A market where price decides
Estonian shoppers are more price-sensitive than ever. Someone buying furniture compares three to five stores before deciding, and does it in minutes. For a retailer that means a simple truth: if you don't know your market position, you price blind. A row priced too high loses the buyer; a row priced too low loses the margin.
The challenge: thousands of products, a moving market
ON24 carries thousands of products, and each one has its own competitors who move prices with campaigns, seasons and stock levels. Tracking that volume by hand would mean endless spreadsheet work that goes stale before it is finished. The question was never whether to track, but how to do it so people work on decisions, not on copying.
The solution: the machine watches, the person decides
Comprice links ON24's products to their competitors automatically. Matching runs in several layers: EAN code, product name, image recognition and meaning comparison, because the same product carries a different name in every store. From there the system works on its own:
- prices update several times a day
- every product shows its market position: who is cheapest, where you stand
- an alert arrives when a competitor moves, not when someone happens to open the dashboard
- price suggestions account for position and a competitor's stock, and ON24 always makes the call
The numbers today
Price updates arrive several times a day, alerts the same moment. The next step is under way: automated matching of up to 3,000 products, where the system finds each product's competitors itself and the person only confirms the result.
Why it matters
Price monitoring is no longer the privilege of large international chains. The same machine that watches the market for ON24 works for every Estonian e-shop that wants to price on knowledge, not on gut feel.