Cheapest.co.uk, a popular online comparison shopping site has declared that it is about to increase the amount of products and retailers available online to give their clients a wider perspective of internet market place.

The Operations Manager of Cheapest.co.uk, Terry Exley, said that "When it comes to online comparison shopping of different products and finding the cheapest available deals, most of the websites claim to offer the greatest deals to their clients. But by logging on to our website, the consumers can have the best of online comparison shopping, with a huge number of suppliers who will assist them in finding the greatest of deals on daily items".

There are a number of competitors in the market of online comparison shopping, but the aim of the authorities at cheapest.co.uk cheap is to be the top number site before the end of this year. The Cheapest.co.uk has above three million products with more than thousand retailers and it is still counting. Well known brands and companies like Boots, Amazon and Curry's have a healthy competition here with other smaller and local brands so that the clients can have online comparison shopping of the huge online market where daily products are available at much cheaper prices.

Online comparison shopping is a growing phenomenon worldwide. Most of us are using a mobile phone to check prices of products or reviews on them, while on a shopping spree. According to a study on the effects of internet on people, by Pew Research Centre, a non-profit organisation, around 52 percent of adult using mobile phones, were into online comparison shopping on the phone, or were checking up with their friends on the products.

Pew conducted the research over a period of 30 days of holiday shopping, through telephonic interviews on a randomly chosen sample of 1000 adults from all over the US. In their findings they observed that close to 40 percent cell phone users took the advice of a friend while shopping at a store. Another 24 percent checked up reviews on the product online while one fourth of the shoppers did online comparison shopping. A third of the sample size used their cell phones to cross check with reviews online or checked on prices on the net. According to Aaron Smith customers are using their phones to do online comparison shopping so that they get the best product and optimize their spending. Even though our earlier generation were not into online comparison shopping it surely has caught on now.

Google is discriminating against other online comparison shopping services as per Paris-based Twenga. The California based search engine is under the scrutiny of the European Commission (EU) with regard to a complaint lodged by Twenga on 23 January. The complaint suggests that Google has demoted Twenga's online comparison shopping service in favour of its own in its search results. More trouble for Google comes from Microsoft Corp. and online comparison shopping service provider Foundem. These companies are also asking the EU to investigate upon Google. They claim that Google has stopped certain websites from accepting rival advertisements.

Google is not commenting yet. But, Chief Executive Officer of Twenga, Bastien Duclaux reveals that Google has applied several algorithms in the past year and to penalize these kind of products in the search results his online comparison shopping site has lost over 30% of its audience through August. He further adds that Google is tweaking its quality score of websites to demote rival advertising platforms. This enables Google to set advertisement prices for its AdWords advertising program.

Given the above state of affairs, Google's intent, in its February 2011 update is questionable. In its update, Google had said that it would favor 'high quality sites' with original content, research, in-depth reports, and meaningful analysis.