Digital Marketer • Ecommerce Leader • VR / AR / MR Evangelist

As comparison shopping becomes the new norm, many publishers expand services

Guest column: Phil Barrett of Purch discusses how today’s consumers are looking for content and tools to help them make the most informed purchase possible

Google recently released a report on the rise of comparison shopping, quantifying the growing trend as brand loyalty continues to decrease and shoppers are slower to pull the trigger, looking for the best product or waiting around for the best deal. As this consumer behavior has become the norm, many publishers – from Gawker, to Lifehacker, to Business Insider, to Food & Wine – have capitalized on comparison shopping. But many have only gone as far as offering holiday gift guides, product comparisons, or other sales-orientated content to their readers.