Pazaruvaj: how to list your products with an XML product feed

In short: Pazaruvaj.com is the Bulgarian price comparison site of Heureka Group, and it sends shoppers straight to the product page in your own online store. A CloudCart store lists its products there with a ready-made XML feed: switch it on in Apps → XML Feed → Pazaruvaj, choose the products and give Pazaruvaj the feed URL. The feed refreshes every 4 hours with price, images, brand, barcode and delivery.

This guide is for any EU seller who wants Bulgarian shoppers, whether your company is in Sofia, Vienna or Warsaw. The examples use CloudCart, an ecommerce platform with the Pazaruvaj feed built in, along with feeds for the sister sites in Hungary and Romania.

What is Pazaruvaj.com and why sellers list products there

Pazaruvaj.com is a price comparison site for shoppers in Bulgaria. A shopper searches for a product, sees the offers of different stores one under another and picks by price, delivery and reviews. A click opens the product page in your store, so the order, the payment and the customer stay with you. Pazaruvaj belongs to Heureka Group, which runs price comparison sites in 9 European countries, among them Heureka.cz, Árukereső.hu, Compari.ro and Ceneje.si, and reports more than 55,000 e-shops in its network.

The channel works best for goods people compare by model and price: electronics, appliances, phones, tools, branded cosmetics with barcodes, baby products.

Important: selling into Bulgaria from another EU country counts as distance selling. Once your distance sales to consumers in other EU countries pass €10,000 a year, you charge the VAT of the customer's country and can declare it through the One Stop Shop (OSS), as Your Europe explains. The full checklist, from Bulgarian-language texts to couriers, is in the guide to selling online to Bulgaria from abroad.

How much does Pazaruvaj cost for an online store?

Pazaruvaj costs you two things: the Pazaruvaj fee and your store platform. The pricing model, rates and minimum amounts of Pazaruvaj are in its price list and partner agreement, so check them when you sign up. In CloudCart, the Pazaruvaj feed is part of the plan, with no separate app to pay for, and CloudCart takes no commission on orders from Pazaruvaj.

How to work out what you can pay per visit

If you pay per visit, set a ceiling before the first paid clicks by dividing the margin of one order by the visits it takes to get one order.

1. Margin per order. Example: a coffee machine sells for €180 and you keep €27 after purchase cost and delivery.
2. Conversion from the channel. Example: 2 out of 100 visits from Pazaruvaj buy (2%).
3. Ceiling per visit. €27 × 0.02 = €0.54. Every visit above €0.54 loses money on this product.

The calculation also tells you which products to list first: the ones with the biggest margin in euro. At €0.54 per visit, an accessory with a €4 margin loses money while the coffee machine profits. At 3% conversion instead of 2%, the same product carries €0.81 per visit; see how to lift your online store conversion rate.

What XML feed does Pazaruvaj need and how does it work?

Pazaruvaj reads your catalog from an XML feed: a file at a fixed address that describes every product with name, price, images, stock and delivery. Pazaruvaj fetches the address on a schedule and updates your offers, so you never upload products by hand. In CloudCart the feed is ready-made in the format Pazaruvaj reads:

• Refresh every 4 hours. A new price, sold-out stock or a new product reaches the feed within 4 hours.
• The sale price. If a product has a discounted price, the feed sends that price.
• Your own categories. The feed sends your store's category path, such as "Electronics > Phones > Smartphones". There is no category mapping step, unlike Glami or Google.
• The store's currency and language. The feed uses the store's primary currency and language. To show Bulgarian shoppers a Bulgarian-language store next to your home-market store, run a separate store per country with CloudCart multistore, each with its own language, currency and feed.
• A public address. Pazaruvaj reads the feed without signing in, so share the address only with Pazaruvaj.

How to list your products on Pazaruvaj step by step

You need a CloudCart store and a merchant account with Pazaruvaj; the contract and the terms for showing offers are agreed directly with Pazaruvaj.

1. Open the app. In the admin, go to Apps → XML Feed → Pazaruvaj and activate the feed.
2. Choose the products. Send all products or filter by category, vendor, single product, tag or a selection. Start with your best sellers.
3. Decide on stock and hidden products. In-stock only is usually best, so you never send shoppers to a product they cannot order.
4. Fill in the defaults. Barcode, SKU, delivery cost and delivery time, used only where a product has no data of its own.
5. Copy the feed URL from the app and give it to Pazaruvaj when you register your store.
6. Wait for the review. Pazaruvaj reads the feed and decides when to show your offers. Fix any remarks in the product data; the next refresh carries the change within 4 hours.
7. Switch on reviews (optional) with the Web API key from Pazaruvaj.

