100 Comparison Site Statistics, Benefits, Cons & Criteria

When did you last plan to see a show or watch a movie at the cinema? How many testimonials did you read, and how long did it take to buy the perfect product? If you’re an indecisive shopper, probably a while. Luckily, comparison sites can help you decide quickly!

Due to the variety of options, it gets difficult to compare and contrast products or services. These sites make us the heroes of our decision-making, providing price, quality, features, and more information.

In this article, you’ll discover the latest statistics we’ve uncovered on comparison sites’ influence in our era – offline and online; through media, social networks, and other channels.

Table of Contents

Key Site Comparison Statistics

There are so many digital options out there these days, but with our busy schedules, it’s tough to keep up with everything. 

It helps you avoid going from one site to another, comparing goods, services, and descriptions until you find what you need.

From picking out websites that provide streaming services to finding cost-effective insurance, they arranged the information in a way that is easy to digest.

It is common for people to be faced with a great deal of information; therefore, even with helpful comparison sites, you can be directed to smart decisions with minimal stress.

  • 78% of online shoppers use comparison tools to get the best deal.1
  • 64% of consumers believe comparing products or services helps make an informed decision.2
  • Over 55% of users feel more confident about their purchase after using a comparison site.2
  • 71% of shoppers state that the primary purpose of the comparison is to save money.3
  • 43% of users compare products/services to understand their features better.1
  • Electronics top the list, with 87% of consumers frequently comparing various models before purchasing.1
  • 73% of travelers compare hotel and flight prices before booking their trips.4
  • Over 60% of online shoppers use comparison tools to evaluate fashion and apparel.2


People value making smart choices, so they often use tools to compare different products. These tools are helpful, especially when picking the right electronics from a huge selection. They give people confidence in their choices.

Many people want to save money, but they also want to understand what they’re buying. They’re looking for good deals but also want to know the features.

This shows that people aren’t just after cheap stuff; they want real value and to know more about what they’re getting. 

  • 54% of users compare software products before choosing one for personal or business needs.1
  • 65% of consumers use comparison platforms to find the best deals on home and kitchen appliances.1
  • There are over 2,700 comparison websites active globally as of 2023.2
  • 49% of online shoppers have used at least one comparison site in the past year.4
  • Comparison sites saw a 35% rise in traffic during the holiday season compared to other months.4
  • Users spend 7 minutes on a comparison site during each visit.2
  • 62% of users prefer comparison platforms with user reviews integrated.3
  • Mobile traffic to comparison sites increased by 58% in 2023.2
  • 44% of users feel that not all comparison sites are unbiased.1
  • Comparison sites with clear, intuitive designs retain users 28% longer than their cluttered counterparts.1
  • The top 10% of comparison sites account for 80% of the market share.1
How Often Do Consumers Compare Prices When Shopping Online
  • 70% of users prefer comparison sites that offer price tracking and alerts for their favorite products.4
  • Niche-specific comparison sites, like those for insurance or software, see 15% higher user engagement than general comparison sites.4
  • 57% of users are likelier to trust a comparison site that discloses its affiliate partnerships.2
  • Advertisements on comparison sites have a 19% higher click-through rate than general online advertisements.1
  • Approximately 40% of users revisit a comparison site multiple times before finalizing their decision.1
  • 53% of users want comparison sites to integrate a feature to purchase the compared product or service directly.1


Through research, we have been able to identify the intended use, and communication mechanisms of these platforms; they are multi-dimensional and intertwined with the digital way of life.

Next, we’ll zoom into the issue of these criterias in general, and their relevance.

Criteria For Site Comparison Statistics

Making the decision can be difficult if you are browsing through a bunch of gadgets, checking for the best streaming services, or looking for a trusted online market

We have taken each element and attribute apart with precision to give you the power to make the right decision, filter the options, and proceed with confidence. 

  • Approximately 80% of consumers research products or services online before making a purchase decision.5
  • 94% of online shoppers consider product reviews and comparisons before buying.7
  • 67% of consumers trust peer reviews and comparisons more than advertising.7
  • Consumers spend 13.4 hours researching products and services online before purchasing.5
  • Price is the top criterion for product/service selection for 60% of consumers.5
  • Product quality is the second most important factor, influencing 45% of purchase decisions.5
  • 78% of consumers believe a detailed product or service overview is crucial in their decision-making process.7
  • 71% of shoppers find user-friendly comparison sites to be valuable.6


But it’s pretty clear now that having an online presence isn’t just nice; it’s a must-have. That’s because 80% of shoppers do their homework online before they buy anything.

