkoo and LeGuide (Kelkoo Group), idealo | template |
| Austria and Switzerland | Geizhals (AT), idealo (AT), Toppreise (CH), Kelkoo | idealo, Kelkoo: template · Geizhals, Toppreise: custom |
| Czechia and Slovakia | Heureka.cz, Heureka.sk, Zboží.cz, Najnákup.sk | Heureka.sk, Zboží.cz: template · Heureka.cz, Najnákup.sk: custom |
| Slovenia and Croatia | Ceneje.si, Jeftinije.hr | custom |
| Sweden, Denmark, Norway, Finland | PriceRunner (SE, DK), Prisjakt (SE, NO), Hintaopas, Hintaseuranta.fi, Vertaa.fi (FI), Kelkoo | PriceRunner, Prisjakt, Hintaseuranta.fi, Vertaa.fi, Kelkoo: template · Hintaopas: custom |
| Belgium | Comparer.be, Beslist.be, Vergelijk.be, Kelkoo | Comparer.be, Kelkoo: template · Beslist.be, Vergelijk.be: custom |
| Poland | Ceneo, Skąpiec, Kelkoo | Kelkoo: template · Ceneo, Skąpiec: custom |
| Spain and Italy | Trovaprezzi (IT), idealo (ES, IT), Twenga, Kelkoo | template |
| Greece | Skroutz, BestPrice | template |
Add Google Shopping to every country plan: CTX Feed has a Google Shopping template, and in 21 European countries Shopping ads run through a Comparison Shopping Service (CSS), explained under Google Shopping below.
Why eCommerce Merchants Must List on European Comparison Shopping Sites
- Shoppers on these sites are comparing to buy. They already know the product and want the best offer, so a correct listing puts your price in front of people at the decision point.
- Local sites carry local trust. A Czech shopper checks Heureka and a Polish shopper checks Ceneo, so being listed there tells them you serve their market.
- The rules reward complete, honest prices. In the EU, price comparison websites count as platform services under the Digital Services Act and must be transparent about how they recommend and rank offers. France goes further: comparison websites must show the total price to be paid, including delivery, fees and taxes. If your feed leaves out shipping costs or sends a price without VAT, your offer looks wrong next to competitors.
Pan-European and Global Price Comparison Platforms
These sites work across several European countries. Start with them, then add the local leaders from the country sections below.
Google Shopping
Products you send to Google Merchant Center can show in Shopping ads and in free listings across Google Search, Shopping and Maps. For European stores there is one difference.
Comparison Shopping Services (CSS) in Europe. In Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland and the United Kingdom, Shopping ads and free listings on Google are placed through a CSS. Google Shopping is one CSS among many, and you can work with several at the same time. That’s why a Shopping ad in Europe shows a “By [CSS name]” link at the bottom: it names the CSS that uploaded the offer. Kelkoo Group, for example, runs its own CSS for Google and Bing Shopping.
Whichever CSS you use, the feed has to meet Google’s product data spec: in Europe the price includes VAT, and it must match the price on your product page and at checkout. For how Google Shopping itself compares prices, see Google Shopping as a price comparison engine.
idealo
idealo runs price comparison sites in Germany, Austria, the UK, France, Italy and Spain. It takes offers as an export file in CSV, TXT or XML at a link it fetches, usually every 30 minutes. Prices go in with VAT and without a currency sign, using . as the decimal separator. CTX Feed has an Idealo template, and it always writes idealo prices with two decimals, a . decimal separator and no thousands separator. More: how to generate an idealo product feed.
PriceRunner
PriceRunner is owned by Klarna. It runs its own websites in the UK, Sweden and Denmark, and its comparison is also available inside Klarna in Norway, the USA, Germany, Austria, Finland, France, Ireland, Italy, the Netherlands and Spain. So if you searched “PriceRunner Germany” or “PriceRunner Italy”: there’s no separate PriceRunner website there, but shoppers can see PriceRunner’s comparison through Klarna.
To list, you give PriceRunner a feed at an HTTPS address or on an FTP server. It handles most formats, most commonly CSV, XML and JSON, and asks for prices including VAT. Its minimum fields are SKU/id, name, price, shipping costs, stock status, delivery time, manufacturer, EAN/GTIN, MPN, URL, image URL, category, description and condition. Listing with a link and logo is paid per click; in the UK, prices start at £0.35 per click excluding VAT, the rate for every category not listed at a higher price (price list updated 24 March 2025). CTX Feed’s template is called Price Runner.