What data does the feed send to Pazaruvaj?

Every product in the Pazaruvaj feed carries these fields, taken from your CloudCart catalog:

Field in the feed	Where it comes from
Product ID and URL	The product in your store; a click opens the product page
Name and description	The product name and description
Price	The product price, or the discounted price when active
Category	The category path in your store
Images	The main image and the additional images
Manufacturer	The manufacturer (brand) set on the product
Barcode	The variant's barcode, else the default barcode
Product code	The variant's SKU, else the default SKU
Delivery cost and time	The values in the feed settings

The default barcode has 8 to 13 digits. Delivery time is a number of days, such as 4 or 4 days; a range such as "2-4 days" is the wrong format. For free delivery, the delivery cost field takes a keyword instead of an amount.

One shared barcode for the whole catalog passes validation but does not help comparison, because comparison sites match offers for one model by the real barcode. Google Merchant Center says accurate matching to products can't be assured when the GTIN is missing, and the EAN used across Europe is the 13-digit GTIN. Enter the real EAN from your supplier on the product.

How to prepare your catalog so your offers show up

The feed passes on what your products contain, so incomplete data means your offer shows less often or never joins the right product. Check these points before you send the address:

1. Names the way people search: type, brand, model and key spec, such as "Vacuum cleaner [brand] [model], 700 W".
2. Real barcodes on the product variant. For your own products, see how to get an EAN barcode from GS1.
3. A manufacturer on every product, since the feed sends the brand from that field.
4. Clear images: a main image on a light background plus extra angles.
5. A tidy category tree ("Home > Kitchen > Coffee machines") instead of catch-alls such as "Sale".
6. Accurate stock from your warehouse system; see inventory and warehouses.

Example: a store with 600 products and barcodes on half of them lists those 300 first and adds the rest once real EANs arrive from supplier invoices.

How to fix errors in your Pazaruvaj feed

Most problems with Pazaruvaj offers come from product data and can be fixed in CloudCart:

Error	How you spot it	How to fix it
Delivery time is a range	The setting says "2-4 days"	Enter one number of days, such as 4
Barcode has the wrong length	The default barcode is under 8 or over 13 digits	Enter a valid barcode or the real EAN on the product
Offer stands apart from other stores	The product is not in the shared comparison for the model	Use the real EAN and add brand and model to the name
Price differs from your store	You changed the price less than 4 hours ago	Wait for the refresh, or change sale prices 4 hours early
Offer leads to a sold-out product	The feed holds all products and stock is 0	Choose in-stock only

Why is a product missing from Pazaruvaj?

A missing product is never caused by an unmapped category, because this feed has no mapping step. Check these causes in order: the product is hidden and the feed excludes hidden products; it is outside the feed filter; it is out of stock while the feed is in-stock only; the plan limit is reached; or it was added less than 4 hours ago. If the product is in the feed but not on the site, ask Pazaruvaj, which decides when offers appear. If it is still missing from the feed, write to support@cloudcart.com with the product URL.

How to collect reviews with Pazaruvaj Trusted Shop

Pazaruvaj collects store and product reviews through its Trusted Shop programme, which you switch on by entering the Pazaruvaj Web API key in the same CloudCart app. After every order, the buyer's email and purchased products go to Pazaruvaj, which invites the customer to rate the store and products. Without the key, the feed works as usual. The product codes in the invitations match the feed automatically, and the Árukereső and Compari feeds use the same key setup.

Important: under the GDPR, customers must be told about the other companies or organisations that will receive their personal data, so name Pazaruvaj in your privacy policy as a recipient of review data.

How to prepare your Pazaruvaj offers for Black Friday

On a comparison site your price sits next to every other store's, so a fake discount shows at once, and EU law forbids it. Under Article 6a of the Price Indication Directive, added by Directive (EU) 2019/2161 and applied from 28 May 2022, the prior price shown next to a reduction is the lowest price you applied in at least the 30 days before it.

