Competitor price comparison: free Excel template

Download the free Excel template

The file uses the .xlsx format, with no macros or external data connections. The data in the Example sheet is fictional. The formulas are designed for Excel; you can also import the file into another spreadsheet application and check the calculations against the example.

What does the price comparison template include?

Fill in the blue cells. Price differences in euros and percent appear immediately after the seller, in columns C and D. The grey columns calculate the delivered total and the differences: keep their formulas. The header row and the first four columns stay visible as you scroll.

Which fields should you fill in for a competitor price check?

Use one row per offer and date, with all amounts in euros. Enter 0 only when free shipping is confirmed. If shipping costs are unknown, leave the cell blank: the template does not treat it as zero. Record any subscription-only discount, coupon or minimum order in the notes.

Example: a lower advertised price can cost more

You sell a new pair of headphones for €99 including VAT and delivery. These are the five fictional offers in the workbook. The first two are equivalent to your offer and in stock.

Store A has the lower product price of the two comparable offers. However, Store B costs €0.90 less once shipping is included. The product price alone is therefore not enough to decide whether to adjust your price.

Which formulas does the Excel file use?

• Delivered total including VAT = product price including VAT + shipping including VAT. The result stays blank if either amount is missing.
• Difference in euros = competitor delivered total − your delivered total. A negative result means the competitor is cheaper; a positive result means your offer is cheaper.
• Percentage difference = difference in euros ÷ your delivered total. For example: (95.80 − 99) ÷ 99 = −3.23%, rounded.

Differences are calculated only when your delivered total is greater than zero, Comparable offer? is set to Yes, and Availability is set to In stock. Missing shipping costs, unverified offers and out-of-stock products leave the difference cells blank, preventing misleading comparisons.

How should you use this spreadsheet for your store?

1. Download the file and save a copy for your store. Start by reading the Example sheet.
2. In Price checks, begin with your priority products and a few direct competitors. Check the reference and variant on each product page.
3. Enter product prices, shipping costs and your own delivered total for the same destination. Record the product condition, availability and date.
4. Confirm that each offer is comparable, then filter negative differences to review cheaper competitors. Read the notes before making a decision.
5. At the next check, add rows with the new date. This keeps your earlier observations instead of overwriting them.

For help choosing what to monitor and checking offers, read our guide to monitoring competitor prices online and our guide to avoiding product matching errors.

When should you move from Excel to automatic price monitoring?

A spreadsheet works well for getting started and documenting a one-off comparison. The workload grows with the number of products and websites: 20 products checked across three competitors already means 60 offers to review each time. If checks become irregular or you miss changes, price collection is the first step to automate.

Competiprice collects prices from compatible URLs at your plan’s frequency, keeps their history and lets you configure alerts. Start by testing up to three URLs without an account. A free Discovery account then lets you track five products with three competitors per product and one check per day. You still need to verify shipping costs and conditions to interpret the collected prices correctly.

This workbook supports manual comparisons. To import your catalogue into Competiprice, use the CSV template provided in the dashboard and adapt your columns to that format.