Georgia's Competition and Consumer Agency (GCCA) has launched a new online platform, ekalata.gov.ge, allowing consumers to monitor and compare prices of essential goods sold by major supermarket chains across the country.
The portal was introduced as part of a government initiative aimed at increasing market transparency and helping consumers identify the most competitive offers on everyday products, Caliber.Az reports, citing Georgian media.
According to the GCCA, the platform was developed in line with recommendations made by the Parliamentary Fact-Finding Commission on food, medicine and fuel pricing, as well as measures outlined by the prime minister to improve competition in the retail sector.
The website provides information on the best prices available for 13 staple food categories included in a standard household shopping basket. Data is collected from the country's 12 largest retail chains, enabling users to compare prices, review promotions and calculate the cost of a personalised shopping basket.
Speaking at the launch event, GCCA Chairman Irakli Lekvinadze said the initiative is designed to strengthen consumer awareness and improve transparency in the retail market. He noted that the platform is also expected to encourage greater competition in the fast-moving consumer goods (FMCG) sector.
Under the system, participating supermarket chains are required to submit weekly updates on their lowest prices and promotional offers, which will be regularly published on the portal. The agency said further upgrades are planned, including the development of a mobile application and broader dissemination of pricing information through television and other media channels.
The launch follows a broader review of pricing structures in Georgia's FMCG sector conducted by a parliamentary commission, which proposed a range of short-, medium- and long-term measures aimed at enhancing competition.
The GCCA has been monitoring competition in the FMCG market since 2023. According to agency estimates, the sector was valued at 14 billion Georgian lari in 2025, with organised retail accounting for 64% of total sales.
By Bakhtiyar Abbasov