1. Keep the regular price stable for 30 days. Each price's history is in Products → product → Change log.
2. Change the price at least 4 hours early, because the feed refreshes every 4 hours.
3. Switch to in-stock only, so you do not pay for visits to sold-out products.
4. Check your Pazaruvaj budget, so a spent prepaid balance does not stop your offers on peak days.

A day-by-day plan and a 30-point store check are on the Black Friday page.

How many products can you list on Pazaruvaj by plan?

The number of products in the Pazaruvaj feed depends on your plan, per the plan comparison; prices are per month billed annually, excluding VAT. The same limits apply to the Árukereső, Compari and Skroutz feeds.

Plan	Price per month	Products in the Pazaruvaj feed
Baby Pack	€14	up to 100
Starter Pack	€33	up to 2,000
CC Pro	€83	up to 7,500
CC Master	€249	up to 10,000

On CC Master, the variants-in-listings feature sends each variant as a separate offer linked to the main product, which helps when every colour or capacity has its own barcode and price. On other plans the product enters the feed as one row.

Pazaruvaj or eMAG Marketplace: which should you choose?

Pazaruvaj sends the shopper to your store, while eMAG Marketplace sells your goods on its own site. Google Shopping, like Pazaruvaj, sends the shopper to you.

	Pazaruvaj	eMAG Marketplace	Google Shopping
Where the shopper orders	In your store	On eMAG	In your store
Whose customer	Yours	Stays with eMAG	Yours
How you pay	Pazaruvaj price list	Commission per eMAG agreement	Ad clicks, if you advertise
Categories	Your category path	eMAG's categories	Google category per store category

Pazaruvaj and Google Shopping build a customer list you can email and sell to again, while eMAG gives reach but keeps the customer. Once a Pazaruvaj shopper lands on your page, a clear delivery price and an accessory offered next to the product raise the order; see how to raise average order value. For Bulgarian shoppers, also compare cash on delivery and card payments.

One catalog for Pazaruvaj, Árukereső, Compari and Google Shopping

Pazaruvaj is one of several channels that read the same CloudCart catalog: change a price or stock once, and the next refresh updates every channel. A sensible order:

1. Clean up the catalog once. The same names, barcodes and images also help your online store SEO and how AI assistants recommend you; see GEO for online stores.
2. Switch on Pazaruvaj in Apps → XML Feed → Pazaruvaj.
3. Connect Google Merchant Center; see the guide to Google Merchant Center and Google Shopping.
4. Add the next country. Árukereső (Hungary) and Compari (Romania) are Heureka Group sites with the same feed format and reviews, so a catalog ready for Pazaruvaj is ready for them. Run each country as its own store with its language and currency.

These are among the ready-made sales channel connections in CloudCart, and a channel that reads XML but is not listed can get its own feed from the XML feed generator in the admin. More in selling on marketplaces and Google Shopping from one store. Pazaruvaj and eMAG are compared in the guide to marketplaces and price comparison sites. If you sell on another platform today, moving your store keeps products, customers and orders.

Checklist before you give Pazaruvaj the feed

• Product names hold type, brand and model.
• Products have a real EAN and a manufacturer.
• Categories form a tidy tree, and the feed is in-stock only.
• Delivery time is one number of days.
• The product count is within your plan limit.
• The Web API key is in and Pazaruvaj is named in your privacy policy.
• You know your ceiling per visit and, if you sell from abroad, your OSS position.

How to tell if Pazaruvaj makes you a profit

Pazaruvaj is profitable when revenue from its orders, times your margin, beats the Pazaruvaj bill for the same period. In CloudCart you see that revenue with no extra setup.

1. Open Analytics → "Sales by traffic source (referral)", find the pazaruvaj.com row and select the billed period. The total excludes delivery.
2. Compare with the invoice. Multiply the total by your margin and subtract the cost of visits. If the result is negative, narrow the feed to high-margin products.
3. Check "Landing pages by sales" to see which product pages paid orders start on, and compare the price and delivery of listed products that never appear there.

The report credits the source of the first visit in the session. Shoppers who leave a cart can be brought back with abandoned cart reminders, and since the customer is yours, the next purchase can come from email marketing with no new visit fee.

Frequently asked questions

The Pazaruvaj feed is ready as soon as your catalog is in: create a store for €1, add your products and switch on the feed.