The Top 24 Service Review and Price Comparison Websites in D2C

Oleksandr Rohovnin
Content Marketer
19 minute read
Table of Contents
Oleksandr Rohovnin
Content Marketer
19 minute read

Competitive pricing analysis is what 82% of customers do before they buy from you or – if you’re not there – the other brand. Listing on the right comparison shopping websites and comparison shopping engines can grow your customer base exponentially.


Removing intermediaries from the sales equation has revolutionized online businesses over the last few years, with 64% of customers making purchases directly from brands and counting. Better prices (49%), free delivery (47%), and free returns (35%) are the top reasons to buy directly from brands rather than retailers, resellers, or other distribution channels.

As a D2C business, you have one surefire way to capitalize on the ever-growing popularity of direct sales: product price comparison websites, also known as comparison shopping engines. Such websites are incredibly popular among customers looking for unbiased competitive pricing analysis before they make their final purchase decision.

That said, there are quite a few questions to answer before you can take action:

  • What comparison shopping websites should I prioritize?
  • Should I hit as many comparison websites as possible or settle down with a few leaders?
  • Should I pay a listing fee?

Without further ado, let’s dig into the very core of comparison shopping before we move on to our comparison shopping engine ranking table. You will get all the comparison shopping engine help you need down the page.

Breaking: Aiming for the shortcut with top price comparison websites? Then, watch the webinar, where Talar Malakian and Michael Pannone discuss how to leverage review and comparison websites and build a steady stream of profits.

What Is the Purpose of Comparison Shopping?

As the choice of products becomes too large to wrap your head around, increasingly more people take advantage of price comparison websites, comparison shopping engines, and tools like price calculators to discover the best offer in the shortest time.

Here’s the comparison shopping definition:

  • Comparison shopping is the practice of comparing products by key parameters – price, features, ratings, shipping, availability, etc. – for an informed purchase decision.

People don’t want to plow through hundreds of websites, searching for a lucrative deal – they want it all on a silver platter, with the best offers compared against each other in a visually appealing way.

This is exactly why product comparison websites are a must for advertisers. The best product comparison websites can increase your exposure and drive sales while establishing you as a market leader, especially if you know what websites to choose.

Comparison Websites vs. Comparison Shopping Engines

Before moving to our list of the top financial and service comparison websites and the best comparison shopping sites in the e-commerce niche, it would help to figure out whether price comparison websites and comparison shopping engines are the same:

  • For practical purposes, comparison websites and comparison shopping engines usually mean the same: a tool for comparing online prices and multiple similar products in order to identify the best or the most suitable one.

That said, comparison websites are nevertheless more overarching platforms that feature numerous product parameters beyond the price, whereas comparison shopping engines only show the price and a link to the company’s website.

Comparison Shopping Engine Ranking: The 12 Best E-Commerce Comparison Websites for Advertisers

Google Shopping – the Most Popular Pricing Search Engine for Advertisers

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Social Traffic
2,792,091 3 72 0.59 34.14% 64.07% 0.03% 1.38% 0.38%

 

Google Shopping is a price comparison website that displays product listings while allowing D2C advertisers to hit their audiences based on location, product title, features, descriptions, availability, and more. All Google Shopping products are displayed in Google Search results and can be integrated with Google Ads.

Key Features:

  • Product Listing Ads for displaying products at the top of Google Search results and on the Google Shopping tab
  • Integration with Google Merchant Center for product management and analytics
  • Creating Shopping Campaigns from Google Ads to streamline your advertising efforts

Google Shopping is one of the best price comparison websites to list your brand on, granting you unlimited exposure and access to actionable performance insights like clicks, impressions, CTR rates, conversion rates, and more so you can adjust your campaigns on the fly and strategically.

PriceGrabber – Online Price Comparison Website With Featured Listings

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Referral Traffic
54,809 3 54 0.35 57.72% 40.67% 1.60%

 

PriceGrabber is a comparison shopping engine that enables product search by price and some basic features. For advertisers, you can power up your listing with images, descriptions, and prices.

Like most comparison shopping engines, PriceGrabber is heavily focused on the product’s price, making it possible to estimate whether your products are overpriced, underpriced, or just fine. On top of that, you can access detailed listing analytics and leverage featured listings and sponsored placements to maximize your exposure.

