Price Comparison Websites: A Complete Guide for E‑Commerce Merchants

Price comparison websites-also known as comparison shopping engines or product aggregators-have become an essential part of the e‑commerce ecosystem in Central Europe. For shoppers, they offer a simple way to compare prices, availability, and seller reliability across dozens of online stores. For merchants, they provide direct access to high‑intent buyers who are already comparing products and ready to purchase.

In 2026, platforms like Heureka.sk (Slovakia) and Árukereső.hu (Hungary) are mature, high‑traffic sales channels that generate significant revenue for thousands of e‑shops. This guide explains what these platforms do, how they work, and what you need to know to get started.

TL;DR

Price comparison websites operate on a referral model, sending traffic to your store and charging on a cost‑per‑click (CPC) or commission basis. Unlike marketplaces, the merchant handles checkout, customer service, and fulfilment.
Heureka.sk dominates the Slovak market with over 10,900 e‑shops and 15.4 million products listed. It operates on a CPC model with prices varying by category and product price; products below €0.66 are not charged. The Heureka Group operates across 9 European countries including Slovakia, Hungary, Czechia, Romania, Bulgaria, Slovenia, Croatia, Serbia, and Bosnia.
Árukereső.hu leads the Hungarian market with 5 million+ monthly visitors and 6,000+ active merchants. It operates a hybrid revenue model: approximately 70% CPC and 30% commission‑based marketplace. Árukereső was founded in 2002 and acquired by Adevinta in 2018.
Registration requires a valid business registration number (IČO in Slovakia), a properly formatted XML product feed, and a compliant e‑shop with terms and conditions, complaints procedure, and out‑of‑court dispute resolution information.
Success requires competitive pricing, high customer ratings, accurate product data, and active bid management. Heureka.sk has introduced dynamic pricing adjustments every two weeks to reflect seasonal trends and market conditions.

What Are Price Comparison Websites?

A price comparison website aggregates product listings from multiple online stores and presents them in a unified, searchable interface. Shoppers can compare prices, shipping costs, delivery times, seller ratings, and other attributes side‑by‑side before clicking through to a merchant’s website to complete the purchase.

Unlike marketplaces (where the transaction happens on the platform itself), price comparison portals operate on a referral model. They send traffic to your store and charge you for that traffic-typically on a cost‑per‑click (CPC) or commission basis. The merchant remains responsible for the entire checkout process, customer service, and order fulfilment.

Key characteristics of price comparison websites:

Product‑centric search: Users search for specific products, not general categories.
Price transparency: Multiple offers for the same product are displayed together.
Seller ratings: Customer reviews and shop ratings help shoppers make informed decisions.
High purchase intent: Visitors are typically further along in the buying journey than on social media or display advertising.

Why Join a Price Comparison Platform?

For merchants in Slovakia and Hungary, these platforms offer several important advantages:

Access to high‑intent shoppers – Users on price comparison sites are already comparing products and ready to buy. The conversion rate on traffic from these platforms is significantly higher than from many other marketing channels.
Cost‑effective customer acquisition – Compared to Google Ads or social media advertising, CPCs on price comparison portals can be lower, especially in less competitive product categories.
Brand visibility – Even if a user doesn’t click through immediately, seeing your store listed alongside competitors builds brand awareness and trust over time.
Regional reach – The Heureka Group operates across 9 European countries, allowing you to expand your reach with a single integration.
Performance‑based pricing – You only pay when a user clicks through to your site (CPC) or when a sale is completed (commission), making it easier to control marketing costs.

The Slovak Market: Heureka.sk and Other Platforms

Heureka.sk

Heureka.sk is the undisputed leader in the Slovak price comparison market. According to Similarweb data for 2026, Heureka.sk ranks as the most visited price comparison website in Slovakia.