Kelkoo
Kelkoo Group runs the Kelkoo, LeGuide and Ciao comparison-shopping sites. You give your feed URL to your Kelkoo account manager. Its country list includes Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland and the United Kingdom. Kelkoo Group accepts a feed in Google Shopping format (ideally XML) and can also reuse feeds you already built for other comparison sites such as billiger.de, idealo or Heureka. You can also upload the file to Kelkoo Group’s FTP server. CTX Feed has a Kelkoo template. More: Kelkoo product feed.
PriceSpy and Prisjakt
Prisjakt runs Prisjakt in Sweden and Norway, Hintaopas in Finland and PriceSpy in the UK. On Prisjakt Sweden, being listed is free; you pay per click only if you want a clickable “go to store” offer. Prisjakt Sweden wants an XML or CSV file that follows the Google Merchant standard. CTX Feed has PriceSpy and Prisjakt templates.
Price Comparison Sites in Germany (Deutschland)
Germany has general comparison sites such as billiger.de and idealo, and Geizhals, a price and product comparison with detailed filters.
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| idealo.de | idealo’s German price comparison site | CSV, TXT or XML file at a link (spec) | Yes: Idealo |
| billiger.de | Says 130,000 retailers and 100 million products | CSV, JSON or XML feed, prices with VAT (guideline) | Yes: Billiger.de |
| Geizhals.de | Independent price and product comparison with detailed filters | CSV or XML (Google Shopping XML works), gross prices, static URL, checked every 10 minutes (technical details) | Custom template |
| guenstiger.de | Price comparison with a merchant sign-up form | Product export file to guenstiger.de’s field guide; pay per click (registration) | Custom template |
| Kelkoo | Kelkoo Group site | Google Shopping-format feed (product data) | Yes: Kelkoo |
Key insight: Geizhals lists “Google Shopping XML” among the formats it accepts, so the feed you already make for Google can be a starting point. Check it against Geizhals’s required fields first: it wants the gross price in euros without a currency sign or thousands separator.
Price Comparison Sites in United Kingdom
The UK has its own guide: best price comparison sites in the UK. In short:
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| PriceRunner | Klarna-owned; UK website | Feed at an HTTPS or FTP address; CSV, XML or JSON (spec) | Yes: Price Runner |
| PriceSpy | Prisjakt’s UK site | Ask PriceSpy for its feed spec; Prisjakt’s Swedish merchant page asks for XML or CSV in Google Merchant format | Yes: PriceSpy |
| idealo.co.uk | idealo’s UK site | idealo CSV/TXT/XML spec | Yes: Idealo |
| Kelkoo | Kelkoo Group, UK on its country list | Google Shopping-format feed | Yes: Kelkoo |
| Google Shopping | CSS country (UK is on Google’s list) | Google product data spec | Yes: Google Shopping |
Key insight: PriceRunner asks for prices including VAT and for a delivery time that matches your site. It recommends EAN, because it uses EAN to match your products automatically.
Price Comparison Sites in Netherlands (Nederland)
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Beslist.nl | Comparison of thousands of webshops | XML, CSV or TXT feed at a fixed location (FTP allowed); price with VAT, without shipping (feed info) | Yes: Beslist.nl |
| Kieskeurig.nl | Comparison site with a partner programme | Price feed with EAN codes; one-time connection fee | Yes: Kieskeurig.nl |
| Tweakers Pricewatch | Tweakers’ price comparison | Price data supplied through Tweakers’ own Pricewatch Manager (merchant agreement) | Yes: Tweakers (XML) and Tweakers (CSV) |
| Vergelijk.nl | Compare Group comparison site; pay per click | XML preferred, CSV possible (feed manual) | Custom template |
| Kelkoo | Netherlands on Kelkoo Group’s list | Google Shopping-format feed | Yes: Kelkoo |
Key insight: Beslist.nl wants the price including VAT but excluding shipping, with shipping costs (including VAT) and delivery time as separate fields. Map them as separate columns rather than adding shipping into the price.
Price Comparison Sites in France
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Kelkoo and LeGuide | Both Kelkoo Group sites; France is on its country list | One Google Shopping-format feed reaches Kelkoo Group’s sites | Yes: Kelkoo and LeGuide |
| idealo.fr | idealo’s French site | idealo CSV/TXT/XML spec | Yes: Idealo |
| Google Shopping | CSS country | Google product data spec | Yes: Google Shopping |
Key insight: French law requires comparison websites to display the total price to be paid, including delivery and taxes. Send VAT-inclusive (TTC) prices and complete shipping costs in every feed for France.
