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BizReport : Ecommerce : October 30, 2008
Retailers see increase in sales via CSEs
Financial concerns are driving consumers to comparison shopping engines, according to a survey by online research firm E-consultancy and DoubleClick, and this is reflected in an increase in sales via this channel.
Of the more than 400 respondents to a recent E-consultancy/DoubleClick online survey (182 retailers / 136 agencies), 43% of retailers have experienced an increase in the proportion of online sales coming through comparison shopping engines (CSEs), as did 58% of agencies. Just over a quarter of retailers (28%) experienced a decrease.
The most commonly used CSE is Google Shopping used by 63% of retailers, says the report. Other sites being utilized include Kelkoo, PriceRunner, Shopping.com and Shopzilla.
Not every retailer has hopped on the CSE bandwagon, although some have fully embraced the channel. Twenty-one percent don't advertise their products and services on any, while over a quarter uses six or more.
"The period of austerity we have entered is driving more people to comparison engines so it makes sense for most retailers to make sure they are visible on these sites," said Linus Gregoriadis, head of research at E-consultancy.
"Retailers are making hundreds of millions of pounds in sales as a result of comparison engine traffic and the proportion of sales attributable to this channel is increasing."
Tags: comparison shopping engine, CSE, E-consultancy, Google Shopping, Kelkoo, PriceRunner, sales channel, Shopzilla
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Comments
Wasn't aware that price comparison sites are so popular. I quite like them and the idea that they list most of the retailers on the market. I am sure in the next few month/years all reatailers will follow pricecomarison sites as it's just an advantage for them. However, PriceRunner is the only price comparison site that lists the cheapest price first even when they do not recieve any financial support from the retailer. Good service though.
Posted by: Melanie on November 4, 2008 16:00
Wasn't aware that price comparison sites are so popular. I quite like them and the idea that they list most of the retailers on the market. I am sure in the next few month/years all reatailers will follow pricecomarison sites as it's just an advantage for them. However, PriceRunner is the only price comparison site that lists the cheapest price first even when they do not recieve any financial support from the retailer. Good service though.
Posted by: Melanie on November 4, 2008 16:01