Glossary
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compare-at-price
E-commerce compare-at price (Shopify): definition of reference price, promo display on product pages, regulations, and common margin practices.
Updated on
June 4, 2026
The strike-through price (compare-at price, compare price) is the reference price displayed with a line through it next to the current selling price on a product page. It serves as an anchor to show a promotion: "€49 €69". On Shopify, it corresponds to the Compare-at price field by variant. Distinct from a promo code, the strike-through price is displayed directly on the product page.
Summary
Definition of strikethrough pricing in e-commerce
The strikethrough price indicates to the customer how much the product cost (or is worth) before the displayed discount. The active price (Price) is the one paid at checkout; the compare-at is the visually struck-through amount.
Typical display on a PDP:
The concept is best understood by distinguishing several elements: : €39.90 (highlighted); : (compare-at); : "-33%" automatically calculated by the theme.
Useful distinctions:
The concept is best understood by distinguishing several elements: vs : the strikethrough price modifies the catalog display; the discount applies to the cart or checkout (code or auto); vs : the strikethrough is visible without customer action; the code requires entry; vs : the psychological plays on the format (€19.99); the strikethrough on a before/after comparison; vs : MSRP = manufacturer's recommended price; compare-at = reference price displayed by the merchant (often the last price charged); vs : dynamic pricing adjusts the price continuously; compare-at is a current price / reference pair set manually or by rule; vs : the comparison engine juxtaposes several sellers; the strikethrough concerns your own product page.
Why the strike-through price is important for an online store
The crossed-out price is a visual lever for conversion on the product detail page and PLPs.
Its main effects are found on several levels: : the customer perceives a saving ("I save €20"); : promo collections, Black Friday, markdowns; : no code needed to see the discount; : Google Shopping displays promo price + crossed-out price if configured (); : "reduced price" sorting, theme badges; : tests with/without crossed-out on bestsellers (); : simulate the impact on the before the campaign.
A fictitious crossed-out price (never sold at that amount) damages trust, exposes to regulatory sanctions, and generates returns or negative reviews.
Reference framework and discount calculation
In the European Union (Omnibus Directive, transposed in France), a discount announcement must be based on a credible reference price, generally the lowest price applied over a recent period (often 30 days before the promotion) and not an artificially inflated price. Check the regulations applicable to your market.
Discount display calculation:
The elements to observe are as follows: = (compare-at − price) ÷ compare-at × 100; Example: compare-at €80, price €60 → -25%; The Shopify theme often calculates the badge automatically if compare-at > price.
Points of attention regarding the reference price:
The elements to observe are as follows: Keep a history of price changes (export, ERP); Do not artificially increase the price on the eve of the sales; Document the duration and the reason for the promotion ().
In practice, "LinHome" decoration shop, plaid at €79 for 6 weeks. Sales: price €59, compare-at €79 (price actually charged). "-25%" badge on PDP and PLP. Google Feed: price 59, sale_price if applicable. Competitor who put compare-at €120 without ever selling at this price: DGCCRF report and loss of trust. LinHome keeps simulated margin before launch and removes the compare-at after the end of the sales.
Using the compare-at price on Shopify
Configuration in Products > [Product] > Pricing (Shopify Help Center):
In Shopify, this translates in particular to: : current selling price (including VAT depending on tax settings); : comparison price displayed if higher than the price; : distinct compare-at per size/color if needed; : check strikethrough rendering, promo color, % badge; :
Key points to consider for a clear and credible promotion
Points of vigilance include in particular: : compliant with local regulations; : compare-at cleared or price updated; : same Amazon, boutique, POS price; before sales (-30% on bestseller); : sale PLP, home, ads; : crossed out vs simple price on cold traffic; : promo start/end dates if required by regulation.
To monitor:
Points of vigilance include in particular: Invented compare-at never applied (legal risk + reviews); Permanent compare-at on the entire catalog (fictitious promo); Compare-at < price (inconsistent display, no strike-through); Shopping Feed with inconsistent sale_price vs site; Double counting: crossed out -25% + code -25% = collapsed margin; Forgetting variants: compare-at on one size only; Confusing supplier cost and compare-at (MSRP ≠ price charged).
In brief
Key takeaways: = compare-at price, crossed-out reference price vs. current price; PDP/PLP promo display, distinct from promo codes and cart discounts; Conversion and ads lever; simulate margin before the campaign; EU/FR regulations: credible reference price (recent period); Shopify: Price and Compare-at price fields per variant; Remove the crossed-out price after the promo, align feeds and theme.
Associated terms, FAQ, and useful resources
Associated Terms
Discount: checkout discount, complement or alternative to the compare-at price.
Promo code: discount activated by client entry.
Psychological pricing: price format (€19.99).
Product page: main display area for the compare-at price.
Margin: impact of promotions on profitability.
FAQ
Compare-at price and strike-through price: are they the same thing?
Yes. Prix barré is the common French term; compare-at price is the Shopify field label and the English equivalent in e-commerce.
Do I need a compare-at price on all promotional products?
No. Use it when you are showing a price-drop compared to a price that was actually charged. For a global cart discount (15% off code), the checkout discount is sufficient without modifying each compare-at price.
Can compare-at price and promo code be combined?
Technically, yes on Shopify if the discount rules allow it. Commercially, make sure the customer understands the final price and that the margin remains viable.
What happens if compare-at = price?
No strike-through price is displayed: the theme only shows the current price. For a visible promotion, compare-at must be strictly greater than the price.
Going further
Sources: Shopify Help Center (Compare-at price), Google Merchant Center (Sale price), EU Directive 2019/2161 (price indication).
Enzo
June 4, 2026
