Price comparison websites are constantly gaining more and more importance on the Polish e-commerce market. Platforms of this type attract companies that see them as part of an effective promotion strategy and increased sales. It is important to consider which price comparison websites in Poland are the most attractive for business and to understand how popular e-services work in the world. We have collected the most important information on this topic, presenting trends and opportunities offered by price comparison websites. This will allow you to effectively use the potential of these platforms, increasing the visibility and attractiveness of a specific e-commerce site. The right choice of a price comparison website can significantly impact the success of your online business.
Price comparison websites - what are they?
Online price comparison websites are practical tools for buyers, enabling them to compare prices of products or services available in various e-shops. The selection of offers is limited to companies registered on a given website. For Internet users who are determined to make a purchase, a price comparison website supports them in choosing the right supplier, taking into account criteria such as price, delivery and customer service.
In online comparison sites, users can use the filtering function, which allows them to precisely determine the price range, manufacturers and other important parameters. Thanks to this, they can compare the terms of purchase of the same product from different suppliers in one place, including shipping costs, availability, store location and customer opinions.
Platforms such as Ceneo or Skąpiec offer advanced product sorting options. Customers can choose between recommended products, popular products, "Buy now" or "Top" offers, manufacturer, and characteristic features. Additionally, they can use filters related to the type of offer, such as product availability, free shipping or opinions of trusted customers.
Skąpiec presents, among others: the best offer, taking into account the price compared to the competition, delivery conditions and opinions about the store. Thanks to these functions, price comparison websites become an irreplaceable tool for conscious consumers, helping them make the right choice and save time and money.
The most popular comparison websites in Poland
Choosing the right price comparison website or different price comparison websites will translate into higher profits, enabling you to reach a wide group of interested customers. When choosing the ideal price comparison website for a given e-commerce, it is worth paying attention to the platform's recognizability and whether it constitutes a real access to the desired group of recipients.
When selling niche products, it is worth considering platforms specializing in a given industry. According to Similarweb research, the most popular price comparison websites in Poland are:
- Ceneo – with over 75% share.
- Miser (less than 5%).
- Okazje.info (3%).
Ceneo, being the leader with over 75% share, can boast almost 20 years of experience on the market, 23 million monthly users, 30 million active offers, integration with 26,000 e-shops and the publication of 38 million opinions.
Skąpiec, with 18 million monthly views, 3.3 million users, 10.9 million offers, 6 million active products and 5.7 million trusted opinions, is also a significant player on the market.
It is worth noting that giant marketplaces such as Allegro, Amazon or E-bay, although they are not price comparison sites, are undisputed leaders in Polish rankings. Customers often use these platforms to compare many products in one place, which makes them important players on the Polish e-commerce market.
For which e-commerce companies are price comparison websites a space to increase profits?
Price comparison websites are intended for companies offering popular products that offer competitive prices. Therefore, using price comparison websites becomes an important marketing tool for them. The idea behind these platforms is to allow customers to compare the prices of different products, and for companies that are able to offer attractive prices, it is an opportunity to gain visibility and attract new customers.
The very term "price comparison website" clearly indicates the main function of these platforms, i.e. comparing product prices. In practice, this means that the lower the price, the greater the chance for a higher position in the rankings of price comparison websites. However, it is worth bearing in mind that the use of such platforms is often not free and the charging models are based on pay-per-click (PPC). This means that companies pay for each click, which will increase their visibility, but will also generate marketing costs.
Therefore, the use of price comparison websites is becoming an effective strategy mainly for companies that can offer competitive prices and at the same time are ready to invest in online advertising based on the PPC model. For such companies, price comparison websites are a tool that can bring tangible benefits in the form of increased visibility, attracting new customers and increasing sales.
Which price comparison website will bring measurable benefits? Should you cooperate with everyone?
It is definitely worth considering cooperation with the most recognizable price comparison websites that achieve the largest reach. When choosing a comparison website, you should also analyze the availability of our products on the market and the competition in a given category. However, we should be pleased with the fact that many comparison sites accept competitor product feeds, which makes it easier to use various platforms using one module.
To use price comparison websites effectively, it is crucial to prepare a solid pricing strategy. Determining the value of products should take into account the type of products offered, the mission and vision of e-commerce and the current market situation. You should avoid prices that are too low, which may affect the quality of the product range, as well as prices that are too high and discourage potential customers.
Before setting product prices, it is necessary to conduct thorough market research. The analysis will show how much customers are willing to spend on specific products in a given industry, as well as indicate demand and possible seasonality. It is also important to take into account all costs related to the company, so that the sales price not only covers expenses, but also contributes to generating the desired profit for e-commerce.
How to start your adventure with price comparison websites?
Starting cooperation with price comparison websites is relatively simple - just register on the website and provide a link to an appropriately formatted XML file. This procedure often involves installing the appropriate plugin in the online store. Fortunately, there are ready-made, paid and free modules for the PrestaShop engine that allow you to automate and thus simplify integration.
It integrates with comparison websites via the product feed. It should be complete and contain comprehensive information about the offer. In the XML file it is important:
- a detailed description of the products, including all features and parameters such as price, availability, payment options, etc.
- providing precise and error-free URL links to individual e-commerce product cards, barcode numbers and manufacturer codes,
- regular file updates, recording any changes to sales options,
- placing high-quality product photos.
Ready-made PrestaShop modules transmit the above information to price comparison websites.
What benefits can an e-shop count on by cooperating with price comparison websites?
Access to technical data, parameters, opinions and prices are important elements worth paying attention to when using price comparison websites. In addition to the price itself, customers increasingly often take into account the opinions of other users and the credibility of a given seller. After finding an interesting product, you can easily and quickly go directly to the store where the final purchase is made, which makes the whole process simple and pleasant.
Using price comparison websites brings numerous benefits:
- we save time by having access to important information in one place,
- we gain reliable opinions, which helps to precisely understand the value of the product,
- we use a variety of data that facilitate market and competitive analysis,
- some platforms offer additional support, e.g. in terms of increasing conversions and analytics,
- we increase brand visibility and recognition, which attracts more customer attention,
- we generate more traffic to our store, which may translate into increased sales,
- we positively influence the position of our store in search results.
Using price comparison websites is not only a way to find favorable offers, but also an effective strategy to increase sales effectiveness and strengthen the brand's position on the market.