Price Comparison Sites in Austria and Switzerland
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Geizhals.at | Calls itself Austria’s number-one comparison platform | CSV or XML, gross prices, static URL | Custom template |
| idealo.at | idealo’s Austrian site | idealo CSV/TXT/XML spec | Yes: Idealo |
| Toppreise.ch | Swiss price comparison for shops selling to Switzerland or Liechtenstein | Downloadable CSV or XML; CHF price including VAT and the advance recycling fee (dealer registration) | Custom template |
| Kelkoo | Austria and Switzerland on Kelkoo Group’s list | Google Shopping-format feed | Yes: Kelkoo |
Key insight: Switzerland isn’t in the EU and has its own VAT rates. The standard rate has been 8.1% since 1 January 2024. Send CHF prices including Swiss VAT in a separate Swiss feed.
Price Comparison Sites in Czech Republic and Slovakia
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Heureka.cz | Heureka’s Czech comparison site | XML feed to Heureka’s spec (spec) | Custom template |
| Heureka.sk | Heureka’s Slovak comparison site | XML feed to Heureka.sk’s spec (spec) | Yes: Heureka.sk |
| Zboží.cz | Seznam’s shopping comparison, run through Sklik (“Inzerce Nákupy”) | XML feed to the Zboží.cz spec | Yes: Zbozi.cz |
| Najnákup.sk | Slovak comparison site with a free programme | XML feed; registering the shop is free (XML feed) | Custom template |
Key insight: Heureka’s Ověřeno zákazníky (“Verified by customers”) service sends your buyers a satisfaction questionnaire and shows the results on Heureka. Heureka says it doesn’t create or fix XML feeds: the shop is responsible for its file. More: Heureka product feed.
Price Comparison Sites in Slovenia, Croatia, and the Western Balkans
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Ceneje.si | Slovenian price comparison portal | XML file (“Priprava XML datoteke” on Ceneje.si) | Custom template |
| Jeftinije.hr | Croatian comparison site | Ask the site for its feed spec | Custom template |
Key insight: Mimovrste and Mall.hr are online stores, not comparison sites, so they’re not on this list.
Price Comparison Sites in Scandinavia: Sweden, Denmark, and Norway
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| PriceRunner (SE, DK) | Klarna-owned; own websites in Sweden and Denmark | Feed at an HTTPS or FTP address | Yes: Price Runner |
| PriceRunner in Norway | Available inside Klarna, not as a separate website | Same feed | Yes: Price Runner |
| Prisjakt (SE, NO) | Prisjakt’s Swedish and Norwegian sites | Sweden: XML or CSV in Google Merchant format; free listing, pay per click for clickable offers | Yes: Prisjakt |
| Kelkoo | Denmark, Norway, Sweden on Kelkoo Group’s list | Google Shopping-format feed | Yes: Kelkoo |
Finland: Hintaopas (Prisjakt’s Finnish site), Hintaseuranta.fi and Vertaa.fi are all live Finnish comparison sites. CTX Feed has Hintaseuranta.fi and Vertaa.fi templates. Denmark has its own guide: price comparison marketplaces in Denmark.
Price Comparison Sites in Belgium, Luxembourg, and the Benelux Region
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Comparer.be | Compare Group’s French-language Belgian site | XML or CSV per Compare Group’s file guidelines | Yes: Comparer.be |
| Vergelijk.be | Dutch-language Belgian comparison site | Ask the site for its feed spec | Custom template |
| Beslist.be | Beslist’s Belgian site | Ask Beslist for its feed spec (Beslist.nl’s rules:) | Custom template |
| Kelkoo | Belgium on Kelkoo Group’s list | Google Shopping-format feed | Yes: Kelkoo |
Key insight: Belgium has Dutch- and French-language sites (Vergelijk.be and Comparer.be), so plan a feed per language. Compare Group also says its file quality feeds into your overall shop score, which sets a discount on your CPC rates.
