Comparison sites became more popular

Comparison sites became more popular in Finland in 2007. The consumers have found new help from Internet to their purchase desicions. Finns made over 8 million product- and service search queries on Vertaa.fi. The general development of webshop services has increased the interest towards different, independent comparison sites. Already half of the finnish population has ordered products or services through Internet. But with online-shopping, finding reliable information is not always easy since the flow of information is so wide.

  • Like in the traditional shops, the consumers want to be sure that they get some quality for their money. The purchase decision is troughly considered, says Antti Laine from Vertaa.fi.
The popularity of the comparison sites has increased due to the general growth of e-commerce in Finland. Currently, there are some 3 000 - 4 000 webshops. Concumers that have found the webshops, are both men and women.
  • We have noticed, that during the last years also elderly people have learned to take care of their matters online. To them, finding a good price-quality relationship and considering different options means probably even more than to the young consumers, describes Laine.
In online-shopping, the consumer is the king Vertaa.fi will be renewed this spring. The site will have for example new product- and service categories. In addition, there will be expert reviews next to the reviews written by visitors.
  • People have all sorts of needs. That's why our goal is to offer versatile information, which helps to build several aspects to things, says Laine.
In addition to comparison services, product info is shared in blogs and discussion forums. Internet has created a new kind of consumer forum, says Professor of Economy Mr. Visa Heinonen.
  • Online, the thought of consumer being a king could come true even more likely, says Heinonen.
The opportunity to efficient networking and quick communication has opened several possibilities. Even large boycotts have been organized online.
  • I would like to see the more rare share of positive experiences to become more common in the finnish culture. When you spread the word about good service, someone else could benefit too, says Heinonen, smiling.