At the same time, people are getting a bit tired of ads. More than half of folks trust reviews from other customers more than they do advertising. Especially for businesses where customers spend hours gathering the info they need, things like price, product quality, and overall reputation are key. 

  • 45% of consumers expect comparison sites to provide unbiased information.6
  • When provided with a side-by-side product comparison, 57% of online shoppers are more inclined to complete a purchase.6
  • 83% of consumers say that clear criteria for comparison are essential.6
  • Over 50% of consumers abandon a purchase if they need help finding enough information or comparisons.6
  • Customer reviews and ratings influence the purchase decisions of 68% of online shoppers.7
  • 62% of consumers consider the brand’s reputation when comparing products or services.7
  • 45% of consumers prioritize the availability of discounts and promotions in their decision-making process.7
  • Conversion rates increase by 22% when a product page includes a comparison chart.7
  • 81% of consumers trust comparison sites with a long history and positive track record.5
  • Mobile users account for 47% of comparison site traffic.5
  • 87% of shoppers believe comparison sites help them save time and make more informed choices.5
Comparing Travel Prices
  • 68% of consumers prefer video over text for product or service overviews.6
  • 41% of online shoppers say customer support options on a comparison site are essential.6
  • 76% of consumers believe that a well-structured comparison can reveal hidden advantages of products or services.7
  • 62% of buyers return to comparison sites for multiple purchases.7
  • 95% of consumers have made a purchase decision based on information they found on a comparison site.5
  • In the last year, comparison sites have increased by 33% across various industries.5


Every factor plays its own part in laying out the choices in front of you.

From performance stats that match up to what you’re hoping for, to user reviews that give you a peek into actual experiences, each detail helps shape your final decision.

The Benefits Of Site Comparison Statistics

Having so many choices can make shopping exciting but also a bit stressful. That’s where comparison platforms come in, acting like your personal shopping guide that’s always ready to help.

They offer a comprehensive look by evaluating things like performance, features, user reviews, price, ease of use, and even developer support.

All this information is combined to give you a broad perspective, helping you make the best choice from the options available.

  • 72% of online consumers believe comparison sites help them make more informed purchasing decisions.8
  • On average, 65% of users save 4 hours of research using comparison platforms.8
  • Sites with performance metrics highlighted have a 55% higher trust rating among users.8
  • 47% of users abandon a site if its loading time is over 3 seconds, highlighting the importance of performance metrics.9
  • 78% of users prioritize features and specifications over branding when deciding.10
  • On average, products with precise specifications receive 60% more clicks than those without.10
  • 89% of users consider “value for money” the top factor in purchasing decisions.11
  • Comparison sites with price tracking features see a 70% return rate from users.10

However, it’s not just trust that’s on the line; with nearly half of the users turning away from sites that don’t load within three seconds, performance becomes an important factor.

As users increasingly lean towards precise specifications and value for money, it’s evident that they’re seeking more than just a brand name; they want clarity, efficiency, and worth in their online experiences.

  • Products with more than 50 user reviews can expect a 4.6% increase in conversion rates.9
  • 92% of online consumers read reviews before making a purchase, with 68% trusting reviews more when they see both positive and negative feedback.8
  • 53% of users abandon a comparison site if they find it challenging to navigate.8
  • Sites with intuitive user interfaces see a 40% longer average visit duration.9
  • 77% of online shoppers consider customer support availability before making a purchase.9
  • Products with clear warranty information are 30% more likely to be shortlisted on comparison platforms.8
  • 85% of users feel more confident purchasing after using a comparison site.8
  • Comparison platforms that update their information regularly have a 50% higher trust rating.10
  • Mobile-friendly comparison platforms see a 45% higher engagement rate.10
  • 63% of millennials prefer using comparison platforms before making significant online purchases.8
  • 71% of users believe comparison sites provide a more objective overview than brand websites.8

The Benefits Of Utilizing Comparison Sites

This section shows the endless benefits of utilizing comparison sites for shoppers and what you can expect.

Image Source: wecantrack
  • 56% of users will likely recommend a comparison site to a friend if it provides comprehensive information.9
  • Products featured on comparison sites see a 35% higher click-through rate than those advertised traditionally.9
  • 81% of consumers feel that comparison sites reduce the risk of post-purchase regret.9
  • Over 70% of online shoppers state that they found brands they were previously unaware of through comparison platforms.9
  • 73% of consumers state that a detailed side-by-side specification comparison is crucial for making final decisions.8
  • 64% of online buyers are likelier to purchase if they feel they’re getting a deal, emphasizing the importance of highlighting savings on comparison sites.8

Comparison sites now are the most significant help tool for the knowledgeable users regarding functionality, pricing, user review of the real functionality of given equipment or service. When shopping online, they are the intermediaries which makes your buying process more convenient, thus you can get the best value from your money.

