Georgia’s Competition and Consumer Agency has launched a new online platform, ekalata.gov.ge, designed to improve price transparency for essential food products. The “electronic basket” system allows consumers to compare the lowest prices for 13 basic grocery items across 12 major retail chains in one place.
Under the program, participating supermarket chains will submit weekly updates on their best offers for the selected staple goods. The platform will then aggregate and display this data, enabling users to compare prices, filter by product category, and build a virtual shopping basket showing total costs.
Officials say the initiative aims to increase market transparency and strengthen competition in the FMCG sector. The platform is also expected to expand in the future with mobile applications and broader media integration to improve public access to pricing information.
The Competition Agency notes that the FMCG market in Georgia reached an estimated 14 billion GEL in 2025, with organized retail accounting for 64% of the sector. The platform is part of a broader government effort to monitor pricing structures and support consumer awareness.
