Do startups in CEE price in euros or dollars?
Most price in euros; a third use dollars. 68% of the CEE founders who applied to BADideas in 2026 so far and showed prices quoted them in euros, and 28% in US dollars. Founders who sell to the US first price in dollars almost by default: 95% do.
The figures
| Currency of the prices CEE applicants showed | 2025 | 2026 (to date) |
|---|---|---|
| Euros | 64% | 68% |
| US dollars | 35% | 28% |
In BADideas application data, the currency follows the first customer: 78% of founders selling first in Europe price in euros, and 95% of those selling first in the US price in dollars.
What is changing
| Quarter | CEE applicants pricing in euros | In US dollars |
|---|---|---|
| Q2 2025 | 70% | 29% |
| Q3 2025 | 60% | 38% |
| Q4 2025 | 57% | 42% |
| Q1 2026 | 70% | 28% |
| Q2 2026 | 62% | 33% |
| Q3 2026 | 70% | 25% |
Euro pricing is up from 64% in 2025; dollar pricing is down from 35% in 2025.
Across CEE
CEE founders who applied in 2025 and 2026 so far, and each country with enough applicants to show. Countries with fewer applicants are still counted in the CEE row.
| Where the founder is based | Price in euros | Price in US dollars |
|---|---|---|
| All of CEE | 66% | 31% |
| Baltics | 78% | 21% |
| Latvia | 81% | 17% |
| Estonia | 73% | 26% |
| Lithuania | 81% | 19% |
| Poland | 51% | 41% |
| Ukraine | 23% | 73% |
| Romania | 66% | 34% |
| Czechia | 76% | 16% |
Price in euros: highest in Latvia (81%), lowest in Ukraine (23%).
What it means for you
- Price in your first customers' currency. If you sell to European businesses, euros; if your first buyers are in the US, dollars.
- Keep one price list per market. Converting at checkout makes prices look arbitrary; round numbers in the local currency sell better.
- Show investors the currency of your revenue. A dollar price list with euro revenue, or the reverse, raises questions about who is actually buying.
- Account for the exchange rate in your plan. If you earn in dollars and spend in euros, a weaker dollar cuts your runway; say how you will handle it.
Also answers
Should a European SaaS price in euros or dollars when selling to US buyers?
In dollars: 95% of CEE founders who sell to the US first price in dollars.
How we measured it
- Source: applications founders sent to BADideas, enriched with publicly available information where applicable.
- Limits: these are CEE only and early-stage companies.
- On this page: Only founders who showed prices count; the currency is the one their prices are quoted in. Some founders quote more than one currency; the first one shown counts.
- Updated: 27 September 2026.
BADideas.fund, "Do startups in CEE price in euros or dollars?", updated 27 September 2026. https://badideas.fund/answers/pricing-euros-or-dollars-cee
Read next
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- Do startups in CEE sell at home first, or go straight to Western Europe or the US?
- How many startups raising in CEE build consumer products?
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