Price Comparison Sites in Poland
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Ceneo.pl | Polish price comparison | XML offer file whose link you add in the Ceneo panel; Ceneo also has its own WooCommerce plugin (guide) | Custom template |
| Skąpiec.pl | Polish price comparison of shop offers | Via its partner panel | Custom template |
| Kelkoo | Poland on Kelkoo Group’s list | Google Shopping-format feed | Yes: Kelkoo |
Key insight: Nokaut.pl no longer runs a comparison site: it redirects to a marketing agency. For Ceneo, CTX Feed has no Ceneo template at 8.0.41. Ceneo asks for an XML file in its own structure, so either use Ceneo’s own plugin or write the XML body with Custom Template 2 (XML), which is Pro.
Price Comparison Sites in Spain and Italy
| Site | What it is | How it takes products | Template in CTX Feed |
|---|---|---|---|
| Trovaprezzi.it | Italian comparison site; offers come from affiliated shops’ catalogues | Catalogue with name, model, price, shipping and availability; pay per click (become an advertiser) | Yes: Trovaprezzi.it |
| idealo.es / idealo.it | idealo’s Spanish and Italian sites | idealo CSV/TXT/XML spec | Yes: Idealo |
| Twenga | Comparison sites in Spain, Italy and other European countries | Via Twenga Solutions, Twenga’s merchant site (twenga-solutions.com) | Yes: Twenga |
| Kelkoo | Spain and Italy on Kelkoo Group’s list | Google Shopping-format feed | Yes: Kelkoo |
Key insight: Trovaprezzi keeps its technical requirements in the merchant panel, under Guide e Supporto, so read them there before you map the feed. More: Trovaprezzi product feed.
Price Comparison Sites in Greece
More: WooCommerce product feed for Skroutz.
How to Get Your Products Listed on European Comparison Shopping Sites
Almost every site above works the same way: you sign up as a merchant, give the site a feed URL (or upload the file by FTP), and the site fetches it on a schedule. The “How it takes products” column links each site’s own spec. That spec, not a generic list, decides what goes in your file.
What Is a Product Feed?
A product feed is a file that lists your products and their details in the exact format a channel expects. Most sites ask for the same core fields (ID, title, link, image, price, availability, an identifier such as EAN, brand, category and shipping), but each names and formats them differently. Compare PriceRunner’s minimum fields with idealo’s CSV attributes and Google’s product data spec: the same price goes in with a currency code in Google’s file, with the currency stated in PriceRunner’s, and as a bare number with a . decimal in idealo’s.
Managing Multiple European Feeds with WooCommerce
Generate each feed from your store, so prices and stock in every feed stay in step with your shop. A hand-built file goes stale the first time a price or stock level changes, and you’d need one per site, per country.
CTX Feed has 90+ pre-configured channel templates and can create feeds for 220+ channels. The European comparison templates include Idealo, Price Runner, PriceSpy, Prisjakt, Kelkoo, LeGuide, Billiger.de, Beslist.nl, Kieskeurig.nl, Tweakers, Comparer.be, Heureka.sk, Zbozi.cz, Trovaprezzi.it, Twenga, Skroutz.gr and Bestprice. Creating feeds is free, and so are all channel templates. The features that matter for European sellers:
- A custom template for any other site. Custom Template 1 (free) lets you define your own columns for sites such as Geizhals; for sites with their own XML structure (e.g. Ceneo), Custom Template 2 (XML) in CTX Feed Pro lets you write the XML body.
- VAT-inclusive prices. The Price With Tax, Regular Price With Tax and Sale Price With Tax sources are free, and the feed’s Country sets the tax rate used. See how to include VAT in your prices.
- One feed per currency (Pro). CTX Feed converts
priceandsale_pricewith the rates from your currency-switcher plugin; it doesn’t invent exchange rates of its own. See multi-currency feeds with currency-switcher plugins. - One feed per language (Pro) with WPML, Polylang or TranslatePress. See the WPML and Polylang guides.
- FTP or SFTP upload for sites that want the file on their server: after every update CTX Feed uploads the new file. See how to configure FTP.
- Category mapping to each site’s categories: for comparison sites you type each category exactly as the site expects it. See category mapping.
- Automatic updates. Free: every 1, 6, 12 or 24 hours, or weekly. Pro adds every 5, 15, 30 and 45 minutes.
- Channel quirks handled. For example, the idealo template always writes prices with two decimals and a
.decimal separator, whatever your store’s number format. That’s the decimal separator idealo’s spec asks for.
For the steps, follow How to create a WooCommerce product feed: pick the site’s template (or a custom template), set the country, generate, then paste the feed URL into the site’s merchant account.
