Comparison Shopping Engines in Europe and Ukraine

In Czechia, the comparison shopping engines to consider are Heureka and Zboží.cz. Slovakia has Heureka.sk, Germany and Austria idealo, Poland Ceneo and Ukraine Hotline. Glami covers fashion in 13 countries. Heureka charges per click from a price list, and Zboží.cz runs an auction above a category minimum. idealo publishes fixed click prices by country and category, and Hotline sets a base price per unique click. Add one next to Google Shopping only if a test shows your store’s total revenue growing at an ad cost your margin can carry.

What is a comparison shopping engine?

A price comparison engine, also called a comparison shopping engine or a price aggregator, is a site that lists the same product from many shops. In this guide, we call it a comparison site. The shopper compares price, delivery and the shop, then clicks through and buys on the shop’s own site. You send the site your product data and, in most cases, pay for the clicks it sends you.

Two neighbouring channels work differently:

• A marketplace sells on its own pages. The line is thin: Heureka also runs Heureka Marketplace. According to its page Výška provize Heureka Marketplace (Heureka Marketplace commission), shops pay a commission on purchases made there: a percentage of the product’s price including VAT. Whether to sell inside marketplaces at all is a separate decision, covered in marketplace or your own online store.
• Google Shopping works like a comparison site, but inside Google. Shops send their product feed, the file of products, prices and images, to Merchant Center, Google’s service for product data. According to Google’s page Promote Your Business with Merchant Center, creating an account and showing products on Google is free, and paid product ads show more prominently.

Which comparison sites operate in each market?

The table lists the sites this guide covers and what we could confirm on their own pages on 2 October 2026.

We list the sites by market rather than by audience size. None of the pages we could open gives audience numbers that compare across sites. The one ranking claim we found comes from a vendor: in the view of Mergado, a feed management tool, idealo is the largest price comparison platform in Germany.

Your own data shows which site matters for your store. Look at which comparison sites already send you visits and orders, then test one site at a time against your store’s total revenue. A store that sells in several countries makes this call per country: Heureka.cz and Heureka.sk even publish separate price lists in different currencies. For the wider picture of selling abroad, see international Google Shopping.

How does each comparison site charge?

Most comparison sites charge per click, but they set the click price in different ways.

Heureka’s and idealo’s prices exclude VAT; Hotline’s page doesn’t say whether its prices include VAT. We checked all prices on 2 October 2026. Each is a cost per click: you pay when a shopper clicks through to your site, whether or not they buy.

Heureka: a price list, a free threshold and an optional bid

According to Heureka’s help page Ceník prokliků (click prices), the price of a click depends on the product’s price including VAT. Clicks on products up to 20 CZK are free. Clicks from full-text search results and from the shop’s detail page on Heureka cost a flat 3.49 CZK.

Heureka adjusts prices about every two weeks, only in selected categories and usually by a few percent. You can download the full price list from that page.

Heureka.sk works the same way in euros. Its page Cenník preklikov (click prices) sets 0.153 EUR for full-text and shop-detail clicks and makes clicks on products up to 0.660 EUR free. Since 9 October 2024, it has adjusted prices about every two weeks.

To pay more than the price list, you bid. Heureka’s XML feed specification describes HEUREKA_CPC as the maximum you are willing to pay per click; leave the tag out if you don’t want to bid. Whether Heureka’s paid clicks are worth it when you already run Google Shopping is covered in Heureka per click next to Google Shopping.

Zboží.cz: an auction above a minimum price

Zboží.cz belongs to Seznam, and shops advertise on it through Nákupy ads in Sklik, Seznam’s advertising system. According to Sklik Help (Shopping Ads Price list), the price list sets a minimum price per click by product category and price band. Above it, the click price follows an auction: Sklik charges the lowest amount needed to keep your position. Sklik has no free listing option.

The ads reach further than one site. Sklik’s Zboží.cz feed specification says they show on Zboží.cz and also in Seznam.cz search results, on Obrázky.cz and on Sbazar.cz. The MAX_CPC tag sets the most you will pay for a click from the product detail page. Which of the two Czech sites to start with is the subject of Zboží.cz or Heureka first.

idealo: a fixed price per click in each country and category

idealo publishes its prices for shops on the page Kosten und Konditionen (costs and conditions). The page lists prices for Germany, Austria, Switzerland, the UK, Ireland, France, Italy and Spain. idealo charges only per click.

Each country has a standard price per click, and some categories have their own: the standard is 0.51 EUR in Germany and 0.38 EUR in Austria, without VAT. The prices rise by 0.02 EUR a year from the start of your contract. For listing on idealo.de, the page also sets a minimum fee of 20 EUR per calendar month, without VAT. You pay the full fee even when your clicks cost less.

