Conceived as a tool to reduce grocery prices, e-kalathi has come under intense scrutiny as its practical utility diverges from its original promise. Despite its objective to deliver tangible savings to consumers, recent analyses reveal that several supermarket chains may be leveraging the platform more for advertising appeal than for providing real discounts.

Misleading Price Comparisons

Recent findings by the Cyprus Consumers Association indicate that even seven months after its launch in June 2025, e-kalathi has fallen short in meeting its stated goals. The data suggest that the platform may create a distorted picture of pricing, misleading consumers to believe one chain offers the lowest prices overall. In practice, the display of selectively discounted items can lead to erroneous perceptions about a supermarket’s overall pricing structure.

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Flavor-Specific Price Discrepancies

One example involves a children’s yogurt dessert. A strawberry flavor appears on e-kalathi at a lower price, while other flavors of the same product are not listed. This can suggest broader savings even though the discount applies only to one variant. Notably, only a few retailers, such as Athinaeitis and Ioannidis, maintain uniform pricing across all variants, bolstering customer trust through consistent pricing practices.

Promotion Compliance Under The Microscope

Concerns also extend to promotional campaigns. According to the Cyprus Consumers Association, offers such as “1+1 free” are sometimes presented in a way that may not clearly reflect the actual unit price. Under current regulations, if a product is listed at €3, the promotional unit price should not exceed that amount. In practice, some retailers appear to adjust list prices without immediately updating or removing the promotion, which can create confusion for shoppers.

Cases such as detergents incorrectly labeled under “1+1 free” promotions highlight broader questions about price transparency. The discussion around e-kalathi’s operation has therefore focused on the need for clearer pricing rules and more consistent promotional practices among supermarkets.