Shopzilla – Cheap Price Finder With Performance Analytics

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
50,057 6 499 0.25 83.22% 14.91% 0.02% 1.20% 0.61% 0.05%

 

Shopzilla is a price comparison website and engine that reinforces best online price comparison with basic delivery information (free or paid) while allowing users to scrutinize the offer on a separate website page instead of instant-jumping to the merchant’s website.

Unlike traditional comparison shopping engines, Shopzilla includes product segments and expanded offer descriptions so you can better represent the product. Likewise, you can access listing performance analytics across impressions, clicks, conversion rates, and more.

Bizrate – Online Shopping Price Comparison Website With Advanced Search Filters

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
17,993,058 2 143 0.69 49.77% 11.36% 17.90% 15.26% 4.88% 0.83%

 

Bizrate is a price comparison website that pulls online shopping deals from retailers and enables extended filters on the customer’s side that similar websites don’t have: Free Shipping, Sales, Product Rating, Price Range, Brand, Stores, Tax and Shipping, and more.

On the advertiser’s side, the platform provides everything you need, including data like impressions, clicks, CTR rates, and conversions for the advertised products. The “Product Rating” filter makes it possible to benefit from positive customer feedback and high ratings.

Shopping.com – Global Price Comparison Website

 

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Referral Traffic Social Traffic
783,362 1 20 0.79 27.49% 71.51% 0.74% 0.27%

 

Shopping.com is a price comparison website with rich features and a global presence, featuring top deals, products, and hundreds of categories. The segmented search and huge room for product description make it crucial to place your product in the right category and add as many details as possible.

Free shipping, price discounts, and filled-out product details – category, brand, material, color, etc. – can give you an edge over similar products.

Yahoo! Shopping – Competitor Price Comparison Platform from an Established Brand

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Referral Traffic Social Traffic
472,226 2 30 0.69 14.04% 68.01% 17.90% 0.05%

 

Yahoo Shopping is an all-encompassing price comparison website from the eponymous company, where customers can compare products and discover similar offerings. The biggest advantage of the platform is its established name and customer trust.

As an advertiser, you can synergize Yahoo Shopping campaigns with digital ad platforms like Yahoo Gemini, Yahoo Mail Ads, or Yahoo Finance to create a comprehensive advertising ecosystem with one of the world’s biggest search engines.

PriceRunner – Website for Price Comparison With Detailed Product Descriptions

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
1,746,337 2 95 0.6 21.72% 76.38% 0.12% 1.42% 0.07% 0.28%

 

PriceRunner is one of the most popular price comparison websites with detailed shopping analytics. Users can leverage pretty much the same filters as traditional eCommerce websites provide, enjoying top-notch experience and accurate search results.

The price comparison website stands out by its detailed product info, including reviews, tests, and statistics. Product descriptions are just as thorough as they are at online shops, giving scrupulous advertisers a competitive edge. Besides, you can be featured in the “Expert Reviews” category if your product catches the attention of the PriceRunner’s test experts.

BuyVia – the Best Mobile Shopping Price Comparison Website

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Referral Traffic Social Traffic
75,072 2 38 0.7 41.34% 49.42% 9.09% 0.15%

 

Buyvia is an app and price comparison website for online shopping that focuses on mobile shopping alongside desktop shopping. Through Buyvia, you can expose your brand to the ever-growing mobile audience while capitalizing on coupons, discounts, and perks you provide.

Like many other price comparison sites, Buyvia provides listing performance analytics so you can keep track of your progress and adjust offerings on the fly.

Price.com – the Best Comparison Pricing Website To Promote Special Offers

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Referral Traffic Mail Traffic Social Traffic
110,963 2 106 0.02 51.86% 24.90% 23.09% 0.03% 0.12%

 

As its name suggests, Price.com is a price comparison website that empowers comparison shopping with cashback offers and coupon codes. For advertisers, the comparison shopping engine is a great place to attract buyers with special deals, live coupons, and exclusive cashback campaigns that you can create exclusively for Price.com users.

Pricepirates – Undervalued Price Auction Comparison Tool

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic
3,628 1 48 0.65 37.94% 62.06%

 

Pricepirates is an auction price comparison that pulls data from eBay and thousands of other online stores. Although this price comparison website doesn’t provide open advertising opportunities, you can gauge your product visibility and pricing by checking how it ranks on Pricepirates.