Mergado, a feed management tool, describes idealo from the seller’s side in How to Sell Successfully on idealo (3 February 2026). According to that article, idealo uses fixed click prices by category rather than an auction, and takes no sales commission. Check the current terms with idealo itself before you set a budget.

Hotline: a base price per click, more for the cheapest offers

Hotline publishes its prices for shops on the page Розцінки на обслуговування (service prices), in effect since 14 November 2025. A click from your offer to your site costs a base 7.5 UAH, and Hotline charges only for unique click-throughs. When shoppers sort a product’s offers by price, cheapest first, and more than five shops offer it, clicks from the first three positions cost 10.5, 9.9 and 9.0 UAH. So in price sorting, the cheapest offer pays the most per click.

An offer marked as a promotion costs 2.4 UAH more per click. Offers in Hotline’s Auction pay negotiated rates, and the minimum account top-up is 1,000 UAH. If you already run Google Shopping and sell on the Rozetka or Prom marketplaces, Hotline next to Google Shopping covers whether Hotline adds orders on top.

Ceneo and Glami: ask for the price list first

We couldn’t open Ceneo’s price list for shops on 2 October 2026. Glami’s page for shops shows no prices; it describes the steps instead: register, share your product feed, install the GLAMI Pixel tracking code, then start paid campaigns. Before you sign up with either site, get answers to six questions:

• Do you pay per click, per sale, or a fee?
• Is there a minimum price, and does it change by category?
• Is there a free threshold or a free mode?
• Can you bid for a higher position?
• Which feed format and which product identifiers does the site need?
• How does the site count a sale, and with what tracking code?

How is a comparison site different from a CSS on Google?

A comparison site shows offers from many shops on its own pages. In much of Europe, Google has a comparison layer of its own: the Comparison Shopping Service, or CSS, a partner that places Shopping ads on Google for you. According to Google Ads Help (About Shopping ads), in CSS program countries you take part in Shopping ads through one or several CSSs of your choice. Some CSSs manage your product data and campaigns; others give you tools to manage them yourself.

Google’s CSS program requirements list 21 countries where CSSs must be used to place Shopping ads and free product listings on behalf of shops. Czechia, Slovakia, Poland, Germany and Austria are on the list. Ukraine is not.

The same page shows why a comparison site and a CSS overlap:

• To join the program, a CSS must run a site where shoppers compare the price and conditions of the same product across shops. The site must carry products from at least 50 shop domains in each country.
• A business that is mainly a marketplace can’t be a CSS. It can still take part through one or several CSSs.
• In 15 countries, Czechia, Poland and Germany among them, a CSS’s own product pages can show prominently in Google’s results.

So a comparison site that joins the program can reach shoppers twice: on its own site and inside Google. On the Google side, your tools stay the same whichever CSS you choose.

Google’s CSS Partners Program page for merchants says all CSSs have access to the same features, including conversion reporting and Google’s automated bidding. It also says the program is designed for working with several CSSs, which can win auctions a single partner might miss. That is Google’s claim, not a measurement. To check on your own account whether switching CSS changes your click prices, see CSS partners and a click-price test.

In our data, ROAS moves with conversion rate and order value, not click price

It’s tempting to judge a comparison site by its cost per click. That is only one of three parts of return on ad spend (ROAS). The other two are conversion rate, the share of clicks that end in an order, and average order value:

ROAS = conversion rate × average order value ÷ cost per click

We looked at how these parts moved together in Google Ads data from the stores we work with: 1,360 store-months, June 2025 – June 2026. We measured each monthly change against the median store in the same calendar month. This removes seasonal swings that hit every store at once.

• A store’s change in ROAS went together with its change in conversion rate (Spearman’s rank correlation +0.527).
• It went together just as strongly with its change in average order value (+0.540).
• Its link with the change in cost per click was weak (−0.100).
• In the 361 store-months when ROAS rose more than 20% against other stores, the median rise was 47.8%. Conversion rate rose a median 23.3% and average order value 19.5%, while cost per click moved −2.4% and spend stayed flat.

These are observations, not an experiment, and they come from Google Ads accounts only: comparison-site accounts are outside our data. Still, the formula holds on any pay-per-click channel. A cheaper click is no saving if fewer clicks turn into orders or the orders are smaller. Compare channels on cost per order, or on ad cost as a share of revenue, never on cost per click.

Example store, not client data.

A tableware shop pays 5 per click in Google Ads. It buys 8,000 clicks for 40,000, and 3.75% of them turn into orders: 300 orders worth 600 each, so 180,000 in revenue. Each order costs 133 in ads.

