Price comparisons in Europe

Are price comparison websites reliable?

Comparison websites are very useful for saving time and easily accessing the best deals, provided you understand how they work.

The legal obligations of comparison websites

In Europe, online price comparison websites are considered platform services. This is how the European Digital Services Act defines them. Comparison websites must therefore at least be transparent about their product and service recommendation system (see last question).

In France, these comparison websites have a few additional obligations. The following information must be easily accessible on all pages of the website.

• The way in which the comparison website selects and ranks offers (criteria, possible financial links, financial compensation from listed sellers).
• How it works (comprehensive range of offers, price updates, variations in commercial warranties depending on the product).

Comparison websites must display the total price to be paid, including all fees: booking, cancellation, delivery, commissions, taxes, etc. If they cannot give the exact price in advance, they must clearly explain the specific conditions and the calculation method.

Price comparisons are not always objective

In practice, comparison websites do not always display complete information. Some personalise their results without your knowledge. To do this, they use your browsing data to show you certain offers, which are not always the most advantageous. Other comparison websites favour offers from advertisers who pay to appear at the top of the results.

Our advice:

• Before visiting a comparison website, clear your cache. This will delete your search history and cookies, which provide algorithms with a wealth of personal information. Also disable any geolocation features and switch to private browsing mode.
• Always check the final price directly on the seller’s website. The online comparison tool may not display the current price. Similarly, be aware of price increases during the purchasing process: additional costs may appear at the end of your order. This is known as drip pricing.
• Feel free to check several different comparison websites to get a better idea. Keep in mind that a comparison website does not necessarily list all sellers.
• Finally, do not focus solely on price! Also compare product quality, warranties and customer service.

Can a seller charge different prices in each country?

The same seller’s website may have different interfaces in France, Belgium, Germany, etc., and display different prices for each country.

It is legal because sellers freely set their prices.

However, you must have access to all these interfaces. The seller cannot block or restrict your access to the website based on your geographical location. Similarly, the seller does not have the right to automatically redirect you to your country’s interface without your consent.

You should also be able to make purchases on the Belgian, German or other versions of the retailer’s website. The Geoblocking Regulation prohibits discrimination based on your nationality, place of residence, postal or delivery address, IP address, language, bank location or the country issuing your bank card. However, even if you can place an order, you cannot force the seller to deliver to your country. The seller has the right not to provide for delivery abroad in their terms and conditions. For more information, see our article on geo-blocking.

Why do prices vary between a seller’s website and a marketplace?

Each seller remains free to apply different prices depending on the sales channel they use (their own website or marketplace).

Example: you buy a television from an Italian seller. Then you discover that the same seller is selling the same television at a lower price on a German marketplace. You cannot demand that the seller refunds the difference, unless there is an EU-wide best price guarantee.

Furthermore, keep in mind that sellers do not necessarily offer the same services and benefits everywhere. Depending on whether they sell on their own website or via a marketplace, they may or may not offer a commercial warranty, for example.

Before ordering, carefully check what each website or marketplace includes in the product price. Commercial warranties and other benefits may sometimes vary from one sales channel to another.

In the event of a significant price difference, try to exercise your right of withdrawal and cancel the order. The cooling-off right applies to most online purchases. However, please note that it does not apply uniformly in all countries. In France, you must wait for delivery to withdraw, while other countries allow you to cancel immediately. Please also note that you generally bear the cost of returning the package. You only get a refund for these costs if the seller didn’t inform you before you confirmed your order.

Can I ask the seller to match the price if a Dutch website offers a product cheaper than the French website?

No, unless the seller has clearly stipulated this in their terms and conditions, for example with an EU-wide best price guarantee.

Each seller can set their own prices, and these may vary from one website or country to another. Once the seller has confirmed your purchase at the price indicated, they are under no obligation to match it, regardless of whether they previously offered a lower price or a competitor did.

Best price guarantee

However, some websites or retailers offer a ‘best price guarantee’. A refund is possible if you can prove that a competitor is selling the same product at a lower price. However, this type of guarantee usually comes with strict conditions (time limit, geographical scope, identical product, comparable website, etc.).

Outside of this guarantee, the price you paid at the time you ordered remains valid. This does not prevent you from attempting to negotiate a commercial gesture with the seller. However, bear in mind that they remain free to refuse.

Our advice

• Avoid rushing into a purchase and keep in mind that a good deal is relative. The most important thing is that the price you pay matches the value you place on the product.
• Before buying, compare prices on several websites or use a reliable comparison tool.
• Check whether the seller offers a best price guarantee. Make sure you understand the terms and conditions of this guarantee.
• If the price difference is significant enough, you may consider cancelling the order by exercising your right of withdrawal. This right applies to many products. But be careful, in France, you must first wait until you have received the item before withdrawing. In addition, you bear the cost of returning the order, unless the seller has not notified you in advance.

Why do online platforms show me certain products or offers first?

The way in which online platforms recommend products, promotions or prices to you may depend on algorithms.

This presentation of items can have an impact on the product you choose. And therefore, on the price you ultimately pay!

Online platforms use your personal data (clicks, searches, purchase and browsing history, location, etc.) to personalise their recommendations.

The EU regulates online platforms

Since 2024, the European Digital Services Act has imposed several transparency requirements. This applies to online platforms (including marketplaces) operating in the European Union or targeting European consumers.

Platforms must clearly state in their terms and conditions:

• The main settings used to recommend offers or information to consumers.
• And how you can change these settings.

They must also explain:

• What criteria influence the ranking (e.g. popularity, price, relevance, commercial links).
• And why they consider these criteria important.

On some platforms, there are several options for sorting products: by default, by price, by customer reviews, etc. In this case, the platform should offer you a clear and easily accessible feature for choosing your preferred option. And you can change it at any time directly on the page which displays the results.

Our advice

• Do not rely solely on the first displayed result. It is not always the best offer, but sometimes the one that the algorithm thinks you will buy.
• Look for the option to sort or filter the results. The platform will then display the products by price, customer reviews, or chronological order, depending on your preferences.
• Disable or change the personalisation settings, if possible, especially if you want a more neutral search.
• Clear your cookies or use private browsing mode to see if the results change. You may notice that the results displayed are personalised.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Innovation Council and Small and Medium-sized Enterprises Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.