Omnia Retail
Omnia Retail is a pricing platform for online retailers and direct-to-consumer brands. It combines competitor price monitoring, no-code dynamic pricing automation and Omnia Agent, an agentic AI that analyses market data and explains every recommendation it makes.
What is Omnia Retail?
Omnia Retail is a pricing platform for online retailers and direct-to-consumer brands, built by the Dutch company Omniaretail B.V. in Amsterdam. It brings together three things a pricing team usually spreads across separate tools: competitor price monitoring, automated dynamic pricing, and an AI assistant that reads the resulting data.
The monitoring side collects prices from comparison shopping engines and marketplaces, including Google Shopping, Amazon, eBay, bol.com, Kaufland, idealo, Tweakers, Kieskeurig and Beslist, and can scrape any competitor domain directly. Data enters the platform through a product feed or SFTP up to 24 times a day, or in real time through the vendor's API.
Pricing rules are built in the Pricing Strategy Tree, a visual editor that lets a team set logic at product, category or brand level without writing code. Omnia then executes that logic continuously. Every calculated price can be opened with the Show Me Why view, which shows which rule applied, what triggered it and the expected outcome. Safeguards sit alongside the automation: approval limits, safety rules, version control, rollback and an audit log.
Omnia Agent is the agentic AI layer. The vendor is explicit that it is built directly into the Omnia platform rather than sold separately, and it is included in both commercial plans. It reviews pricing data continuously, surfaces competitor moves and margin risks, and answers questions in natural language with the reasoning behind each recommendation. The company stresses that the customer defines the strategy and keeps the final decision.
Other capabilities include AI-powered Buy Box repricing, built-in KPI tracking for revenue and margin, customisable reports delivered by email or SFTP, unlimited EANs, and automatic EU Omnibus tracking of the lowest price over the previous 30 days. Plug-and-play connectors cover Shopify, Shopware, Plentymarkets and JTL.
The company operates from Amsterdam and Darmstadt, the second office following its 2021 acquisition of German pricing vendor Patagona. Customers named on the site include Samsung, Philips, de Bijenkorf, bol.com and Accell Group.
What it does
- Monitor competitor, reseller and marketplace prices, or scrape any chosen domain
- Automate pricing rules through a visual decision tree, with no coding
- Ask Omnia Agent a question in plain language and receive an analysis and a recommendation
- Trace why any given price was set, rule by rule, with Show Me Why
- Reprice for the Amazon Buy Box and other marketplaces
- Track revenue and margin through built-in KPI reporting
- Track and display the lowest price of the past 30 days for EU Omnibus compliance
When to use Omnia Retail / When not to
A quick filter to help you decide if Omnia Retail is the right fit.
When to use Omnia Retail
- E-commerce and marketplace managers tracking prices across Amazon, eBay, Google Shopping, bol.com, Kaufland and idealo
- Pricing teams that want to automate repricing rules without writing code
- Buyers, category planners and merchandisers managing large, fast-moving assortments
- Direct-to-consumer brands defending margins across several countries and sales channels
- European retailers who need automatic EU Omnibus tracking of the lowest price over the past 30 days
When not to use Omnia Retail
- Very small merchants: there is no free plan and entry pricing starts at EUR 399 per month
- Buyers who want to sign up and test on their own, since access runs through a sales call and a demo
- Teams needing a mobile app: no iOS or Android application exists
- Organisations requiring published hosting locations or a subprocessor list before purchase
- Anyone outside retail or e-commerce, as the product only addresses commercial pricing
How to use Omnia Retail
A typical end-to-end flow, from setup to results.