Become – the Simplest Low Price Finder

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Referral Traffic
8,554 1 90 0.15 81.12% 10.03% 8.85%

Become is one of the simplest price comparison websites and shopping engines, ranking products by price and free shipping. Not too much is going on on the customer’s side, but merchants can leverage performance analytics similar to what similar comparison websites offer.

Camelcamelcamel – Amazon Price History Website

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
4,250,098 3 119 0.36 69.12% 27.05% 0.05% 1.12% 1.73% 0.92%

 

Camelcamelcamel is not a traditional price comparison website but a website that tracks the price history of Amazon products. Both customers and advertisers can examine the price dynamics and set alerts for informed purchases and ad placements.

Camelcamelcamel might be of some help if you’re determined to track a specific product’s price performance over time from the perspective of a third party. Other than that, the tracker doesn’t provide listing opportunities for advertisers.

Navigating Services & Finances With Leading Review and Comparison Websites

Financial and service review and product comparison websites aid customers in making informed decisions about big-ticket items and services. Unlike traditional e-commerce platforms, websites like NerdWallet focus on expert reviews and detailed comparisons.

Using a community-led Go-to-Market (GTM) strategy, these platforms emphasize building a community around brands and products and increasing reliance on target audiences. After all, online customers mainly trust the opinions of other people and experts when looking for the content and products they need.

Service and financial review, as well as other comparison websites, perform the following functions:

  1. Facilitate the comparison of services such as financial planning and accounting.
  2. Expand their offerings into larger products such as insurance plans, real estate investments, and high-value loans.
  3. Allow consumers to delve into personalized reviews, recommendations, and comprehensive comparisons.
  4. Help advertisers target their offers more effectively by letting people make buying decisions based on the opinion of trusted individuals, whether they are affiliates, customers, or community influencers.

Now, without further ado, let’s take a closer look at the main financial and service comparison websites.

The 12 Best Financial & Service Comparison Websites

NerdWallet — Your Trusted Companion for Smart Money Management

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
32,327,920 2 106 0.68 14.40% 83.97% 0.23% 0.57% 0.39% 0.42%

 

You’ve probably heard of NerdWallet, as its user-friendly interface and unbiased content have made it extremely popular. On the website, you can find a variety of articles, reviews, and comparison tools created by financial professionals.

As a top-quality comparison site, NerdWallet’s primary goal is to help increase financial literacy and make informed decisions. You can use professional comparison tools for:

  • Credit cards
  • Insurance policies
  • Bank accounts
  • Personal loans

Through personalized recommendations and expert advice, NerdWallet aims to help users find the best financial products and services that meet their goals.

SmartAsset — Efficient Personal Guide to Navigating Financial Decisions

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
9,543,121 3 117 0.55 21.09% 71.49% 3.11% 2.29% 0.81% 1.20%

 

SmartAsset is a valuable resource for people looking to navigate their financial world with personalized, automated, and data-driven advice on various personal finance topics.

The company has an informative product comparison website in diverse categories, such as:

  • Home buying — mortgage compare rates and lender reviews
  • Taxes — income, property, paycheck, and retirement taxes
  • Banking — CD rates, checking and savings accounts
  • Investing — capital gains tax, asset allocation, and inflation calculators
  • Other — life insurance, credit cards, personal and student loans

SmartAsset is known for its user-friendly interface and comprehensive financial calculators that help individuals estimate costs, potential savings, and return on investment.

ValuePenguin — Financial Guide for In-Depth Insights and Money-Saving Solutions

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
1,604,832 2 77 0.69 10.31% 88.47% 0.04% 0.95% 0.05% 0.17%

 

ValuePenguin is a competent financial advisor, combining auto insurance, home insurance, health insurance, and renters insurance. It’s not just about online price comparison — you will be provided with a wide assortment of financial products with in-depth analysis.

The extensive collection consists of financial articles and guides on such topics as:

  • Banking
  • Personal loans
  • Insurance
  • Credit cards

If you want to understand all the subtleties of financial products, you can use special tools — calculators, comparative tools, and interactive widgets. This allows you to estimate costs, compare tariffs, and analyze potential savings.

Bankrate — Ultimate Financial Advisor for Expert Reviews and Personalized Comparisons

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
17,345,842 3 117 0.58 16.58% 80.69% 0.10% 1.82% 0.38% 0.42%

 

Bankrate is known for its comprehensive reviews, substantial comparisons, and expert advice in finance. It is truly your financial guru, providing a wealth of useful information and widely used by consumers.

