Nicosia, Cyprus. The consumers’ association raised concerns on Monday that pricing shown on e-kalathi may mislead shoppers and fail to identify the lowest supermarket prices. It warned that supermarkets may be “cooking” prices to appear cheaper than competitors.
Concerns over the platform’s effectiveness
The association said the online tool, launched in June 2025, “has largely failed to achieve its purpose” and may now mislead consumers. It said there were strong indications the prices recorded in e-kalathi could misrepresent which supermarket is the “cheapest” and the “most expensive.”
Survey findings and pricing differences
A survey conducted in January found that some products listed on e-kalathi were priced significantly lower than identical items not included on the platform. The association said the finding required further research to determine the broader impact on consumers of this pricing policy.
It highlighted cases where a product with a wholesale price of €2.75 was sold retail for less than €2.
Product listings and supermarket coverage
The association also cited ongoing price differentiation within the same supermarket branches, a practice it said only began after August 2025.
An analysis of seven major supermarkets with nationwide coverage found that only one had all products fully listed on e-kalathi, while others excluded certain items.
Changes in price gaps between supermarkets
Between last July and January this year, the association reported a continuous decrease in the percentage difference in total cost of common products between the most and least expensive supermarkets, falling from 13 per cent in July to 4.4 per cent in January.
The association said “an inexplicable pricing” was observed for products included in e-kalathi compared with those not included, and said this pricing may mislead consumers regarding total costs and should be further investigated.
Have you noticed differences between prices shown on e-kalathi and prices in supermarkets?
