E-commerce is set to become increasingly defined by online comparison sites, it has been claimed.
According to Michael Yang, chief executive officer and founder of US comparison shopping site Become.com, such sites are increasing their relevance to users' shopping habits in cyberspace.
Speaking to MediaPost, Mr Yang said that his website wanted to dominate the online shopping process - potentially at the expense of Google.
"I think a lot of people who try comparison shopping end up preferring that experience over general search," he said.
However, the industry member pointed out that the two methods are "fundamentally" different.
Citing figures from comScore testifying to the website's 260 per cent year-on-year growth, the publication attributes this success to its incorporation of social networking, user reviews and standard catalogue content.
The report follows a Which? investigation which claimed that customer relations expertise can help specialist retailers like AbeBooks broaden their consumer base.
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