Price comparison tells shoppers where to buy. It will not tell you what to charge.

What Hinnavaatlus is

Hinnavaatlus calls itself Estonia's oldest and largest price comparison portal and says it has been running since 1997. On 4 October 2026 its homepage counter showed 3,151,641 products and 7,567,892 price offers. The firm catalogue lists 122 shops, each with its own price list page.

A shop joins by email. The conditions: a VAT-registered company, at least one year in business, prices shown with VAT. Products arrive by XML feed, and some Estonian shop platforms ship a ready-made exporter for it. The published revenue model is banner advertising: a header banner is listed at 1,425 euros a month excluding VAT, and no listing fee for shops is published. The site also runs what it calls Estonia's largest IT forum, with over 90,000 registered users by its own count.

What a seller gets from it and what it leaves out

A product page shows three columns: Pakkuja, Saadavus, Hind (seller, availability, price). A Ferratum blog post from March 2023 says sellers use it for exactly that: checking competitor prices. One product at a time, by hand, it works.

It also stops there. No page says when a price was last updated; the homepage, the price lists and the product pages carry no timestamps. Instead there is a disclaimer: offers are indicative and the portal is not responsible for prices, stock or product data. Price list rows carry a product code and a GTIN, but how offers get grouped under one product is not described. We found no API, no alerts and no seller dashboard on the site or in its terms. You only see shops that have submitted a feed; a competitor that never did is invisible. And all of those shops are Estonian: no Latvian, Lithuanian or other foreign shop is listed.

A shopper needs a price once. A seller needs it every day.

The same story at hind.ee

hind.ee calls itself a price comparison portal and says its database holds more than 250 online shops, a million products and five million prices, with over 500,000 visitors a month. It lists more than 1,500 categories, furniture, food and pharmacy among them, and its sellers include Latvian and Lithuanian shops. A shop joins by e-mail or a registration form; no public price list for shops is published.

For a shopper, hind.ee offers more than Hinnavaatlus: a product page carries the seller table, a price history and a price-drop notification. For a seller the limits are the same. Offers show no time of the last read, and a note under the table says the prices shown may differ from the shop's own. There is no market position, no seller dashboard and no API. Hinnavaatlus and hind.ee answer the shopper's question. Comprice answers the seller's.

What Comprice does differently

Comprice reads competitor prices from each shop's own product pages several times a day, and every product shows when it was last read. Comprice keeps the price history and records each product's rank (cheapest, second, third) every day. When a competitor drops below your price, an email goes out. If you would rather not hear about every move, take a daily or weekly digest instead.

Products are matched by EAN first, then by image recognition, OCR and text analysis, with a person checking the result. Coverage: shops across the Baltics and the Nordics, and for manufacturers also the rest of Europe, the US, Canada and the UK, with prices shown in your own currency. A missing competitor shop is added free, usually within 1 to 2 business days, where technically feasible. Data flows out through a REST API or CSV into your ERP or Power BI. Comprice never writes prices into your shop; you approve every suggestion by hand.

Comprice has a limit too. It reads public prices and stock only. Closed B2B portals are out of its reach, and those prices stay with you to verify.

Example: 2,750 products, 84 shops

ON24, an Estonian home-furnishing retailer, keeps 2,750+ products under monitoring in Comprice, with about 4,700 competitor product links across 84 shops. Prices refresh several times a day. Every product shows who is cheapest and where ON24 stands. A competitor's price change triggers an alert. Price suggestions take market position and competitor stock into account; ON24 makes the final call.

The same job on a comparison portal means opening 2,750 product pages a day, with no timestamp to tell you how fresh each price is.

Which one you need

If you sell computers, electronics or camera gear in Estonia, be on Hinnavaatlus. If you sell furniture, food or beauty, be on hind.ee. That is where shoppers look. Comprice brings you no shoppers at all; it tells you what price to meet them with. One is a sales channel, the other a decision tool. Neither replaces the other.