The comparison site’s click is 2.5× cheaper, and its conversion rate is 2.5× lower. Each order costs the shop the same 133 on both channels.

How do you measure a comparison site next to Google Ads?

A partner agency put this problem to us in September 2026. Take a client who runs Meta, Heureka, Seznam and other channels at the same time. Attribution mixes the channels, and some orders are credited to no channel at all. So where should the next budget go?

Our working answer has two parts.

1. Each channel’s own ACoS. For each channel, divide its spend by the revenue it reports. That is ACoS, the share of revenue that advertising takes; in Czech it is called PNO. It shows how each channel sees itself.
2. Your store’s total revenue when one budget moves. Change one channel’s budget, keep the others steady, and watch revenue in your store’s own system. Divide the change in spend by the change in total revenue. That is the ACoS on the orders the channel actually added.

The first number comes from each channel’s own report, and the same order can appear in two reports, or in none. The second comes from your store, which counts every order once. Ecommerce attribution explains how Google Ads, GA4 and your store each count a sale.

Example store, not client data.

A tableware shop adds a comparison site and leaves its Google Ads budget unchanged.

• The comparison site by its own report: 12,000 ÷ 54,000 = 22.2% ACoS, the same as Google Ads.
• The comparison site by the shop’s total: revenue grew by 30,000, not 54,000. So 12,000 ÷ 30,000 = 40% ACoS on the orders it actually added. The other 24,000 in its report were orders the shop would have had anyway, or orders Google Ads also counted.
• What it means for profit: at a 35% gross margin, 30,000 in extra revenue brings 10,500 of gross profit. The site cost 12,000, so the shop loses 1,500 a month on it, before any other costs.

Before other costs, any channel loses money once its ACoS on added orders is above your gross margin. Here the ceiling is 35%, and 40% is above it.

A one-month comparison is fragile. A season, a sale or a price change can move total revenue by itself. Compare periods of equal length, keep everything else the same in between, and confirm by moving the budget back. To set up GA4 tracking that puts comparison sites and Google Ads side by side, see comparison site tracking and budget split.

One catalogue, many feeds: which fields pay off on every channel?

Every channel takes its own feed. Heureka and Zboží.cz each read an XML file with their own tags. According to Mergado, idealo takes a CSV in its own format. Google takes your product feed in Merchant Center.

Keeping one master catalogue and building every feed from it is called feed syndication: you make a fix once, and it reaches every channel. To set it up, see one catalogue for every channel.

GetProfit’s portal scores the Google side with a feed score. Nine checks carry fixed weights that add up to 100: approval 22, GTIN 16, images 14, title and description 14, category 12, brand 8, price 8, availability 4 and condition 2. That is our rule, not a Google formula. The heaviest fields after approval are the same ones comparison sites use to categorise and match a product:

Mergado lists every idealo field in the table among the required elements.

Approval, the heaviest check, is Merchant Center’s own verdict, so it applies to Google only. The other checks carry over. Add a GTIN, the manufacturer’s barcode number, to the master catalogue once, and it serves Google and every site that matches products by EAN. Which identifier each channel uses to recognise a product is in EAN, GTIN and SKU across channels.

Categories and titles need mapping rather than copying. If an offer on Zboží.cz isn’t matched to a product card, the site places it in a category only when CATEGORYTEXT uses the site’s own category names. Each site has its own naming rules. To translate your category tree and titles for each site, see category and title mapping per channel.

How each Merchant Center field maps to a tag is covered in Heureka and Zboží.cz XML feed mapping. That guide also covers the tags that exist only on comparison sites, such as HEUREKA_CPC and MAX_CPC. For the order of fixes on the Google side, see Google Shopping feed optimisation.

In the portal’s Feed and Merchant Center section, each of the nine checks shows how many products are affected and what changed since the previous scan. You can download the list of products as a table.

Should your store be on comparison sites as well as Google Shopping?

Test a comparison site when most of these hold:

• Your products have EANs and other shops sell the same items. Comparison sites compare offers of the same product. According to Mergado, idealo matches them by EAN/GTIN, and a product without one lands in a “free catalog” with lower visibility.
• Your price holds up next to other shops. A comparison page puts your price beside other offers of the same product. Check where your price stands first.
• Your category fits the site. Glami is a fashion search site, and Zboží.cz expects categories from its own category tree.
• You can see your store’s total revenue by week. Without it, you can read only each site’s own report, and that report can include orders your store would have had anyway.
• Your margin leaves room. If your gross margin is 20%, any channel above 20% ACoS on the orders it adds loses money.

Hold off while identifiers or total-revenue measurement are missing. Fix both first: they pay off on Google Shopping as well.

