“Bricks and mortar retailers say popular price comparison websites are making competition for the consumer dollar tougher…

Coriolis Research director Tim Morris said New Zealand was still catching up in terms of online shopping, but that the model was one that appealed to consumers. “New Zealanders have always loved a bargain and these sites offer just that.”

By providing all the necessary information to consumers, the sites were making the market more efficient, he said. “Fifteen years ago, if you wanted to buy something you would go down to your local Harvey Norman or Dick Smith and walk between shops. Now you just hop onto one of these aggregators and it’s all there.”

Prices were becoming more transparent, which meant consumers were making more informed decisions, he said. “Sometimes the price differentials are astronomical, sometimes 50 per cent cheaper.”

Read more at today’s Fairfax/Business Day discusses online comparison shopping websites.