Serbia has taken a new step in digitizing retail price information with the launch of a national platform that gathers prices for thousands of products sold in major distribution chains.

The tool, made available to the public on October 16th, allows users to search and compare prices for the same item across different retailers, without needing to register.

According to the Serbian Ministry of Internal and External Trade, the platform initially integrates information from 39 retail chains, representing more than four thousand establishments and more than 11 products. The initiative seeks to facilitate consumer access to commercial information and contribute to greater transparency in price formation and evolution.

Price comparison is now possible on a single portal.

The platform allows consumers to check product prices by retail chain, category, and item, making it easier to identify differences between establishments.

The information covers 25 product categories, including food, beverages, and other areas of daily consumption. Compared to previous price monitoring mechanisms, two categories have been added: pet food and alcoholic beverages.

According to Serbian authorities, the tool offers a more comprehensive view of the market and allows users to track price changes over time. The system also distinguishes between regular and promotional prices, providing information that can help consumers identify savings opportunities.

The platform gathers data from price lists published by the retailers themselves, allowing for the comparison of equivalent products and the analysis of differences between operators.

Retailers required to make price lists available daily.

The launch stems from legislative changes approved in Serbia in April, which strengthened transparency obligations in retail trade. The legislation mandates that the operators covered publish their price lists on their respective websites and on the National Open Data Portal.

The obligation applies to retailers with annual revenues exceeding three billion Serbian dinars, approximately 26 million euros. These operators must keep the data updated daily and reflect price changes as stipulated by law.

The Serbian government expects two more retail chains to be integrated into the platform as soon as they adapt their data to the required technical format.

Making price lists available in reusable formats also allows the information to be analyzed by other entities and used in the development of digital tools.

The tool aims to strengthen consumers' purchasing power.

During the platform's presentation, Jagoda Lazarević, acting Minister of Internal and External Trade, highlighted the importance of providing consumers with clearer and more accessible information. According to her, the initiative represents an evolution of the previous weekly price monitoring system, developed during the implementation of measures to limit commercial margins.

The new tool allows for more frequent updates to information and facilitates the comparison of commercial offers. According to the minister, the goal is to give consumers better conditions to decide where, when, and how to make purchases.

Comparing prices can help households manage their budget, although actual savings also depend on factors such as store location, travel expenses, and product availability.

Government prepares interactive map of distribution.

In addition to price comparison, the platform is expected to evolve to integrate new analytical functionalities. Mihailo Jovanović, director of the Agency for Information Technologies and Electronic Administration, announced that the authorities intend to develop an interactive map of the Serbian commercial network. The tool will allow users to identify existing establishments in different regions, business formats, and the geographical distribution of operators.

The system could also support the monitoring of price trends and the analysis of purchasing behavior. For the authorities, this information could be used in the development of public policies and in the evaluation of market functioning.

Open data can stimulate new digital solutions.

Making commercial information available through the National Open Data Portal also allows programmers and technology companies to create their own analysis and comparison tools.

The model goes beyond a simple price comparison tool by providing structured and reusable information. This approach could facilitate the development of applications to track consumer baskets, identify price differences, and analyze the evolution of promotions.

The government platform therefore constitutes an information infrastructure that can be used by both consumers and public and private entities.

Price transparency gains relevance in European retail.

The Serbian initiative comes amid growing attention to the cost of living and price comparison mechanisms. Recent studies conducted in different European markets show that consumers are paying more attention to finding affordable alternatives and promotional campaigns. In Spain, for example, an Ipsos survey for Amazon revealed that 90% of respondents say they compare prices before buying.