As one of the best review and comparison websites, Bankrate offers such unique features:

  1. Comprehensive financial calculators that can be used to estimate rates for mortgage loans, credit cards, etc.
  2. Personalized information about tariffs for loans, insurance, investments, savings accounts, and other financial products.
  3. A collection of useful solutions from experts — articles, guides, and tips on effective financial management.

In addition, Bankrate constantly updates market data and monitors changes in interest rates and trends in the industry while facilitating the search for the right information for visitors.

EverQuote — The Best Insurance Marketplace for Tailored Coverage and Affordable Plans

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
3,367,923 4 113 0.4 13.05% 15.86% 16.45% 54.14% 0.38% 0.11%

 

EverQuote will help you choose the best options for insurance coverage that will suit the specific needs of consumers. On the platform, you can find many top insurance companies and compare their prices for property, life, and car insurance.

This insurance comparison website is an extensive online marketplace where you can buy insurance policies to suit your budget. It also allows users to compare coverage options and premium rates.

As an efficient comparison website, EverQuote focuses on providing users with a convenient platform to compare insurance quotes from different providers. With its help, you can simplify the purchase process and your financial planning.

CreditKarma — Your Reliable Partner for Credit Monitoring and Personalized Recommendations

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
44,416,633 5 167 0.28 74.22% 21.98% 0.13% 0.33% 2.92% 0.42%

 

If you are looking for a free and reliable financial expert regarding loans, CreditKarma is one of the most relevant options. This comparison website offers the following:

  • Credit monitoring and comparison
  • Credit reports
  • Credit evaluations

Credit Karma also proposes various tools and resources to help users understand and enhance their credit profiles. These are personalized recommendations for loans, insurance, and credit cards.

This is a website for comparing online prices for various loans and recommendations regarding financial products based on credit profiles. Credit Karma also helps predict the impact of certain financial decisions on your credit score. In addition, you will receive notifications about credit monitoring.

Thumbtack – Connect With Local Service Experts Quickly

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
6,446,912 4 224 0.45 46.27% 43.40% 1.27% 2.01% 3.88% 3.18%

 

Thumbtack is an online comparison website that connects local professionals with customers who need specific services. These services range from home improvement, event planning, tutoring, and personal training to house cleaning and more.

Users can request quotes, compare professionals based on the price, reviews, and work history, and then hire the most suitable ones. Meanwhile, professionals can advertise their services, respond to customer requests, and grow their business. Therefore, Thumbtack streamlines the process of finding, hiring, or being hired for a wide variety of jobs.

HomeAdvisor – Expert Home Improvement Services at Your Fingertips

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
5,434,555 4 144 0.45 46.42% 49.91% 0.23% 1.86% 1.07% 0.51%

 

HomeAdvisor offers an extensive database of over 100,000 professionals across 500 categories, offering users a resource to find the cheapest price for trusted home improvement professionals. Its search engine allows users to find local contractors based on the job type and location. They also provide a True Cost Guide to help users reach a realistic budget and Homeowner Reviews for credibility checks.

Angi – Your Trusted Source for Home Service Professionals

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
10,271,433 4 139 0.48 25.92% 70.12% 0.76% 1.11% 1.71% 0.37%

 

With Angi, users can access certified pros, read verified customer reviews, compare prices across websites, and book appointments directly from it.

Angi also offers a payment gateway for secure transactions. Users can manage tasks using the Angi app, which provides cost guides to help plan and budget projects accurately.

Through the Angi Key membership, homeowners can receive additional benefits such as discounted services, extended warranties, and emergency service support, ensuring a comprehensively managed home maintenance process.

Houzz – Inspiring Home Design and Renovation Ideas

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
14,481,612 4 167 0.62 33.88% 59.79% 0.39% 1.27% 2.04% 2.63%

 

Houzz is a comprehensive home renovation and design platform offering a visual and interactive experience for homeowners. It provides an extensive database of home professionals, such as architects and contractors, for collaboration.

Houzz features a photos section for inspiration, advice forums, editorial content, and an online marketplace to compare the prices indicated for specific services and purchase furniture and home decor. The website also offers a 3D tool to visualize products in a room before purchase.