How to test a comparison site in six steps

1. Pick one site in one market. One change at a time keeps the total-revenue comparison readable.
2. Get the current price list and terms. Heureka adjusts prices about every two weeks, and Zboží.cz sets minimums by category. Your budget depends on today’s numbers.
3. Build the site’s feed from your master catalogue. Fill in identifiers, the category path, the price with VAT and the delivery time before launch. Errors there cost clicks on every channel.
4. Install the site’s tracking and tag its traffic. You need its own report for step 5 and a clean source in GA4 for the comparison with Google Ads.
5. Run for at least two periods of equal length. Record the site’s spend, the revenue it reports, its ACoS and your store’s total revenue. Leave Google Ads budgets alone during the test.
6. Decide on the added orders. Divide the site’s spend by the growth in total revenue. Keep the site if that ACoS is below your gross margin, and repeat the test before you raise its budget.

The product is in the catalogue, but Google doesn’t have it. The portal goes through your feed and shows which fields are empty, on how many products, and what that does to impressions. The portal changes nothing without your consent.

Check your feed →

Sources

• Ceník prokliků – Nápověda Heureka.cz — Heureka.cz click pricing: price depends on product price with VAT; free up to 20 CZK; flat 3.49 CZK from full-text search and shop detail; prices without VAT; adjustments about every two weeks in selected categories. Checked 2 October 2026.
• Cenník preklikov – Nápověda Heureka.sk — Heureka.sk click pricing: free up to 0.660 EUR; flat 0.153 EUR from full-text search and shop detail; two-week adjustments since 9 October 2024. Checked 2 October 2026.
• Výška provize Heureka Marketplace - Heureka.cz — purchases through Heureka Marketplace carry a commission, a percentage of the price including VAT. Checked 2 October 2026.
• Specifikace základního XML souboru – Nápověda Heureka.cz — Heureka feed tags: required tags, CATEGORYTEXT, EAN categories, DESCRIPTION in full-text search, HEUREKA_CPC as a maximum bid. Checked 2 October 2026.
• Shopping Ads Price list — Sklik Help: minimum click price by category and price band, auction above it, no free listing. Checked 2 October 2026.
• Specifikace feedu (XML feed Zboží.cz) — Sklik Help: where Nákupy ads show; required and recommended tags; MAX_CPC. Checked 2 October 2026.
• Kosten und Konditionen – idealo Listing — idealo’s prices for shops: billing per click only; a standard price per click for each country (Germany 0.51 EUR, Austria 0.38 EUR) and different prices in some categories; net prices, rising by 0.02 EUR a year; a minimum fee of 20 EUR net per calendar month for listing on idealo.de; eight countries. Checked 2 October 2026.
• How to Sell Successfully on idealo — Mergado blog, 3 February 2026, a feed tool vendor: fixed click prices by category rather than an auction, no sales commissions, idealo as the largest price comparison platform in Germany, CSV feed fields, the role of EAN/GTIN. Checked 2 October 2026.
• Přidat obchod - GLAMI.cz — Glami: a fashion search site in 13 countries, sign-up steps, paid campaigns; no prices on the page. Checked 2 October 2026.
• Ceneo - porównanie cen, sklepy internetowe - kup najtaniej — Ceneo is a Polish price comparison site. Checked 2 October 2026.
• Hotline - порівняти ціни в інтернет-магазинах України — Hotline compares prices of Ukrainian online shops. Checked 2 October 2026.
• Розцінки на обслуговування — Hotline’s prices for shops, in effect since 14 November 2025: base 7.5 UAH per unique click; 10.5, 9.9 and 9.0 UAH from the top three positions in price sorting; +2.4 UAH for promotion offers; Auction at negotiated rates; minimum top-up 1,000 UAH. Checked 2 October 2026.
• About Shopping ads — Google Ads Help: in CSS program countries, merchants take part in Shopping ads through one or several CSSs. Checked 2 October 2026.
• CSS program requirements — Comparison Shopping Services Help: the 21 countries; minimum requirements for a CSS site; marketplaces; CSS product pages in 15 countries. Checked 2 October 2026.
• Ready to partner up? — Google CSS Partners Program: all CSSs have the same features; the program is designed for several CSSs. Checked 2 October 2026.
• Promote Your Business with Merchant Center — Google: a Merchant Center account and showing products on Google are free; paid product ads show more prominently. Checked 2 October 2026.
• GetProfit data: Google Ads accounts, 1,360 store-months, June 2025 – June 2026 — how changes in ROAS move with conversion rate, average order value and cost per click.
• GetProfit customer research, September 2026 — a partner agency’s question about splitting revenue between Meta, Heureka, Seznam and other channels.
• GetProfit portal methodology — feed score: nine checks and their weights.