Google aborts comparison shopping platform after just one year

Google is to abandon its efforts to establish a price comparison platform for credit cards, vehicle insurance and mortgages after just one year following a tepid consumer response.

Google Compare marked a conscious bid by Alphabet to harness its sprawling operations to offer customised shopping and financial service tools but the idea failed to gain much traction in a competitive marketplace.

The Wall Street Journal reports that the abortive effort was finally acknowledged to be a failure by Google in an email to partners, informing them that the service will be terminated on 23 March.

Instead Alphabet is set to channel its energies into AdWords and other unspecified arenas as it continues to focus in building its market presence.

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