TaskRabbit – Quick, Reliable Help for Everyday Tasks

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
2,050,902 5 235 0.47 50.06% 42.17% 0.97% 2.85% 2.39% 1.56%

 

The home services tasks that TaskRabbit caters to are diverse and categorized into several types:

  • Cleaning
  • Handyman work
  • Moving and packing
  • Personal assistance
  • Furniture assembly

Through a simple online booking process, a user picks a task, describes the details, and is subsequently met with a list of potential ‘Taskers’ suited for their job based on various parameters and customer reviews. They can then select a ‘Tasker’ and book an appointment at a suitable time.

The ‘Taskers,’ independent contractors, have their profiles displayed on the site, primarily showing their skills, availability, hourly rates, and reviews from past clients. They are also background-checked to ensure user safety and reliability.

LawnStarter – Effortless Lawn Care and Landscaping Services

Monthly Visits Page Per Visit Time On Site Bounce Rate Direct Traffic Search Traffic Paid Referral Traffic Referral Traffic Mail Traffic Social Traffic
1,100,250 2 116 0.64 19.41% 76.20% null 3.11% 0.83% 0.45%

 

LawnStarter is a one of the well-known home service providers that specializes in lawn care. Its services range from lawn mowing to a wide array of other outdoor services, including landscaping, gardening, tree care, and even pest control. Not only does it cater to residential clients, but it also provides services for commercial properties. With LawnStarter, you can conveniently manage all your outdoor services through the app, using price comparison.

Additionally, the website provides a breadth of useful content, including tips, advice, and articles about lawn care and landscaping to assist with common queries and problems.

Learn More About How Businesses Can Leverage Comparison Shopping at Phonexa’s Webinar

The shifts in buyer behavior are just unwise to ignore. More than ever before, customers crave comparison content, with 60% of respondents comparing prices on a few websites before making a purchase. As a business, you have every chance to capitalize on comparison shopping by exposing your trustworthy content to the right pricing websites.

Join Talar Malakian from Phonexa and Michael Pannone from G2 to learn monetization and growth strategies that can set your review and price comparison website on the path to success, including how to:

  • Timely recognize the shifts in buyer behavior
  • Unmistakably identify the true buyer intent
  • Monetize review and comparison websites

Book a demo and equip your business with Phonexa’s single operating solution for partner and performance marketing. Take a Product Tour and see how it all fits together!

Frequently Asked Questions

What is a comparison shopping engine?

A comparison shopping engine, often called a price comparison website, is a platform that allows customers to compare products by price, quality, brand, availability, shipping, and more criteria.

If there should be any differentiation between comparison shopping engines and price comparison websites, the latter group provides more details, while the former only features the price of a product and a link to the store.

What is the best price comparison website?

There’s no single best website to compare prices because it all depends on your needs and location.

  • As a customer, you must be interested in getting as many filters as possible so you can quickly narrow it down to relevant products.
  • As an advertiser, you should decide where to get featured based on your competitive advantages.

For example, if you have excellent ratings and reviews, then it would only be logical to hit the website that factors in these criteria in product rankings. In other words, make sure your price comparison website has the “Rating” filter.

How does comparison shopping make you a smart consumer?

The abundance of information makes it impossible to research all available shopping options on your own. On the other hand, comparison shopping engine monitoring can help you discover the product you need at a reasonable price right after it hits the shelf.

Long story short, shopping comparison sites can help you choose the best product at the lowest price.

Why should you consider factors other than just price when comparison shopping?

The desire to find the cheapest price for the product in question may backfire if you ignore other important factors like quality, features, warranty, ownership cost, and safety. Make sure to leverage the search filters on your product comparison site to find the best – not necessarily the cheapest – offer.

Got Questions?

Get in touch! We are available 24/7.

Oleksandr Rohovnin avatar
Oleksandr Rohovnin
Content Marketer

Oleksandr Rohovnin is a Content Marketer at Phonexa. His passion is digital marketing, innovative technologies, and – above all – distilling vast amounts of complex information into engrossing narratives anyone can relate to. At Phonexa, Oleksandr stokes passion for marketing automation and lead generation in every story he curates.


Education: Zaporizhzhya National Technical University

Expertise: Digital marketing, affiliate marketing, call tracking, lead tracking, insurance

Highlights:

  • 8+ years of writing and editing experience in B2B and B2C

  • Unconventional synergy of writing talent and technical knack

  • Avid proponent of sports, gaming, and reading

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