Comparison shopping refers to getting price quotes for a particular product from different online and offline retailers, which would be having tie-ups with the comparison shopping portal, so that the consumer can have an idea of all the possible options regarding where he can buy the product of his choice. The main advantage of this practice is that the same product is available to the end-user at the best price. The UK comparison shopping industry is one of the most crucial necessities of the online audience in the country, which prefers to have detailed information regarding all the options available before taking the final call. Further, the industry had taken birth in the Queen's land itself, hence making it a strong entity in the country. As of 2005, comparison shopping websites had earned between £120m and £140m in the UK alone, and the rate of growth has been incremental ever since.