The basic idea of comparison shopping is to provide the end user the opportunity to compare price quotes from different retailers, so that he can get the best price for the product of his choice. This is done by the comparison portal in association with online and offline retailers, who state their quotes for different products, giving the choice in the hands of the user to decide from where he/she wants to buy the particular product. Comparison shopping is a major success in the USA, with a majority of the prominent retailers and stores being actively associated with the phenomenon. The online audience is very supportive of the same, and traffic on comparison shopping sites is almost at par with regular online portals.