Google is facing a crisis. Its users keep leaving and patronizing other
sites, not in the sense of where search users begin their initial search, but
where those search users go after they conduct a query at Google. So where are
they going? Increasingly, shoppers are going to vertical sites and in the case
of e-commerce they are going to shopping engines. Let's look at traffic and user
reports for ten of the more popular shopping engines. While it might be a little
late to reap the rewards these vertical shopping engines provide this holiday
season, it might be time to start planning your e-commerce marketing strategy
BizRate.com: Compete.com ranks bizrate.com #38 with over 20.8 million
people visiting in November. (Alexa ranking for Shopzilla is 560.) Similar
traffic numbers are reported by Quantcast (21.4 million) which also reveals that
the site's demographics skew older (63% are over 35 years of age), 70% have no
children, and are more affluent with 57% earning over $60K (household income).
Quantcast also indicates that "passers-by" comprise nearly 80% of the site's
audience. According to Alexa, 77% of BizRate traffic comes from the United States.
Shopzilla.com: Compete.com ranks Shopzilla.com #67 with nearly 13 million
people visiting in November. (Alexa ranking for Shopzilla is 1152.) Similar
traffic numbers are reported by Quantcast (14 million), which also reveals that
the site's demographics skew older (62% are over 35 years of age), 70% have no
children, and are more affluent, with 57% earning over $60K (household income).
Quantcast reported that "passers-by" comprised 84% of the site's audience. The
similarities between BizRate and Shopzilla may be due to Shopzilla owning and
operating BizRate. Alexa reports that just over 83% of Shopzilla traffic comes
from the United States.
PriceGrabber.com: Compete ranks PriceGrabber.com #192 with nearly 5.75
million visitors in November. (PriceGrabber's Alexa ranking is 1,194.) Quantcast
reports an estimated 4.7 million people in the U.S. and that nearly 30% of users
were in the coveted 18-34 age group. A majority of the site's traffic comes
from the US (74.5%), and users gravitated towards electronics, computers and
cameras. Interesting to note that the site attracts a predominantly more
educated group and is male biased (55%). Traffic for the year is down according to
Quantcast, but November saw a nearly 42% increase in traffic over
DealTime.com: Traffic was down nearly 60% for DealTime.com this year with
only 2.8 million people visiting in November according to Compete.com (down from
nearly 10 million in May and June of '08). Compete and Alexa ranked DealTime 488
and 2,133 respectively. Just over half of DealTime's traffic comes from the U.S.
with other users coming from the U.K. (9.4%), France (8.8%) and Germany (5.7%).
Well-over 90% of DealTime's visitors are "passers-by".
Smarter.com: While traffic is down 15% from its January
'08 high of nearly fourteen million visitors, Smarter.com still pulls in 10.4
million visitors monthly according to Compete. Alexa and Compete ranked
Smarter.com #1,786 and #93 respectively. A vast majority (81%) of Smarter.com's
traffic comes from the US, and 86% of the site's traffic are designated as
"passers-by". The site appeals to a less affluent, slightly older, and more female
MySimon.com: Compete.com ranks MySimon.com #1,216 with just 1.3
million people visiting in November. Traffic was up substantially for the month
(30%). Alexa ranks the comparison shopping site MySimon.com at #8,098. The site
serves a slightly more affluent, middle aged, Caucasian male with no children.
PriceRunner.com: While Compete.com lists PriceRunner's November
traffic with an increase of 20%, its yearly increase of over 435% is what
stands out for the shopping comparison engine. Down from its July high of nearly
3 million visitors (November numbers are just over 1.7 million), the site was
trending up going into the holiday season. Alexa and Compete rank PriceRunner at
#4,090 and #880 respectively. A Quantcast profile of PriceRunner reveals that
the gender makeup is mixed, and visitors are older, but it features more visitors of other
ethnicities than average. PriceRunner is very popular in Sweden and Denmark (in
addition to the U.S.), with nearly 40% and just over 10% of its
traffic coming from those countries respectively.
Pronto.com: A web service of IAC (which owns Ask.com), Pronto
continues its steady rise in the e-commerce industry with over 11 million
monthly visitors. Compete and Alexa ranked the site #80 and #1,1416
respectively. Nearly 80% of Pronto's traffic comes from the US with just over
7.5% coming from Canada, according to Alexa. According to Quantcast, the site
attracts a less affluent audience with no college education (51%).
TheFind.com: Shopping search TheFind.com had a stellar year in traffic
with an over 1000% increase in monthly visitors. (November numbers according to
Compete were nearly 2.73 million.) Traffic rank for TheFind.com according to
Compete and Alexa is #520 and #2,465 respectively. The site attracts a more
affluent, slightly more female than male, more educated audience.
Nextag.com: Perhaps the mother of all comparison shopping sites,
Nextag secured a whopping 38.3 million visitors in November (according to
Compete.com), and you can expect its December numbers to at least meet or exceed
that level. While its unique visitor trend chart looks much like a very scary
roller-coaster, it is and has remained a very competitive force in e-commerce
for many years. Alexa and Compete rank Nextag #475 and #17 respectively.