- Request a demo or fill in the contact form on the site, as there is no self-service sign-up
- Take the introductory call so the vendor can scope your assortment, markets and requirements
- Attend the free demo provided once that need has been understood
- Agree a plan: the SMB package at EUR 399 per month, or a custom Enterprise quote
- Connect your product feed using GTIN, ASIN or your own identifiers
- Choose an integration route: the Shopware, Plentymarkets, JTL or Shopify connector, or the API for real-time data
- Select the marketplaces, comparison shopping engines and competitor domains to monitor
- Build your pricing rules in the Pricing Strategy Tree and set approval limits and safety rules
- Test a strategy, check each price with Show Me Why, and roll back if the outcome is wrong
- Work with the Customer Success team through onboarding and ongoing optimisation
Pros & Cons
Pros
- Price calculations are explainable rule by rule rather than hidden in a black box
- The vendor commits that customer data is never used to train external AI models
- Broad market data coverage, plus direct scraping of any competitor domain
- An entry price is published openly, which is uncommon in this market
- EU Omnibus compliance is handled by the product itself
- Automation comes with approval limits, rollback and an audit log
- Local presence in both the Netherlands and Germany after the Patagona acquisition
Cons
- No free plan, and no self-service trial: every route goes through a sales conversation
- Enterprise pricing is quote-only, so the real cost is not public
- The API is sold commercially but no public documentation exists for it
- No mobile application of any kind
- No hosting country or region is published anywhere on the site
- No subprocessor list is published, and the Vanta trust centre cannot be read
- ISO 27001 is described as being implemented, not certified, so no certificate backs it
Pricing & Plans
There is no permanent free plan. The lowest published price point is EUR 399 per month for the SMB Pricing Solutions package, which covers a single-shop setup with up to five users. Enterprise Pricing Solutions is quoted individually and no amount is published. The vendor states that the total cost depends on assortment size, the number of markets and the size and requirements of the business. No free trial is advertised; the only pre-purchase option is a free demo arranged after an introductory call. The pricing page shows no monthly or annual billing toggle, and does not say whether VAT is included.
- EUR 399 per month - single-shop setup
- up to 5 users
- AI price monitoring
- AI dynamic pricing
- plug-and-play integrations
- Omnia Agent
- online support
- custom quote - multi-shop setup
- unlimited users
- AI price monitoring
- multi-strategy AI dynamic pricing
- pricing consultants
- Omnia Agent
- dedicated Customer Success team
Data, GDPR & hosting
A consolidated view of how Omnia Retail handles your data.
GDPR overview
Omnia is established in Amsterdam, so the GDPR applies directly and no Article 27 representative is designated or needed. Concrete measures are published: Omniaretail B.V. is named as data controller, a dedicated contact address privacy@omniaretail.com is given, the processed data is limited to name and email, and a written processing agreement is promised for every processor. The stated minimum age is 16, with deletion on report for younger users. Two separate documents exist, one for the website and one for platform users. Two limits should be noted: the site never claims to be "GDPR compliant" in so many words, and the Client Privacy Statement carries two conflicting effective dates on the same page.
Who owns the data?
Omniaretail B.V. states in its Client Privacy Statement that it acts as the data controller within the meaning of the GDPR for the personal data it processes. For the platform itself the declared scope is deliberately narrow: first name, surname and email address, with an explicit instruction not to send sensitive personal data. The vendor says it isolates all pricing data belonging to a customer, that this data is never shared, and that it is never used to train external AI models. Where a third party processes personal data on Omnia's behalf, the company undertakes to sign a written processing agreement with that processor. No subprocessor is named anywhere on the site.
Reuse rights
The site does not publish terms granting or restricting an end user's right to reuse the data produced by the platform, so nothing can be stated on that point. What the vendor does commit to is the opposite direction: customer pricing data is isolated, never shared, and never used to train external or public AI models, with the agents said to operate within strict and compliant boundaries. Because that commitment is unconditional, there is no opt-out mechanism to document. Users taking part in qualitative user research do so only after explicitly agreeing. Any third party processing data on Omnia's behalf is covered by a written processing agreement.
