In Central and Eastern Europe, price comparators aren't a side channel — for many categories they're where the buying decision happens. Compari.ro in Romania, Árukereső.hu in Hungary, Heureka.cz / Heureka.sk in Czechia and Slovakia (plus Pazaruvaj.bg in Bulgaria) reach millions of shoppers comparing exactly the product you sell. Getting listed takes a merchant account and one properly formatted product feed. Here's the whole path.
One family, one format
Compari, Árukereső and Pazaruvaj belong to the same network (Heureka Group), and all of them — Heureka included — read the same feed format. The catch: it's not Google's format. Where Google Shopping expects an RSS feed with g: attributes, the comparators expect an XML of SHOPITEM elements with fields like PRODUCTNAME, PRICE_VAT, DELIVERY_DATE and CATEGORYTEXT. Uploading your Google feed there fails validation immediately — you need a second feed, generated in their dialect.
The fields that decide your visibility
DELIVERY_DATE — how many days until dispatch (0 means same-day). Comparators show it next to your price, and shoppers sort by it; missing delivery info pushes you below stores that provide it.
CATEGORYTEXT — the comparator's own category path, like Heureka.cz | Elektronika | Mobilní telefony. Products mapped to the right category appear on the right comparison pages; unmapped products land in a generic bucket few shoppers browse.
EAN (barcode) — same story as Google: the barcode pairs your offer with the comparator's product card, and paired offers appear in the head-to-head price table where the traffic is. Offers without an EAN get a standalone listing with far less visibility.
PRICE_VAT — the final price including VAT, matching your product page exactly. Comparators verify prices by crawling your store; repeated mismatches suspend the offer, just like on Google.
Submitting your feed, step by step
1. Register a merchant account on each comparator you want: compari.ro, arukereso.hu, heureka.cz/sk (each country is a separate account, with your company and delivery details).
2. In the merchant dashboard, find the feed URL field (Compari calls it the “XML feed”, Heureka “XML export”) and paste the URL of your comparator-format feed.
3. Wait for the first validation run — typically a few hours. Fix whatever the validator reports (the usual suspects: missing delivery info, unmapped categories, prices without VAT).
4. Top up the click budget. The comparators charge per click; you set the deposit and can cap spending. Listings pause automatically when the balance runs out — keep a small auto-refill so you don't vanish from comparisons.
How Feedrobin generates the comparator feed
Feedrobin builds the SHOPITEM-format feed from the same catalog as your Google and Meta feeds — no second export, no template to maintain. Delivery time is a one-field setting, EANs are validated before the comparators see them, and the feed URL you paste into Compari or Heureka stays fresh automatically. All comparators are included on every plan, alongside Google, Meta and Microsoft.