Most of the Consumers are prefer to buy their products after proper researching. The Internet is the large and main information channel during this research process. The last couple of years, Comparison Shopping Engines are playing a key role for taking a buying decision in Europe.

A Consumer can use several channels to get information about their products and services that he/she wants to buy from the Internet. Consumers get information from classical advertising channels like Radio, Television, Catalogs and Newspapers but they prefer to use personal channels like Family and Friends recommendations, Online searching and Emails. According to Google’s Consumer Barometer Survey, about 60% (three out of five) European Consumers prefer to use the Internet for their shopping. Consumers love to compare their relevant products, features, and prices in various online sources for their buying. The Internet plays the key role as a pre-purchase information source to take a decision and also the internet became the major factor of sales products and services in traditional channels to consumers.

Considering the Mobile access and other applications development it seems that in near future buying on the Internet will be even better. According to the Consumer Barometer Survey, it also shows that In several places in Europe Comparison shopping Websites are the more popular source of information than the retailer’s shopping websites. As an example in Televisions Category, 27 percent of internet users in Germany searched for information on a brand’s website and 34 percent searched on Comparison Engines and the retailer’s website was less popular it was being used by 27 percent internet users.

Brand websites are the most dominant option 47 percent in Slovenia while 26 percent internet users followed by comparison sites and 25 percent users searched in retailer websites. In the Czech Republic, Brand websites dominant 41 percent internet users follow it for information, Comparison Engines users are 29 percent and retailer websites users 26 percent only. This example proves nowadays how much important comparison website is to the consumer for buying products. Centre says, “The purchasing process has become more transparent”. Retailers can perform completely competitive and through comparison shopping engines they effort to ( Over, Medium or Low success rate) present the best, true and valuable offers to buyers. The importance and value of these websites can be separated into 3 main parts: 1. The importance for consumers. 2. The importance for retailers in the process of purchasing. 3. The importance of the aspect of the information on the process of purchasing.

Comparison shopping engines have become the most important information sources for taking the decision of purchasing any products and services to consumers. In Comparison shopping engines, Consumers can compare their different offers, prices and features based on their general and technical knowledge to buy the best products so this process is very popular nowadays. Online retailers and normal retailers use comparison platforms as a big source of quality and original leads and customers. But these consumers main attraction in physical shopping. There are some retailers whose main attraction in physical shops, for this reason, they do not give any information about their products and services to don’t offers the internet, are losing a large number of consumers who prefer to online shopping. Moreover, Comparison platforms are impressed retailers to offer deep insight into purchasing behavior, as comparison websites have access to information about the consumers behavior in various purchasing process time, the tendency of consumers demand, price rating and much more. One more important benefit is that retailers get an offer from comparison sites to an organized channel to compete in the clear and uncloudy way. As well as they help to the growth of smaller retailers to start a new business where may have entry barriers and very few opportunities

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