The Best Shopping Comparison Engine

One of many questions I consistently hear is, “What is the best shopping comparison engine for me to sell on?”

The answer is not what anyone wants to hear, and is what any good lawyer says, “Well, it depends.”

The inevitable follow up question, is, “Well, what about my products? What about for __________ ? (fill in the blank)”

There is a reason that this not a simple question. If retailers are filling an engine with digital cameras, that engine probably sells a lot of cameras. With that much competition though, does another retailer really want to enter the fray? Probably not, in terms of efficiency and profitability.

Next, take an engine that may sell only a few cameras. This could be a great market, because the engine may lack product. Deseperate to add the item, cost-per-click rates would be low, and competition would be scant. This smaller engine may not be a great market now, but could be a great market. The sales may be slower in some respects, but the return is greater. Factor in another 5 engines that may exist, with the exact same characteristics and the question now becomes, “How can I afford not to try out smaller engines?”.

Many times the long tail can outweigh the bursts from more well known platforms.

August 21st, 2007