Heureka.sk is part of the Heureka Group, which operates the largest price comparison network in Central and Eastern Europe. The group connects:

Country	Platform
Czechia	Heureka.cz
Slovakia	Heureka.sk
Hungary	Árukereső.hu
Romania	Compari.ro
Bulgaria	Pazaruvaj.com
Slovenia	Ceneje.si
Croatia	Jeftinije.hr
Serbia	Idealno.rs
Bosnia and Herzegovina	Idealno.ba

Heureka is more than just a price comparison tool-it has evolved into an ecosystem of tools that help e‑shops grow, including shipping automation (Balikobot), product analytics (Dataweps), and smart pricing (Disivo).

Heureka.sk operates on a CPC (cost‑per‑click) model. The cost per click varies by product category and product price, with higher‑priced items generally attracting higher CPCs. According to Heureka’s pricing policy effective from 9 October 2024, prices are adjusted approximately every two weeks to reflect seasonal trends, changes in competition, and market conditions. For products priced below €0.66, no CPC is charged.

Heureka.sk also offers additional paid features such as Bidding (to appear in recommended offers) and verified customer reviews, which can improve your visibility and conversion rates. The CPC for clicks from full‑text search results and shop detail pages is set at a flat rate of €0.153.

Najnakup.sk

Najnakup.sk is another established price comparison portal in Slovakia, operating since 2007. It offers multiple pricing models including CPC, CPM (display advertising), and premium listing packages. Merchants can register for free, and clicks are charged according to the chosen programme. The platform provides product catalogue integration via XML feed and offers several cooperation programmes including Free, Basic, Priority, and VIP options.

Other Slovak Platforms

Grizly.sk – A price comparison site that ranks among the top platforms in Slovakia.
Pricemania.sk – An e‑commerce portal that aggregates product prices and store quality information.
xxxlutz.sk – A price comparison site in the home and furniture category.

The Hungarian Market: Árukereső.hu and Other Platforms

Árukereső.hu

Árukereső.hu is the dominant price comparison platform in Hungary, founded in 2002 in Budapest by Hungarian internet entrepreneurs. It was acquired by Norwegian classifieds giant Adevinta ASA in 2018 and is now part of a portfolio that includes Marktplaats (Netherlands), Leboncoin (France), and Subito (Italy).

Árukereső has 5 million+ monthly visitors and a base of more than 6,000 active merchants. The platform generated approximately €280 million in Hungarian GMV in 2024.

Revenue model: Árukereső operates a dual revenue model:

CPC (cost‑per‑click): Historically the dominant model, where merchants pay for each click from the platform to their store.
Commission‑based (Marketplace): More recently, Árukereső has introduced marketplace functionality where merchants pay a commission on completed sales.

According to 2025 estimates, the revenue split is approximately 60% CPC / 40% Marketplace.

Árukereső accepts product data in either XML or CSV format. The feed must contain several mandatory fields; missing fields will cause the product listing to be rejected.

Other Hungarian Platforms

Árgép.hu – A long‑established price comparison site in Hungary.
Glami.hu – A fashion‑focused search engine that aggregates clothing and accessory offers from multiple web stores.
Olcsobbat.hu – One of Hungary’s best‑known price comparison portals.
Favi.hu – Specialises in home and interior design products.

How to Register Your Store: A Step‑by‑Step Guide

The registration process is similar across most platforms. Here is a general overview, with specific details for Heureka.sk and Árukereső.hu.

General Registration Process

Create a user account on the platform.
Register your e‑shop by providing basic business information.
Submit your product feed (XML or CSV) containing your product catalogue.
Wait for approval – the platform reviews your store and feed.
Set up billing – provide payment details for CPC or commission charges.
Go live – your products appear on the platform.

Registering on Heureka.sk

Heureka.sk provides a straightforward registration process with a step‑by‑step guide.

Step 1: Create a user account

Visit Heureka.sk and click “Prihlásiť sa” (Log in) in the top right corner.
Click “Vytvoriť účet” (Create account) and fill in your email address and password.

Step 2: Register your e‑shop

You will complete three steps:

Step 2a: Company details

Select your country of business.
Enter your IČO (company registration number) – the system will automatically look up your company details.
If you already have another shop registered under the same IČO, the system will use the existing billing details.