Pros, Cons, & Personal Experiences Of Site Comparison Statistics

This section covers the pros and cons of comparison sites, drawing insights from personal experiences to shed light on their role in our lives. 

  • 78% of online shoppers have used comparison sites at least once.10
  • 65% of users believe comparison sites save them time during shopping.10
  • 52% of consumers feel overwhelmed by the vast number of choices online, making comparison sites invaluable.10
  • 43% of users have discovered a new brand or product through a comparison site.12
  • 70% of users believe that comparison sites offer unbiased reviews and comparisons.12
  • 55% of consumers say they’ve saved money by using comparison sites before purchasing.12
  • 38% of users have expressed concerns about the accuracy of information on some comparison sites.11
  • 60% of online shoppers feel more confident in their purchase decisions after using a comparison site.10

The discovery of new brands and the perceived unbiased nature of reviews further enhance their appeal. However, while these sites bolster confidence in purchase decisions, concerns about information accuracy remind marketers and designers of the continuous need for transparency and accuracy in their offerings.

  • 25% of users have encountered outdated or incorrect information on comparison sites.11
  • 48% of consumers feel that comparison sites can sometimes be biased toward certain brands or products.10
  • 67% of users appreciate the user reviews and personal experiences shared on comparison sites.10
  • 40% of consumers have been directed to a scam or untrustworthy site through a comparison platform.10
  • 72% of users believe comparison sites enhance the overall online shopping experience.3
  • 33% of users have experienced information overload on comparison sites with too many options.3
  • 50% of consumers feel that comparison sites could improve by offering more personalized recommendations.3
  • 45% of users have found exclusive deals or discounts on comparison sites.11
  • 28% of online shoppers feel that some comparison sites prioritize sponsored products over genuine comparisons.12
  • 63% of users have recommended comparison sites to friends or family.11
  • Despite positive reviews on a comparison site, 35% of consumers have had a negative experience with a product or service.1
  • 58% of users believe comparison sites should have stricter criteria for listing products or services.12
  • 40% of consumers have left a personal review or experience on a comparison site.12
  • 52% of users check multiple comparison sites before making a decision.11
  • 30% of online shoppers feel that comparison sites lack diversity in product options.10
  • 47% of users wish comparison sites had better mobile optimization.11
  • 55% of consumers trust comparison sites as much as personal recommendations from friends or family.10

Picture comparison shopping sites of the future, powered by wecantrack's advanced analytics. Here, each consumer is greeted with a virtual shopping assistant, guiding them through a personalized journey based on their unique tastes and behaviors. Say goodbye to generic results—say hello to shopping experiences tailored just for you.

Jorge Barbosa

Business Development Manager @ wecantrack

Source: wecantrack

Frequently Asked Questions

How do comparison sites make money?

Most comparison sites earn revenue through affiliate marketing. When a user clicks on a link or purchases from one of the listed providers, the comparison site may receive a commission. Some also earn through advertisements or sponsored listings.

Are the prices on comparison website always the cheapest?

Not always. While comparison sites can provide a general overview of prices from various vendors, some exclusive deals might only be available directly from the vendor or other specific channels.

Why are some products or sevices ranked higher than others?

Rankings can be influenced by various factors, including user reviews, the commission the site receives, promotional deals, or the site’s proprietary ranking algorithm.

Are there comparison sites for all types of products and services?

While comparison sites exist for various products and services, from insurance to electronics, not every niche or industry might be covered. However, the popularity of the comparison model means new sites are continually emerging to cater to various needs.

How do I use a comparison site effectively?

To get the most out of a comparison site, start by specifying your needs and preferences. Use filters for features, price ranges, and other criteria to narrow your choices. Always cross-reference information and check customer reviews on other platforms for a well-rounded view.

Final Thoughts

Why waste hours searching online when comparison sites can do the hard work for you?

Nowadays, these platforms help you make smarter, more budget-friendly choices, whether looking for the best insurance deals or the cheapest flights.

They combine details from different places, giving you a single spot to check out features, prices, and reviews. Using comparison sites can save you some cash and that precious resource you can never get back—time.


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