Data retention & training
Hosting summary
The site publishes no hosting information. No hosting country, no region and no cloud provider is named anywhere in the pages collected, including the privacy policy, the client privacy statement and the legal section. The company's own trust centre is hosted by Vanta and rendered client-side behind signed requests, so its content could not be read and nothing has been drawn from it. What can be said is jurisdictional rather than technical: the controller, Omniaretail B.V., is established in Amsterdam and operates a second office in Darmstadt, so processing falls under the GDPR and Dutch law. The company undertakes to sign a written processing agreement with any third party processing personal data on its behalf, but names none of them. Prospective customers with data residency requirements should request this information directly, since it cannot be established from the public site.
Things to keep in mind
Risks and trade-offs to weigh before adopting Omnia Retail.
- The legal notice names the trade name Omnia Retail; the registered company is Omniaretail B.V., KVK 64570975, VAT NL855724523B01
- The site claims to have been active since 2012, while the legal entity was only registered on 17 November 2015; third-party directories give a third year, 2013
- The trust centre describes an ISO 27001:2022 management system as being implemented, not certified, and no certificate or auditor is published
- Claims such as first agentic pricing platform, European leader and voted number one in 100+ G2 reports come from the vendor and are not independently verified here
- The client privacy statement shows two conflicting effective dates on the same page, so any contractual fact drawn from it should be re-checked
- Automated repricing can move prices faster than a team can review them; the approval limits, rollback and audit log exist precisely because unattended automation carries commercial risk
- Delegating analysis to the agent can erode a team's own feel for its market, and the vendor itself insists the human sets the strategy and makes the final call
Setup & Integrations
Technical difficulty
Moderate, and largely handled by the vendor. The SMB route asks you to connect a product feed using GTIN, ASIN or your own identifiers, with the platform said to be collecting data and running strategies within a week; the vendor elsewhere quotes a one-day technical setup and full adoption in about two weeks. Plug-and-play connectors exist for Shopware, Plentymarkets, JTL and Shopify, and data can arrive by feed or SFTP up to 24 times a day, or in real time via the API. Pricing rules are built visually with no coding. A dedicated Customer Success team supports onboarding.
Deployment
Integrations
Supported languages
Behind Omnia Retail
Fundraising
Social
Resources
All the official URLs gathered for verification and reference.
Alternatives
Tools that compete with or complement Omnia Retail.
Frequently asked questions
What is Omnia Agent?
Is Omnia Agent sold separately?
How is it different from a dashboard?
Will my data be used to train AI models?
How much does Omnia Retail cost?
Is there a free plan or a free trial?
Does Omnia Retail offer an API?
Which data sources does it monitor?
Is there a mobile app?
What is the minimum age to use the service?
Should you pick Omnia Retail?
Omnia Retail is a mature European pricing platform rather than a young AI product wrapped around a chatbot. The legal entity has been registered in Amsterdam since November 2015, the company claims a decade or more of pricing work, and it absorbed German vendor Patagona in 2021 to give itself a second base in Darmstadt. The reference customers named on the site are substantial.
Its most defensible strength is transparency. Where many pricing engines ask to be trusted, Omnia exposes the rule that fired, what triggered it and the expected outcome, and wraps automation in approval limits, rollback and an audit log. The commitment that customer pricing data is never used to train external AI models is stated plainly and unconditionally, which is more than most vendors offer. Omnia Agent is a genuine part of the platform rather than a separate upsell: it is included in both plans.
The reservations are about what is not published rather than what is. Buying is entirely sales-led, with no self-service trial; only the SMB tier at EUR 399 per month carries a public price, and Enterprise is quote-only. The API is sold but not documented publicly. More importantly for a data-heavy product, the site names no hosting country, no region and no subprocessor, and its Vanta trust centre cannot be read from outside. The ISO 27001 reference there describes a management system being implemented, not a certificate that has been issued.
For a retailer or brand with a large assortment and several channels, it is a credible and well-referenced option. Buyers with strict procurement requirements should expect to ask for the hosting, subprocessor and certification detail directly, because the site does not provide it.
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