New price-comparison portal ekalata.gov.ge launches to track supermarket offers and grocery costs

The Georgian Competition and Consumer Agency (GCCA) has unveiled a new information portal, www.ekalata.gov.ge, designed to track the cost of essential goods in a standard household shopping basket. The platform will serve as a central hub where consumers can compare deals and prices across major supermarket chains.

“In line with the short-term strategy outlined by the Prime Minister’s initiative and the findings of the Parliamentary Fact-Finding Commission on Pricing Structures for Food, Medicines, and Fuel, retail chains have begun offering consumers promotional deals on essential household groceries. As part of this strategy, the Agency was tasked with creating a unified digital space, the ‘e-basket’, to provide citizens with clear information on the best deals and prices available across supermarket chains,” the Competition Agency noted.

The website, www.ekalata.gov.ge, will feature the best prices for 13 essential food items included in the standard household basket, compiled from the 12 largest retail chains. Consumers will be able to compare product prices and access information on top offers. Users can also browse by category to find the best deals and build a custom shopping basket to calculate their total costs.

Speaking at the launch, GCCA Chairman Irakli Lekvinadze emphasised that the platform aims to empower consumers and increase market transparency. He added that the digital tool would further stimulate competition within the Fast-Moving Consumer Goods (FMCG) sector, enabling citizens to make well-informed choices.

“Participating supermarket chains will be required to submit weekly data to the Agency regarding their best offers and prices for products in the household basket, which will then be proactively updated on the portal. We plan future upgrades to the web platform to ensure maximum consumer awareness. Information on the best deals will be broadcast across various television and media formats, and a dedicated mobile app is also in development,” the Competition Agency stated.

Under the Prime Minister’s initiative, the Parliamentary Fact-Finding Commission reviewed the FMCG sector’s pricing structures for food, medicines, and fuel, resulting in a comprehensive report detailing short-, medium-, and long-term measures designed to boost market competition.

The Georgian Competition and Consumer Agency has been monitoring the FMCG market since 2023 to assess competitiveness. The FMCG market hit 14 billion GEL in 2025, with organised retail holding a 64% share, according to Agency estimates.