Kelkoo vs Google Shopping: where UK price-conscious shoppers actually are

Kelkoo and Google Shopping both show your products to UK shoppers — but they reach different buyers at different stages with different intent. Understanding the difference can significantly improve your channel mix ROI.

The fundamental difference in buyer intent

Google Shopping reaches buyers at various stages: research, comparison, ready-to-buy. The intent signal is strong but mixed.

Kelkoo reaches shoppers who are already price-comparing. A Kelkoo user has typically decided what they want and is finding the cheapest legitimate source. Conversion intent is high — but if you're not price-competitive, you don't win.

Which categories perform better on Kelkoo

Kelkoo works best for products where: the product is identifiable by model number or EAN, price comparison is the primary decision factor (electronics, appliances), and your price is competitive — within 5–10% of market rate.

Doesn't work well for: fashion, luxury goods, handmade or unique products, products with complex configuration.

The EAN requirement

Kelkoo's price comparison engine matches products by EAN barcode. Without an accurate EAN, your product either doesn't appear in comparison listings or appears next to a different product. EAN accuracy is critical on Kelkoo in a way it's important-but-optional on some other channels.

CPCs: Kelkoo vs Google Shopping

Kelkoo typically operates at lower CPCs than Google Shopping — often 10–25p vs 50p–£1.50+ for electronics. The trade-off: lower CPC but typically lower conversion rate (Kelkoo traffic is more price-sensitive). Net result for price-competitive merchants: similar or better CPA on Kelkoo for eligible categories.

Running both without double workload

Google Shopping uses XML with g: namespace attributes. Kelkoo uses its own XML format. With Trajekt, both formats are generated from the same source data in the same feed run — you configure once, Trajekt outputs both simultaneously.