Tips for Maximising Performance on European Comparison Shopping Sites
1. Localise product titles and descriptions
Send each country’s feed in that country’s language. PriceRunner, for example, uses the product name to match your product to searches and asks for the model and variant in it.
2. Keep prices competitive and accurate
Google requires the feed price to match your product page and checkout, with VAT included outside the US and Canada. The sites above ask for VAT-inclusive prices too. Use the “With Tax” price sources and keep auto-updates on so a price change reaches every feed.
3. Include complete shipping information
France requires comparison sites to show the total price including delivery, and PriceRunner asks for shipping costs that include every order cost, such as handling and packaging fees. Send shipping cost and delivery time as their own fields.
4. Use GTINs wherever possible
Google calls GTIN “strongly recommended if available”, and products that have a GTIN but are submitted without one may have limited visibility. PriceRunner uses EAN to match products automatically. See how to add GTIN, EAN and MPN to your feed.
5. Collect and display merchant reviews
Some sites run their own review programmes: Heureka’s Ověřeno zákazníky and PriceRunner’s Verified Reviews, where only paying customers review your shop. Join the ones offered in your markets.
6. Monitor your feed health regularly
Keep Auto Update on for every feed, and update at least daily for price-sensitive categories (our advice). Check each merchant account for rejected offers, and re-check the site’s spec when it changes. Our scheduling guide: set up automatic feed updates.
Frequently Asked Questions
What is the most popular price comparison site in Europe?
It depends on the country. Our advice is to start with Google Shopping in every market; in 21 European countries its ads and free listings run through Comparison Shopping Services. Among independent comparison sites the leader differs by country: see the table at the top. Kelkoo Group, PriceRunner and idealo are the names that cover several countries.
Is PriceRunner available across Europe?
PriceRunner has its own websites in the UK, Sweden and Denmark. Through Klarna, its comparison is also available in Norway, Germany, Austria, Finland, France, Ireland, Italy, the Netherlands and Spain (and the USA).
What is a Comparison Shopping Service (CSS)?
A CSS is a comparison service that places Shopping ads and free listings on Google for merchants. In 21 European countries, including Germany, France, Italy, Spain, the Netherlands, Poland and the UK, Shopping ads must run through a CSS. Google Shopping is one CSS; you can use others, or several at once.
Do I need a separate product feed for each European country?
Usually you need one feed per site, plus one per language and currency where a site needs it. Each site has its own spec (see the tables). Some sites reuse a feed you already have: Kelkoo Group accepts Google Shopping-format feeds and feeds built for other comparison sites, and Prisjakt asks for files that follow the Google Merchant standard.
Are European comparison shopping sites free for merchants?
It depends on the site. Prisjakt Sweden lists shops for free and charges per click for clickable offers; PriceRunner charges per click for listings with a link and logo; Kieskeurig.nl has a one-time connection fee. On Google, free listings cost nothing, while Shopping ads are paid through your CSS; Google Shopping generally charges merchants per click.
Which comparison sites are most important for selling electronics in Europe?
Look at sites built around product specs: Geizhals (Austria, Germany) with its detailed filters, Tweakers Pricewatch in the Netherlands, plus the general leaders in each market (idealo, PriceRunner, Heureka, Ceneo, Trovaprezzi).
How do I submit my WooCommerce products to European comparison sites?
Create a feed in CTX Feed with the site’s template, or a custom template for sites without one. Copy the feed URL and add it in the site’s merchant account, or upload the file by FTP. CTX Feed is free on WordPress.org with 90+ pre-configured channel templates, and can create feeds for 220+ channels. The steps are in How to create a WooCommerce product feed.
Conclusion: Building a European Multi-Channel Comparison Shopping Strategy
- Start with Google Shopping through a CSS of your choice, with VAT-inclusive prices.
- Add the multi-country sites: Kelkoo Group, PriceRunner and idealo.
- Add the local leaders as you enter each country: Heureka, Ceneo, Ceneje, Beslist, Trovaprezzi, Skroutz.
- Generate every feed from your store with CTX Feed, one per site, language and currency, with auto-updates on.
- Join each site’s review programme and check your merchant accounts for rejected offers.
Sell across Europe from one WooCommerce store. CTX Feed (free on WordPress.org) has templates for idealo, PriceRunner, Kelkoo, Trovaprezzi and more, plus custom templates for any other site. Need a feed per language or currency, or 5-minute updates? CTX Feed Pro adds them.
Free version on WordPress.org. Every Pro licence includes a 30-day money-back guarantee.
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