Step 2b: Contact details

Enter your first name, last name, contact email, and phone number.

Step 2c: E‑shop details

Enter your shop name, shop URL, logo (optional, recommended size at least 320×100 px, max 300 kB, JPG or PNG), XML feed URL, and customer email address.
If you don’t have all the details ready, you can skip this step and complete it later.

Requirements for your e‑shop:

The e‑shop must be in the Slovak language.
It must contain terms and conditions (obchodné podmienky), a complaints procedure (reklamačný poriadok), and information about out‑of‑court dispute resolution.
Product prices and shipping costs must be displayed in Euros.
The XML feed must be in the Slovak language.

Step 3: Submit your XML feed

Heureka requires a properly formatted XML feed containing all required product details. The platform fetches feeds periodically (typically once per day).

Registering on Árukereső.hu

Árukereső.hu follows a similar process:

Register your business on the platform.
Provide your product feed (XML or CSV format).
Set up your CPC bids or commission structure.
Go live once approved.

Important note: Árukereső requires an active Hungarian tax number. Registration with the NAV Online Számla system and correct handling of 27% / 18% / 5% VAT is mandatory.

Registering on Najnakup.sk

Najnakup.sk offers free registration for merchants. After registration, you can choose from several programmes (Free, Basic, Priority, VIP) with different pricing structures. Clicks from visitors are charged according to the chosen programme.

Pricing Models and Costs

CPC (Cost‑Per‑Click)

Under the CPC model, you pay each time a user clicks through from the comparison site to your store. The cost per click varies by:

Product category – some categories (electronics, automotive) have higher CPCs than others (books, office supplies).
Product price – higher‑value products typically attract higher CPCs.
Competition – more merchants bidding in a category drives up the price.

Heureka.sk publishes its CPC price list by category and product price range. For products priced below €0.66, no CPC is charged. Prices are adjusted dynamically approximately every two weeks to reflect market conditions.

On Árukereső.hu, CPC rates are influenced by the Google Shopping auction.

Commission‑Based (Marketplace)

Some platforms now offer a commission‑based model where you pay a percentage of the sale value rather than per click. This can be more attractive for merchants with lower conversion rates or higher average order values.

Árukereső’s marketplace channel has grown to represent approximately 40% of its revenue mix as of 2025.

CPM (Display Advertising)

Some platforms (e.g., Najnakup.sk) also offer CPM (cost‑per‑thousand impressions) display advertising, which is billed based on views rather than clicks.

Fixed Fees

Certain premium features-such as enhanced listings, priority placement, or verified customer badges-may incur fixed monthly or annual fees.

Technical Requirements: XML Product Feeds

Most price comparison platforms require you to provide a product feed-a structured data file (XML or CSV) that contains your entire product catalogue.

General Feed Requirements

Format: XML (most common) or CSV (accepted by some platforms).
Update frequency: Daily updates are typical; the platform will fetch your feed regularly.
Data fields: Minimum required fields include product ID, name, description, price (including VAT), URL, image URL, and category.

Heureka.sk Feed Specifications

Heureka requires an XML feed with specific tags. Common required and recommended tags include:

Field	Description
`ITEM_ID`	Your internal product SKU (max 36 characters)
`PRODUCTNAME`	Product title (≤150 characters recommended)
`DESCRIPTION`	Product description
`URL`	Direct product page URL
`IMGURL`	Product image URL
`PRICE_VAT`	Price including VAT
`MANUFACTURER`	Brand/manufacturer
`CATEGORYTEXT`	Product category

Optional tags include EAN/ISBN codes, delivery times, and custom parameters.

The feed must be publicly accessible via a URL. The platform’s robot will fetch it periodically (typically once per day).

Generating Feeds

If you use a popular e‑commerce platform (WooCommerce, Shopify, OpenCart, Shoptet), you can use ready‑made plugins or modules to generate the required feeds automatically. For custom solutions, you can build a feed generator that outputs the required XML format.

