Consumers use cost-comparison sites for two reasons: either to locate the lowest possible price on a specific item from a merchant with a good reputation, or to access information and reviews about a range of products in order to make a selection. Pricing is the focus of most current shopping engines, although some small start-up companies are specializing in presenting product information to help buyers choose the right product, according to the SmartMoney website. Even if the item is not purchased online, the consumer gains some perspective on whether the prices displayed in stores are good ones, factoring in what shipping costs might have been. Writer Bio
