Does the UK need four price comparison websites? Is this why investors are bailing out?

James Hammersley compares the ecommerce performance of the companies in the headlines against their key competitors and benchmarks them to find the real winners & losers.

What’s going on in the world of price comparison sites? With recent announcements regarding the de-merger of Esure from GoCompare, as well as the consideration of the BGL Group to sell shares in businesses including Comparethemarket.com, is there something about the market that is making the prospect of significant growth in value less attractive?

An analysis of the comparative performance of the ‘big four’ suggests that despite award-winning advertising around small furry animals, imitations using robots and irritations using opera singers, first mover MoneySuperMarket.com is still dominating the market. No wonder investors in the three challengers are considering their positions.

To see if there is anything about their e-commerce performance that might make you less confused about what’s really going on, we went and compared the ‘super’ market for money saving deals.

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