Home Business Insights & Advice The rise of comparison portals

The rise of comparison portals

by Sponsored Content
8th Nov 22 8:58 am

The Web 2.0 era has made it possible for many people to make their opinions public and for these opinions to be heard and to be relevant for many consumers. In short, reviews have become very important in the modern era. Sometimes we will find opinions from users, in other portals, from experts in the field. What seems clear is that the general public is increasingly using comparison portals as a guide, for decisions ranging from finding a cheaper consumer product to finding forex promotions or discounts on their commercial flights. Let’s look at some of the most popular areas.

Travel and dining

The Tripadvisor website has become a reference not only for travellers, but also, on many occasions, for locals. You can find ratings for hotels, restaurants and even travel guides. And it is not the only one, other portals also receive constant queries and act as price comparators for flights or accommodation, so that interesting offers can be found. Google Maps is also a highly relevant source for finding reviews of specific establishments, just as The Fork has had a major impact on the restaurant industry. This leisure sector is one of the sectors that has been most transformed by the appearance and consolidation of comparison portals, thanks to the excellent reception they have received from society.


A sector as classic as finance has undergone a major revolution with the emergence of FinTech, which makes it possible to carry out many operations that were previously reserved only for large companies. But comparison portals are also playing an important role in this sector. Websites that allow you to compare mortgages, forex broker reviews, those focused on investment FinTech and many other cases, are increasingly visited by many users in order to make decisions in a framework as important as that of their economy.

– / Avalon


It was one of the pioneers. Both to compare tariffs of different operators and to make reviews of the different models of devices. Today they continue to have a large number of people waiting to find out about the advantages and disadvantages of the different models on the market. However, they have ceded some space to many reviews that are carried out graphically, through social networks such as YouTube, in which experts make analyses in a more didactic and sometimes even comical style.


Today, shopping is the dominant feature of comparison portals. The role that online shopping has acquired in today’s society has meant that these websites have achieved more than a notable relevance. Portals such as Google Shopping or Kelkoo are visited by many and are among the top search results. The comparison of prices between the different marketplaces has been one of the best initiatives thanks to the boom in this type of consumption on an international level. The choice is immense and these portals save users a lot of time in their searches.

Other examples

Portals dedicated to audiovisual products are also gaining ground; many customers of platforms such as Netflix have even stated that they spend more time thinking about which show they are going to watch than watching it. As a result, comparison sites that give ratings, recommendations and comments on new releases are being well received. On another, more distant spectrum, insurance comparison sites have become a popular tool before taking out an insurance product; whether it’s car insurance or health insurance, comparing cover and prices is a sought-after piece of information for consumers.

And the list could go on. Users have changed their paradigm and prefer to look for their own sources of information to make their own decisions; at this point, comparison portals have arrived at a key moment and their projection seems to be wide and new examples will appear progressively, evolving at the same pace as society has new needs and preferences.

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