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More than a month after its launch, Cyprus’ e-kalathi digital price comparison tool is struggling to win over consumers, many of whom appear to be better informed than the platform itself when it comes to supermarket pricing.
According to an article by Kathimerini's Dorita Yiannakou, the e-kalathi platform, developed by the Consumer Protection Service under the Ministry of Energy, Commerce and Industry, was designed to promote transparency and competition in the retail sector. However, limited functionality and a narrow product range have drawn criticism from both consumers and industry stakeholders.
Marios Antoniou, president of the Cyprus Retailers Association (PASYLE), told Kathimerini that Cypriot consumers have become adept at monitoring supermarket prices on their own. As a result, the platform, modeled on Greece’s e-Katanalotis, has so far offered little added value.
Currently, e-kalathi offers comparisons for just 478 branded products, far short of the promised 3,000. The lack of features such as proximity-based comparisons and the exclusion of private-label products have further limited its usefulness. Users must search item-by-item across districts to find the lowest prices, a process many find cumbersome.
Small and mid-sized supermarkets have also voiced concern, citing the financial and technical burdens of participation. The Cyprus Supermarkets Association has warned of potential market distortion and unfair competition, calling into question the state’s involvement in a competitive sector.
Despite the criticism, Aliki Iordanous, head of the Consumer Protection Service’s Competition and Relations Division, remains optimistic. She said that 167 supermarkets from 22 chains, each with over €5 million in annual turnover, are already onboard, with more integrations and thousands of additional product codes on the way. A major promotional campaign is ongoing, and over 10,000 users have registered.
Developed at a cost of €218,000, e-kalathi was delayed by competition-related concerns and technical challenges before launching this year. Whether it will succeed in reshaping consumer habits or remain a marginal tool will depend on the public’s continued engagement and future platform improvements.
