A digital price displayer and an ESL system comprising the same are provided. The displayer includes a power supplier mounted on a product-displayed shelf for supplying a power; a display main body attachable to and detachable from the shelf and receiving power supplied from the power supplier, and outputting a price, a specification and an advertisement image of a product displayed on the shelf; an accommodator provided at the shelf, formed at one side with an anode and formed at the other side with a cathode for the display main body to be electrically connected to the power supplier if the display main body is fixed to the accommodator; and a coupler provided at the display main body to be slidingly coupled with the accommodator for electrical connection with the anode and the cathode and to prevent from being separated from the accommodator.