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.
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 Cyprus’ 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.