Verifying Your Business

Most platforms require you to provide valid business registration details:

IČO (Slovak business registration number) – for Slovak merchants.
VAT number – for cross‑border selling.
Registered business address – must be displayed on your website.

On Heureka.sk, you will need to provide a valid IČO; the system will automatically look up your company details.

If you are a Slovak‑based business, the domestic registration threshold is €49,790 annual revenue. Non‑EU sellers must register from the first sale if they store goods in Slovakia.

Best Practices for Success on Price Comparison Platforms

Keep Your Feed Accurate and Up‑to‑Date

Your product feed is the foundation of your presence on these platforms. Ensure:

Prices are accurate and updated daily.
Stock availability is reflected correctly.
Product images are high quality.
Descriptions are clear and complete.

Offer Competitive Prices

Price comparison shoppers are highly price‑sensitive. If your prices are not competitive, you will not get clicks. Consider:

Regularly checking competitor pricing.
Offering free shipping or other value‑added services to differentiate.

Maintain High Customer Ratings

Platforms like Heureka display seller ratings prominently. High ratings improve your conversion rates and can also help you qualify for premium features. Encourage satisfied customers to leave reviews.

Monitor Your CPC Bids

On CPC platforms, monitor your bids regularly to ensure you are not overpaying. Adjust bids based on category performance and competition.

Use All Available Features

Take advantage of additional features offered by the platform:

Bidding to appear in recommended offers (Heureka).
Premium listings for better visibility (Najnakup).
Verified customer programmes to build trust.
Marketplace functionality if available.

Track Performance

Use the platform’s analytics tools to track:

Clicks and click‑through rates.
Conversion rates.
Revenue generated.
ROI by product category.

Adjust your strategy based on what the data tells you.

Key Takeaways

Heureka Group operates across 9 European countries including Slovakia, Hungary, Czechia, Romania, Bulgaria, Slovenia, Croatia, Serbia, and Bosnia, allowing merchants to expand regionally through a single integration.
Heureka.sk dominates the Slovak market with over 10,900 e‑shops and 15.4 million products. CPC is charged per category and product price, with products below €0.66 free. Dynamic pricing adjustments occur every two weeks.
Árukereső.hu leads the Hungarian market with 5 million+ monthly visitors and 6,000+ active merchants, operating a hybrid 60% CPC / 40% Marketplace model.
Registration requires a valid business registration number, a correctly configured XML product feed, and a compliant e‑shop with all required legal documents.
Success requires competitive pricing, high customer ratings, accurate product data, and active bid management on CPC platforms.
Additional paid features such as bidding, premium listings, and verified customer programmes can improve your visibility and conversion rates.

Conclusion

Price comparison websites like Heureka.sk, Najnakup.sk, Árukereső.hu, and Glami.hu have become indispensable marketing channels for e‑commerce businesses in Slovakia and Hungary. They offer direct access to shoppers who are already comparing products and ready to purchase, with performance‑based pricing that aligns your costs with results.

Heureka Group has expanded to 9 European countries, making it the largest price comparison network in Central and Eastern Europe. Árukereső.hu has evolved into a hybrid CPC and marketplace platform serving over 5 million monthly visitors.

The registration process is straightforward but requires attention to detail: a valid business registration, a properly formatted XML product feed, and a compliant e‑shop with all required legal documents. Once set up, regular feed updates, competitive pricing, and active bid management are essential for sustained success.

Whether you are a small local store or a large regional merchant, these platforms can significantly expand your reach and drive measurable revenue growth. Start by choosing the platforms that best fit your product categories and target markets, and invest the time to optimise your presence on each one.

Need help integrating your store with price comparison platforms? Playful Sparkle has been engineering digital products since 2004, offering Web Development, e‑commerce solutions, and technical integration services. Our team can help you set up product feeds, register your store, and optimise your presence on Heureka, Árukereső, and other platforms. Contact us to discuss how we can help you grow your online sales.