Price comparison websites

Price comparison websites, also known by a variety of phrases including aggregators and comparators, are an established part of the digital marketing landscape. They have a dual appeal. Consumers benefit from lower search costs and the ability to compare products whilst retailers benefit from a ready supply of consumers with refined needs.

After the topic is introduced this chapter starts by explaining what price comparison websites are and explains the connection between this innovation and search engines. It then covers the technologies that underpin price comparison websites and their revenue models. The chapter then covers theoretical perspectives in understanding price comparison websites, criticisms that have been levelled at them and recent innovations in the field. The chapter draws on examples from around the world, though its main focus is the United Kingdom, which is seen as an advanced market for price comparison websites and has been the subject of most published research.